The Independent Television Commission (ITC) is consulting on proposed revisions to its rule on advertising for slimming aids. The ITC is proposing that all claims for any kind of slimming aid must be backed by evidence of efficacy and safety and subject to qualified medical advice. The ITC is also introducing new wording for rules on low-calorie foods and meal replacement diets, following the publication of government regulations on foods intended for use in energy-restricted diets for weight reduction.
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