Metabolix Fitness Private Limited - Metabolix LEAN BALANCE BERBERINE Plus

Recommendation: Upheld | Medium: Suo Motu - NAMS (TAMS)

The ASCI had approached the advertiser for its response in addressing the objections raised in the complaint. The advertiser was offered an option to seek an Informal Resolution (IR) of the complaint by modifying or withdrawing the claims in the advertisement, or alternately to substantiate the claims with supporting data. The advertiser was also offered an opportunity for a telecon with the ASCI Secretariat, which they did not avail and submitted their response.

The advertiser confirmed their willingness to make appropriate changes / withdraw the advertisement within a stipulated period (ten business days from the date of ASCI communication).

Based on the advertiser’s confirmation, the ASCI Secretariat took the matter on record as an Informal Resolution of the complaint.

The ASCI Secretariat, in September 2026, observed that the 'Day 15 - Day 30 - Day 60' before-and-after visuals which had reportedly been withdrawn earlier, continued to appear on the advertiser’s website.

The advertiser was requested to remove these visuals across all media platforms, failing which the complaint would be placed before the Consumer Complaints Council (CCC) for consideration.

In the absence of the advertiser’s response within the extended timeline, the complaint was reopened and placed before the CCC for deliberation.

The CCC viewed the Website advertisement (https://metabolix.in/products/lean-balance-berberineplus?variant=45748276068537) considered the complaint and the advertiser’s reply.

The CCC noted that the objected visuals continued to appear in the Website advertisement. This non-compliance was brought to the advertiser’s attention. However they did not respond within the given timelines.

In the absence of claim support data, the CCC concluded that the claim, “India’s First 4-in-1 Advanced Metabolic Formula”, was not substantiated with comparative data.

Claim, “Liver Detox + Metabolism Boost in One Daily Routine”, was not substantiated with clinical evidence of product efficacy.

The claims are misleading by exaggeration.

The 'Day 15 - Day 30 - Day 60' before-and-after visuals depicting the transformation of a fat body to a slim body are misleading in the absence of substantiation.

The said claims and the visuals in the advertisement contravened Chapter I, Clauses 1.1, and 1.4 of the ASCI Code, and ASCI Guidelines on Advertising of Foods & Beverages (F&B). This complaint was UPHELD.