The complainant’s representatives, Spoor & Fisher attorneys, told the board that attempts to resolve the matter with the advertiser proved to be “only partially” successful and that Futurelife had not addressed the inherent deception from an advertising and Code of Advertising Practice perspective, which is why the complaint was brought before the ARB. Tiger Brands, the producer of Jungle Oats and Morvite, which it markets as “super foods” (a category of food with no scientific basis), objected to its competitor’s advertising claims that consuming Beauti Food would reduce wrinkles within 28 days; improve skin elasticity, firmness and hydration; improve nail growth and strength; decrease cellulite; and cause weight loss. It argued that by incorporating scientific jargon when making these claims, the advertiser “creates an unjustifiable legitimacy to its claims in a manner that exploits consumer trust and credulity”, when the claims appear to be based on untested research on an ingredient called “Verisol”.