"This is the biggest load of lies and rubbish I have seen on New Zealand TV. How was it allowed on TV?!"
However, the advertiser told the ASA its claims were "reasonable, responsible and substantiated."
"The individuals within the advertisement are not making extreme or excessive claims," it said.
"The average viewer will readily recognise the statements made by each person as being feasible and reasonable for that person."
The advertiser provided affidavits from customers that claimed the product worked, to verify the accuracy of their claims.
They also provided an article from the Scientific American magazine, which claimed the work required to cool a human body down burns more calories than the effort to warm it up.
They ASA disagreed with the advertiser, and said an article in a science magazine could not support the claims made in the advertisement.
"In the absence of robust evidence, the advertisement for Hot Shapers had included exaggerated claims that were likely to mislead or deceive consumers", the authority said.
"The advertiser had not observed the high standard of social responsibility required for advertisements of this type."
The advertisements were ordered to be removed.
Brand Developers Limited could not be immediately contacted for comment.
