Ad Alert

Bio X4

Unpalatable online ad raises questions about weight-loss supplement.


Eek. “The root of all your stomach problem(s)” seems likely to turn your stomach, if we’re to believe this online ad.

But what is this thorny thing swimming and wrecking havoc in our stomachs? We clicked on the ad to find out. About 45 minutes later, after watching the entire “shocking presentation” — which went on and on about how diet soda and food conglomerates (specifically, the purveyors of yogurt, bread and cereal bars) are thwarting our weight-loss goals — we weren’t any closer to an answer.

In lieu of an answer, we were presented with a “special internet-only offer” to purchase a weight-loss supplement called Bio X4, which the video and website claimed supports digestive health. Here’s what the site promises in terms of “results”:

I guarantee, if you are taking the recommended dosage of 3 capsules on a daily basis, exercising regularly, and not overeating carbs and sweets, you will start seeing results within the first 1-2 months.

But taking Bio X4 out of the equation, you could also probably “start seeing results within the first 1-2 months” just by exercising three to four times a week and cutting down on certain foods that you know from personal experience impede weight loss. And you don’t have to pay $49 a bottle for a supplement that uses an image of a sea cucumber to peddle its product online.

Find more of our coverage on weight-loss supplements here.

Our Ad Alerts are not just about false and deceptive marketing issues, but may also be about ads that, although not necessarily deceptive, should be viewed with caution. Ad Alerts can also be about single issues and may not include a comprehensive list of all marketing issues relating to the brand discussed.

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