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The ASA was reacting to a complaint about an ad for the Water-X ioniser which claimed the device "increases antioxidants in ordinary tap water. This flushes out toxins and helps with conditions like high blood pressure, diabetes and osteoporosis".
In response to the complaint, Water-X referred the ASA to several authorities and articles on the benefits of drinking alkaline or ionised water.
However the ASA said this documentation dealt with the benefits of alkaline-reduced water in general.
There was nothing before the ASA to show that the Water-X ioniser produced this type of water or that the studies were done on this particular product.
In terms of the code of advertising practice, only advertising for registered medicines could make claims in relation to diabetes and osteoporosis.
The ASA found the Water-X claims unsubstantiated and ordered them to be withdrawn. – (Sapa)
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Treating osteoporosis
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