The Daily Mail promotes magic underwear!

Yesterday’s Daily Mail featured a really quite incredible advert article by Maysa Rawi extolling the wonders of the Playtex ‘Objective 1 Size Down’ ‘shapewear’.

Let’s not get distracted looking at the model and imagining all the unsightly and embarrassing bulges she would have, were she in smaller underwear. I am well aware of the merits of big knickers.

I do, however, find the following assertions very hard to believe:

  • This range of shapewear is clinically proven to provide slimming and anti-cellulite effects.
  • It helps you to drop centimeters (sic) off your hips and thighs – in just 28 days.
  • The ‘Acti-Mineral ceramic crystals’ woven into the fibers (sic) of the fabric stimulate a continuous massage effect of the body.
  • The continuous massage improves blood microcirculation and facilitates the removal of toxins.
  • The garment ‘does the work for you’.

Strangely enough, although they’re available in Germany, the magic knickers don’t feature on Playtex’s UK website.

But don’t despair! There are lots of rival products out there…

Peachy Pink make very similar claims about micromassage, cellulite and ‘toxins’. Their knickers also slowly release active ingredients of caffeine and green tea onto your bottom and contain a revolutionary anti bacterial fiber (sic) with silver ions. I’m honestly not making this up.

Following a recent promotion on Groupon (surprise, surprise) I even emailed Peachy Pink a couple of weeks ago asking them for evidence to support some of their implausible claims. They have yet to reply.

If you don’t require the pants to do all the work and intend to actually do some exercise, you can (according to Zaggora) increase energy expenditure by 26 % in the hour after exercise by wearing their special HOTPANTS™.

The Groupon promotion for Zaggora Weight Loss HOTPANTS™ also boasted of Celu-Lite™ technology. Although it’s unclear what that is, the Advertising Standards Authority said:

The ASA noted Groupon believed Celu-Lite was a trademarked term. However, we also noted that information from the Intellectual Property Office indicated that at the point the ad appeared the trademark had been abandoned. We considered that the use of the term implied that the product was capable of reducing cellulite, and noted we had not received any evidence that this was the case. We concluded that the claim was misleading.

They concluded that the Groupon ad breached the CAP Code on rules 3.1 (Misleading advertising), 3.7 (Substantiation), 13.1, 13.4, and 13.12 (Weight control and slimming).

I wasn’t at all surprised to find that Zaggora HOTPANTS™ have also featured in the Daily Mail, again in an advert article by Maysa Rawi. She explains that the product was designed to help women drop two dress sizes in just two weeks and that the HOTPANTS™ reduce fat and the appearance of cellulite by using natural body heat to increase perspiration by up to 80 per cent. She also used the phrase ‘Celu-Lite technology,’ though it’s only fair to point out that this was before the ASA had adjudicated.

I intend to write to the Daily Mail and explain my concerns about Ms Rawi’s recent adverts articles. I will keep this post updated with any response I get.

9 responses to “The Daily Mail promotes magic underwear!

  1. Interesting to see the American spellings in the article. Does this suggest that the article is largely a Ctrl-C Ctrl-V job from a press release written by an American company?

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  8. I complained to the Daily Mail at on 18th March, pointing out the various inaccuracies and misleading statements in the article. I received no reply. I sent another email on 26th March, where I pointed out my concern at the lack of response and said:

    I believe that to print such an article and then fail to correct it after the inaccuracies have been pointed out is a breach of the PCC Editors code.

    I have still had no reply.

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