AMAZON and Protein World have been banned from describing food supplements as weight loss or slimming aids unless they have evidence the products meet EU-authorised health claims.

The Advertising Standards Authority (ASA) investigated food supplements sold by Amazon under its 'slimming aids & weight loss' category but said the retailer was unable to provide evidence that all the products included substances with a proven link to slimming or weight loss.

The ASA also selected three items from Protein World's 'weight loss' category - The Slender Tea, Carb Blocker and CLA (Conjugated Linoleic Acid) Capsules - and asked the retailer to provide evidence the products included substances listed on the EU Register as relating to weight loss, and in sufficient quantities. The ASA said Protein World did not provide any evidence to that effect, and added it was concerned by the retailer's "lack of substantive response" to its enquiries and "apparent disregard" for advertising rules.