MAGMISIE ADVERTISEMENTS COULD MISLEADThe advertisements of Magmisie, a dietary supplement, suggestedthat lack of magnesium is a common cause of children’s problemswith concentration, and that it could be eliminated by eatingjellies. UOKiK came to the conclusion that such a message could misleadconsumers.The supplement’s manufacturer - Aflofarm Farmacja Polska – isobliged to correct the untrue information on TV, radio and online.[Warsaw, 13 February 2018] The Magmisie advertisements questioned by theAuthority were broadcast on the TV, radio and Internet from April 2016 to March2017. The spots prepared by the supplement’s manufacturer - AflofarmFarmacja Polska from Pabianice– raised doubts of the Office of Competitionand Consumer Protection as early as in April 2016. Misleading informationThe main character appearing in the advertisements was a school counsellor. Inthe TV version, she told parents who brought a sad and tired son to them: -Parents often bring children who have problems with physical activity,concentration or irritation to me. Everybody is surprised that it’s caused by a lowlevel of magnesium in children. How to prevent it? Give Magmisie to the child.
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Advertising, Dietary supplement, Food and Drug Administration, dietary supplements, UOKiK