"The complaints board held that stating such a wide range of benefits, including reduction in pain and inflammation associated with teething, ear aches, fevers, upset tummies, a lack of appetite and `dramatically improving the body's immunity' required significant substantiation,'' a decision released today states.
The ASA ruled that Baa Baa Beads had not presented sufficient information to back up the claims.
It also considered the advertisement did not observe the "high standard of social responsibility required given the target audience was entitled to rely on the veracity of the claims''.
In a response to the claims, Baa Baa Beads denied breaching the ASA's code of ethics or therapeutic products advertising code.
But it accepted the complainant's concerns, provided some more evidence on the properties and benefits of the product, and reworded parts of its website "so to make our advertising clear''.
