PROFESSOR-LED CARE IN ELITE SPORTDossier access · personal handling

The body & responsibility / Marie France for Men

Aga Muhlach

A visible result does not, by itself, prove a product works.

Aga Muhlach · Advertising agency PAASI / Marie France for Men · Philippines · 2011–2022

Damages award overturned

A visible result does not explain what caused it.

The case & the HPA perspective
Aga Muhlach in a black jacket; an undated studio portrait from his Shawtout talent profile. The URL indicates publication in July 2021, not the year the photograph was taken.

Aga Muhlach in a black jacket; an undated studio portrait from his Shawtout talent profile. The URL indicates publication in July 2021, not the year the photograph was taken. · Photo: Photographer not credited; published on Aga Muhlach's Shawtout talent profile. · Individual usage licence to be confirmed before publication· Image reference for this local draft; confirm a usage licence before publication.

Editorial portrait. Not a photograph of HPA treatment or a before-and-after comparison.

01 / THE DOCUMENTED EVENTS

What is on the public record.

The agency's claims included allegations that Aga Muhlach attended too few treatments and attributed his weight loss to exercise and diet. An initial damages award of more than ₱7.3 million was overturned in 2022. No particular target physique or exclusive use of the advertised treatment had been agreed.

02 / THE SPECIFIC RISK

What this case reveals about a partnership.

The factors behind a change may differ from the story a campaign wishes to tell.

03 / WHERE HPA COULD HELP

Where thoughtful care could make a contribution.

Clear records could distinguish treatment, personal goals and changes over time. Coordination with other specialists helps assess the different contributing factors. An individual's care record cannot, however, establish that a product caused a result. Advertising claims, exclusivity and contractual obligations require separate review.

RESPONSIBILITY BEYOND THE CAMPAIGN

What kind of care does your partnership need?

Discuss care for your organisation

04 / SOURCES & CONTEXT

These publicly documented cases illustrate different risks: contract disputes, conflicting advertising claims, interrupted care and later negative associations with a brand. The people and companies are editorial case studies; their inclusion does not imply that HPA has cared for them. Each HPA perspective is a hypothetical application of our proposed services, not evidence that HPA could have prevented the events described.

These editorial portraits identify the people discussed. They may have been taken at a different time from the events in the case study. We draw no clinical findings or conclusions about treatment needs from their appearance.

Engagement, responsibilities and boundaries · HPA Transparency Register