Watchdog bites Trustar Global

ITC: Actions damage teleshoppping industry

LONDON — U.K. broadcast watchdog the Independent Television Commission has slapped a £60,000 ($96,000) fine on Trustar Global Media’s TV shopping channel Shop America for misleading claims in three commercials for health and sports products.

Bob Barefoot’s Coral Calcium Supreme claimed it could help reverse cancer and other serious diseases and could benefit everyone, including babies. The ITC regarded this as a “particularly serious compliance failure.”

The promotion for diet plan Fresh Start was considered misleading because it predicted amounts of weight loss that did not conform to established good dietary practice, and the ad made unsubstantiated claims.

The Commission also found an ad for golfing product, Dalton McCrary’s How To Hit The Ball As Straight As You Can Point Guaranteed, misleading.

ITC said the channel’s “behavior was bringing the teleshoppping industry into disrepute.”

Shop America has been warned six times about breaching ITV ad codes since it launched in Blighty in 2000. Only last week, lifestyle channel You TV, also operated by Trustar was fined $65,500 for similar violations.

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