What misleading claims are linked to alkaline water sales?

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Misleading Claims Associated with Alkaline Water Sales

The Consumers Association of Singapore (Case) has identified "unfair practices" by Triple Lifestyle Marketing, a company selling alkaline water systems, citing nearly 90 complaints in the past year. These complaints primarily revolved around misleading claims made by the company, alongside issues of poor service and inadequate resolutions for faulty products. While the popularity of alkaline water systems has seen a steady rise, with some companies reporting annual sales increases of 20 to 30 per cent, the purported health benefits remain a subject of scientific debate.
Deceptive Marketing Practices Identified

Triple Lifestyle Marketing has faced scrutiny from Case due to allegations of misleading claims. Although the specifics of these claims are not detailed, the context suggests they are related to the purported health benefits of alkaline water. The company, which offers long-term maintenance service packages for its alkaline water systems priced around S$3,000, has accumulated a significant number of consumer grievances.
Unclear Health Benefits of Alkaline Water

Proponents of alkaline water suggest it can neutralise acidity in the human body. However, scientific consensus on these claims is not established. Experts like Professor William Chen from Nanyang Technological University note that while alkaline water may contain minerals such as calcium and potassium, these are already available in a balanced diet. He concludes that without conclusive evidence from large human trials, there is no clear necessity to consume alkaline water, which generally costs more than regular tap water.
Company Policies on Health Claims

Some companies involved in the sale of alkaline water systems have implemented policies to curb unsubstantiated health claims. For instance, Enagic Singapore, a manufacturer of alkaline ionisers and water filtration machines for nearly 47 years, explicitly prohibits its distributors from making medical, curative, or treatment-related claims, whether expressed or implied. This policy aims to prevent misleading consumers about the therapeutic properties of their products.

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What misleading claims are linked to alkaline water sales?

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