It's also claimed the garment helped to get rid of toxins, burn off fat and purify skin through sweating.

The complainant said the advertisement made "false claims" of weight fruta planta pills reduction.

"This is the biggest load of lies and rubbish I've come across on New Zealand TV. How maybe it was allowed on television?!"

However, the advertiser told the ASA its claims were "reasonable, responsible and substantiated."

"The individuals within the advertisement aren't making extreme or excessive claims," it said.

"The average viewer will readily recognise the statements made by each individual to be feasible and reasonable for that person."

The advertiser provided affidavits from customers that claimed the merchandise worked, to ensure the precision of the claims.

They also provided articles in the Scientific American magazine, which claimed the job required to cool an individual body down burns more calories compared
to effort to make it warm.

They ASA disagreed using the advertiser, and said an article in a science magazine couldn't offer the claims produced in the advertisement.

"In the lack of robust evidence, the fruta planta pink advertisement for warm Shapers had included exaggerated claims that were likely to mislead or deceive consumers", the
authority said.

"The advertiser hadn't observed the high standard of social responsibility required for advertisements of this type."

The advertisements were ordered to become removed.

Brand Developers Limited could not be immediately contacted for comment.