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The Advertising Standards Authority has ruled that Mike Brewer's "de-coke" pellets don't work as advertised (which probably most of us already suspected).




We considered that Hamilton Direct Ltd had not shown that the pellets removed carbon deposits from vehicle engines, or that their use would result in restored lost performance and fuel economy or reduced emissions for most or all cars. We therefore concluded that the ad was misleading.

The ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising), 3.7 (Substantiation) and 3.47 (Endorsements and testimonials).

Action
We told Hamilton Direct Ltd not to claim or imply that their product would restore lost performance and fuel economy or reduce emissions unless they held robust substantiation.

ASA Ruling on Hamilton Direct Ltd