The ad for the reality TV star's work out video got in trouble with the Advertising Standards agency
She may be enjoying the effects of her amazing weightloss, but we don't think Geordie Shore's Vicky Pattison is enjoying the news that the ad for her fitness DVD - 7 Day Slim - has been banned by the Advertising Standards Agency.
Despite the DVD doing well in sales, the ASA found the ad for the DVD in breach of the rules by declaring that the TV advert was misleading.
In the TV advert, Vicky could be seen saying: "I've lost three stone with this DVD", with the advert also showing pictures of her before and after her weightloss. Accompanying the images was a voice over which stated:
"Here's Vicky from Geordie Shore before she found 7 Day Slim: now look at her!".
Vicky's fitness DVD has been banned (WENN)
However, it was noted that the advert featured text which read: "Weight lost over six months. Works as part of a calorie controlled diet."
Taking heed of a complaint which questioned whether the ad could mislead viewers into thinking they could lose weight in seven days, the ASA made the decision to find the ad in breach of the rules.
A statement posted on the ASA's official website, explaining their decision, read:
"The ASA understood that the product included a series of ten-minute workouts to be followed each day of the week for a number of weeks, building in intensity over time. We noted, however, that that was not communicated in the ad, and in the absence of such an explanation we considered that the product name "7 Day Slim" implied that results, including results similar to those experienced by Vicky Pattison, would be achieved in seven days."
Referring to the way the text about Vicky's six month weightloss was seen on-screen, the statement read: "Whilst the text was shown for a time period consistent with the recommended minimum hold duration in industry guidance for text of that length, it was displayed in white against a frequently moving background that was predominantly pale in colour.
"We considered that those factors were likely to be distracting to viewers and impede their ability to read the text, and that the text was not shown on-screen in such a way as to ensure it was clear and legible."
"Because we considered that the ad implied that weight loss similar to that reported by Vicky Pattison could be achieved in seven days through use of the "7 Day Slim" product when that was not the case, we concluded that it was misleading and breached the Code", the statement concluded.
The action was therefore declared that: "The ad must not appear again in its current form."
In the ruling, the ASA also revealed the response from Universal where they claimed "that the on-screen text stating that Vicky Pattison's weight was lost over a period of six months was sufficiently prominent to qualify any claim that might be attributed to the name "7 Day Slim", including any claim that weight could be lost at a rate of three stone in seven days."
