ADVERTISEMENTS for a popular brand of women’s underwear which claim to melt fat or “reshape your body” using infra-red energy are the subject of a complaint to the Therapeutic Products Advertising Complaints resolution panel.
Dr Ken Harvey, an adjunct associate professor of public health at La Trobe University has questioned some assertions in the underwear ads as “pseudo science” and “ludicrous”.
South Australian company Brazcomm Imports distributes Scala Shapewear undergarments and say the underwear contains “ActiveBioCrystals” that “emit Far Infra Red” energy rays.
The ads say the rays “kick-start what is known as the BioPromise effect”. One ad says this can reduce signs of cellulite and “melt fat away”.
Dr Harvey said he could not find scientific evidence on medical databases to substantiate terms used in the ad such as “BioPromise”, “Biocrystals” and “Far Infra Red Rays”.
“None of this stuff has ever been written about scientifically,” he said. “It’s clearly pseudoscience designed to give an extra sales gimmick.”
This one is great. Who could fall for this stuff? There is no such thing as the BioPromise. The only energy rays that would burn fat would pretty much kill you too (or at least destroy the skin on top as it literally melts away your fat. What an incredible pile of nonsense.