Advert banned after claiming bra could 'reduce' breast cancer risk

An online retailer has been reprimanded by an industry watchdog for a misleading advert which claimed its bra could “reduce the risks of breast cancer”.

Lemongrassrice, which sells clothing and health and beauty products online, ran a paid-for Facebook advert which featured an image of a bra and an X-ray image of a breast.

The text at the bottom of the image stated “reduce the risks of breast cancer”.



It was spotted by a health professional specialising in breast health, who challenged the claim and made a complaint to the Advertising Standards Authority (ASA).

The advert was found to have breached the ASA advertising code, as there was no evidence to back the medical claim of the bra reducing cancer risks and no evidence that the product was a CE-marked medical device.

In its ruling on Wednesday, it said: “Lemongrassrice did not provide any evidence to show that the bra could reduce the risks of breast cancer.

“We concluded that the claim “reduce the risks of breast cancer” had not been substantiated and was misleading.”

It said the advert must not run again in its current form. The ASA said Lemongrassrice did not respond to its inquiries.

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