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Fishy ads found misleading

This article was originally published in The Tan Sheet

Executive Summary

An omega-3 and -6 supplement ad from manufacturer Equazen misleads consumers to believe the U.K.-based company's eye-q capsules and chews improve all children's school performance even though the study the ad relies on tested the oils on children with developmental coordination disorder and attention deficit hyperactivity disorder, the U.K. Advertising Standards Authority said in an Oct. 15 release. ASA reasoned that even though Equazen listed the study in the ad, readers would infer from the headline "Pay Attention!" and the question, "What will you choose for your child?" that the product could improve all children's attention levels





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