A FITNESS centre advertisement has caused complaints after it claimed that the centre’s workouts could help women avoid breast cancer.

Curves, of King Street, Maidstone, put an advertisement in last week’s Kent Messenger to coincide with Breast Cancer Awareness month.

The advertisement states: “Our 30-minute workout three times a week can help diminish the risk of breast cancer.”

But the Advertising Standards Authority has received complaints.

The ASA said: “We have received a couple of complaints about an advertisement by Curves for their three-times-a-week workout.

“Members of the public have objected to claims that a workout can help to diminish the risk of breast cancer and other medical conditions. The ASA is considering whether it needs to launch a formal investigation.”

“Advertisers must have documentary evidence to prove all claims capable of objective substantiation. Whether a claim is direct or implied they must have evidence to back up those claims.”

Curves is an American-based franchise company with branches all over the country.

A spokesman for Curves in King Street said: “Our fitness programme provides strength training and a nutrition and eating plan. The information on the advert can be found on the Internet, with scientific evidence.”

Breast cancer experts have also raised concerns about the claim.

A spokeswomen for the charity Breast Cancer Care said: “A healthy and varied diet combined with regular exercise can help reduce the risk of a range of illness and disease, but there is not enough evidence to suggest that exercise alone can protect women against breast cancer.

“Every day our helpline hears from many women concerned that a particular lifestyle factor may mean they are at high risk when one factor alone does not prevent the disease.”

Peter Jones, a consultant surgeon who specialises in breast cancer at Maidstone Hospital, said: “Some evidence suggests having a healthy lifestyle and exercising can help with cancer. The main factor is women getting older.”

One of the people who reported Curves to the ASA was Victoria Powell, of McCauley Close, Larkfield, whose daughter is recovering from breast cancer.