Ab King ad 'irresponsible'

An advertorial for the abdominal exercise tool Ab King Pro promising viewers they could lose 5kg in 10 days has been ruled irresponsible by the Advertising Standards Authority.

The authority said claiming people could lose 5kg in 10 days promised unrealistic and unsafe weight reduction.

It found the claim that people would see results after three minutes a day had not been substantiated and was likely to mislead.