An advert claiming dieters could lose a stone in just two weeks by attaching a slimming patch to their bodies has been banned by the advertising watchdog.

The Advertising Standards Authority (ASA) said the internet advert for the Pink Patch was "irresponsible" and promoted "bad medical practice". The ad by CYC Marketing showed text stating "Want to lose the tummy?" this was replaced by further text reading "Drop a Stone in 2 weeks! Get a Free Pink Patch Sample click here ThePinkPatch.co.uk".

The company behind the Pink Patch claims the device works by releasing herbal ingredients into the body which promote weight loss.

But the ASA said they had seen no evidence that the ingredients when combined together in the patch resulted in any weight loss.

They said that advocating weight loss at a rate of one stone in two weeks was "contrary to good medical and nutritional practice".