A million-shekel class action motion was filed on Thursday against the distributors of Mega Gluflex food supplements, on the alleged grounds that the marketing misled the public. It won't help the joints and inhibit aging as the ads imply, the plaintiffs argue.

Taam-Teva Altman has been marketing the product through aggressive campaigns that promise Mega Gluflex will preserve the customers' joints.

The company stands accused of misleading consumers and of not publishing the fact that the efficacy of the pills has not been proven in scientific tests.

The plaintiffs are four consumers suffering from ailments of the joints. In their lawsuit at the Tel Aviv District Court, the four claim via attorney Eran Aharon: "The promise, that there is a treatment for the cartilage of the body, is devoid of scientific backing and the reliance on ostensible medical trials is baseless. At most they are surveys of public opinion and/or satisfaction surveys."

The marketing misleads the public into thinking the product can impede the process of aging. The ads cause many patients in Israel and millions around the world waste their good money in vain, the plaintiffs argue.

Moreover, if patients believe the agent will have the claimed effect, they may delay seeking real help, they claim.

Taam-Teva Altman told Haaretz that rival drug companies are almost certainly behind the lawsuit. The company said that controlled studies in Israel and the world prove that glucosamine and chondroitin, the active ingredients in Mega Gluflex, "have a most positive effect on people with joint problems."