A tweet from the Simple as Fat programme, which encourages followers to follow a high-fat diet, stated: “You can cure type 2 diabetes with real food NOT more pills” and indicated that adhering to the plan would offer “freedom from obesity and type 2 diabetes”.
Erectile dysfunction ‘fix’
Another post asked: “Has your Type 2 diabetes led to erectile dysfunction?” It went on to suggest that by following the programme, users could “fix it”.
A third stated: “Type 2 diabetes will never be cured by medication. Only you can reverse it by eating real food, cutting carbs and sugar and getting off your fat ass and walking”.
Discouraging essential treatment
The Advertising Standards Agency (ASA) has criticised Simple as Fat for “discouraging essential treatment” for conditions where medical supervision should be sought.
Any claim made for the effectiveness of a weight-reduction method must be able to point to rigorous trials that bear this out.
The ASA said that it had seen no evidence that Simple As Fat’s diet plan could result in weight loss so concluded its posts breached advertising guidelines.
Weight loss claims ban
NHS advice on losing weight healthily includes avoiding low-carbohydrate diets that are high in protein and fat, because these plans can potentially raise cholesterol and increase the risk of heart disease and stroke.
The regulator said it was “concerned” that the Simple As Fat diet plan was not in line with Government’s recommendations regarding a nutritionally well-balanced diet and how to lose weight healthily.
Simple as Fat was ordered not to claim its diet plan was effective for weight loss. It was also banned from stating or implying that its plan could treat obesity, Type 2 diabetes or erectile dysfunction.