Selling dreams: an overview of slimming products' advertisements in Switzerland.

OBJECTIVE: The aim of this work was to assess weight loss claims of slimming products available in Switzerland. METHOD: Between May 2008 and February 2013, 31 advertisements for 13 slimming products were analyzed. RESULTS: Total daily weight loss claims ranged between 300 g and 1 kg. 84% of the advertisements included the photograph of a woman, 61% showed a picture of a person before and after using the product, and 51% claimed that the product had improved marital relationships. The terms 'natural', 'miracle/extraordinary' and 'scientific' were present in 92%, 77% and 31% of the advertisements, respectively. Cost for one package of the product ranged between CHF 49.00 and 59.00 (USD 52.00 and 63.00), and no correlation was found between cost and weight loss claims. No differences were found for weight loss claims according to presence or absence of a picture or of the terms 'natural', 'miracle/extraordinary', and 'scientific'. Assuming that 5.3% of readers bought the product, yearly revenues would range between CHF 12.5 and 33.8 million (USD 13.4 and 36.2 million). CONCLUSIONS: In Switzerland, advertisements for slimming products use positive and reassuring terms to attract consumers, which are lured by unreachable, false promises of rapid and easy weight loss.

Multivitamins/multiminerals in Switzerland: not as good as it seems.

BACKGROUND: Multivitamin/multimineral (MVM) supplements are commonly consumed by the general population, but little is known regarding their composition and compliance with local regulations. We assessed the composition and compliance with regulations [no indication in the label of vitamin/minerals amounting <15% of the acceptable daily intake (ADI)] of MVM available in Switzerland. METHODS: The composition of vitamin/minerals supplements was obtained from the Swiss drug compendium, the Internet, pharmacies, parapharmacies and supermarkets. MVM was defined as the presence of at least 5 vitamins and/or minerals. RESULTS: Of the 254 vitamin/mineral supplements collected, 95 (37%) were considered as MVM. The most frequent vitamins were B6 (73.7%), C (71.6%), B2 (69.5%) and B1 (67.4%); the least frequent were K (17.9%), biotin (51.6%), pantothene (55.8%) and E (56.8%). Approximately half of MVMs provided >150% of the ADI for vitamins. The most frequent minerals were zinc (66.3%), calcium (55.8%), magnesium (54.7%) and copper (48.4%), and the least frequent were fluoride (3.2%), phosphorous (17.9%), chrome (22.1%) and iodine (25%). More than two thirds of MVMs provided between 50 and 150% of the ADI for minerals, and few MVMs provided >150% of the ADI. While few MVMs provided <15% of the ADI for vitamins, a considerable fraction did so for minerals (32.7% for magnesium, 26.1% for copper and 22.6% for calcium). CONCLUSION: There is a great variability regarding the composition of MVMs available in Switzerland. Several MVM do not comply with Swiss regulations, which calls for monitoring and corrective measures.