Vitamins firm to fight ad decision in court

A fight over the evidence for several heavily promoted vitamins has landed in the Federal Court, with Swisse Vitamins denying it has made misleading advertising claims about the efficacy of its products.

The Complaints Resolution Panel, which regulates therapeutic advertising, last week ordered Swisse to withdraw television ads about eleven of its products and cease claiming they are "clinically proven", "independently tested" or have "proven results".