A breast enhancement treatment that promises to transfer unwanted weight from the hips to the breasts is being investigated by consumer watchdogs in the wake of recent unflattering media reports.

Bolibao, a "miracle" treatment that comes in the form of a drink, was accused in a CCTV documentary of causing gynaecological problems and doing nothing that it promised to do.

Gao Xuemin, an expert in traditional Chinese medicine, was quoted by Central China Television (CCTV) on Sunday as saying that claims the product could enlarge breasts were "groundless."

The product, made by Beijing Changcheng Pharmaceutical, has been on sale on TV since the end of last year at a price of 99 yuan (US$12) per box. It has been advertised on 17 local television stations, while on the Internet the product can be found for as little as 28 yuan (US$3.5). The company says it takes at least 10 boxes to have an impact.

"Bolibao has been dominating the bestsellers list since the end of last year," said one of the product's sales agents in a telephone interview. He declined to be named or reveal how much he sells each day, though he said sales have not fallen following the CCTV program.

Haidian Sub-Bureau of Beijing Administration of Industry and Commerce has received dozens of complaints from consumers in recent months saying that the product is ineffective and is a scam.

Xu Ying, an official of the sub-bureau, told China Daily that a product sample has been sent to a professional institute for quality check and initial analysis.

"The quality report is expected to be completed in two days and will be made public," she said.

Guangzhou-based consumer protection website 315ts.net has received 42 complaints against Bolibao this year.

Lin Hanzhong, an employee of the website, said yesterday that all complaints have been reported to the Guangzhou Administration of Industry and Commerce (GAIC).

"We want to raise awareness among the government and the public to pay close attention to fake cosmetic products," said Lin, adding that governmental measures are urgently needed to fight against fake products.

Meanwhile, sources with the GAIC said it would soon conduct a citywide inspection campaign on fake products.

"The campaign will mainly target Bolibao and other cosmetic products that harm consumers' rights and interests," said Chen Heping, an official with the GAIC.

However, Bolibao products were still available yesterday in some stores in the city.

(China Daily July 4, 2006)