Friday June 24 2005

An Atkins Diet regional manager today hit back against the advertising watchdog that banned an advert saying a low carbohydrate diet leads to a ‘healthier lifestyle’.

Marjorie Burte said: “The diet is highly researched and has proven health benefits. The extensive studies show it is safe as a long term health regime.”

The statement was made in a regional press advert. The Advertising Standards Authority upheld a complaint last week against Atkins Nutritionals Inc. and ordered it to be withdrawn.
Atkins Diet former bestseller

Donna Mitchell from the ASA said: “Atkins was making a long term claim without supplying long term evidence. The longest medical study provided to us was for 22 months which does not represent the long term health effects.”

The ASA also ruled that the diet went against government guidelines for balanced nutrition.

Starchy foods essential

Anna Ashelford from the Food Standards Agency said: “Cutting out any food group can be bad for your health because you miss out a range of nutrients. Starchy foods are an essential part of a healthy balanced diet. ”

Atkins recently went into receivership in the UK and has been struggling to regain a foothold in the market due to the popularity of other diet plans.

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