To most dieters the phrase "Lose a stone in two weeks" would have them reaching for their wallets ready to buy the miracle pill that was making such a claim.
In a shock judgement, the Advertising Standards authority issued a ban on an advert for slimming patch "The Pink Patch" for making just that claim.
The ruling stated the claim was misleading and not based on scientific evidence.
Following the ruling slimming patches gained popularity amongst the weight loss community, including the SlimWeight patch which offers clinically proven ingredients.
Weight loss experts are hopeful that the crack down on false advertising in the weight loss industry will improve the quality of products available.
Click to read more about the pink patch advert banning
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