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The ASA decided in a ruling last week that there was no evidence that the product, Breast Actives, had any breast-enlarging effect.

It ordered that Health Care Wholesalers (HCW) should remove the claim from its website, and noted it appeared in fact to have already done so.

However on Wednesday the site still carried the claim on a page that outlined a series of exercises and said, "When used in conjunction with an effective breast enlargement pill like Breast Actives these exercises can help you achieve your goal of a fuller and firmer bust."

The product's listed ingredients include Vitamin E, fenugreek, fennel, dandelion, kelp and watercress.

Second breast complaint
The ASA said in its ruling that this was the second breast enlargement complaint it had upheld against HCW this year. "The [ASA] directorate is extremely disturbed that the respondent appears to have simply changed the name of the product in order to circumvent the (Advertising) Code," the ASA said.

However HCW spokesman, Sahil Singh, told Sapa this was incorrect. "We had to change brand because Breast Gain Plus was discontinued (by the US manufacturer) - not because of the ASA ruling. We would still sell Breast Gain Plus if it were available," he said.

The Breast Actives site says "many women are embarrassed because they have small breasts - padded and push up bras are no solution", then claims the product is "breast enhancing".

Singh said the site was essentially a duplication of a United States website created by the manufacturers. "We did not yet have a chance to edit it in accordance with (the) ASA ruling on Breast Gain Plus," he said. "We didn't create this content so we are not sure how it was intended to be interpreted." – (Sapa)

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