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UPDATE: ASA say that the editorial is not within their remit. They also say " I have spoken with our Compliance Team regarding the advertisement and the claim “All acute and chronic illnesses treated”. The Compliance Team will ask that this claim be removed."
UPDATE: The editor of A Local Life did not respond to my letter. How rude.
UPDATE: PCC complaint not accepted; A Local Life is not a member of the PCC
UPDATE: Society of Homeopaths say "I can assure you that Mr. Ward has accepted the advert at the bottom of the page was in breach of the ASA regulations and was a mistake. He has undertaken not to repeat the advertisement in this form."
The article's author Andrew Ward asserts that seasonal flu vaccines are not an effective treatment for seasonal flu. What does he suggest instead?
Why, homeopathy, of course!
"Homeopathic medicine - enhance and protect your HEALTH and IMMUNITY.
Winter is upon us and the temperatures are beginning to fall. Seasonal flu is already widespread in the area. It is an epidemic disease that occurs in distinct waves of about 13 - 15 weeks. Usually it coincides with lower temperatures and then the outbreak effects susceptible persons. Normally, although uncomfortable, the illness is not serious however for a few individuals it can be serious. Conventional medicine has no answer to these outbreaks. Even the well known vaccines have now been shown to be of no real use.
Homeopathy has always provided the best solution to the prevention and treatment of this debilitating illness. We can show that by raising your level of health you can become less prone to the illness or if contracted you can recover much more quickly with less after effects. One of the complications of the 'flu is respitory symptoms such as bronchitus or pneumonia. Again homeopathy can help preven[sic] this or treat quickly if it arises. Often an acute illness will resolve more quickly with the right homeopathic prescription than with antibiotics, and with no side effects!
Some examples
In cold wet spells BRYONIA is a good choice with a hard dry cough, flushed face, tremendous thirst, pains, irritability but wants to remain still and coated tongue.
In milder spells GELSEMIUM can be used with exhaustion, heavy eyes, thirstless and aches.
Also EUPATORIUM with extreme bone and muscle aches, restless, coated tongue, fever but no sweat, and great thirst.
If 'flu appears after exposure to chill then think of ACONITE with hot burning face, restlessness, fear, and fever.
ARSENICUM will often abort an attack of 'flu with restlessness, chill, thirst for sips (especially warm drinks) prostration, anxiety/aggrevation after midnight and desire for reassurance.
SEASONAL FLU
Have you thought about using homeopathic medicine to help you to protect and combat the seasonal flu. My experience shows that homeopathy is the most effective treatment for this debilitating illness. Not only does it help the person overcome the illness more quickly, it can help to avoid any unwelcome left-overs from the illness. This is common after 'flu. The person feels tired and listless, without the usual amount of energy. I have many examples of this scenario helped quickly with the right prescription." (Original article link)
Here is my letter to the Press Complaints Commission...
I write to complain about an editorial in the magazine "A Local Life", Issue 2, published in January 2010. I believe that is in breach of the PCC Editor's Code of Practice, specifically Sections 1(i), 1(ii), 1(iii) and 2.
I enclose a scan of the editorial. I can provide an original copy, by post, if required.
1. "A Local Life" is a free magazine published monthly and distributed in the town of Bradford on Avon in Wiltshire.
2. On page 20 of the January 2010 issue, an editorial entitled "Homeopathic Medicine - enhance and protect your health and immunity" was published.
3. At the bottom of page 20, an advertisement for Andrew Ward, a local Homeopath, also appears. The PCC does not deal with advertisements; this complaint is thus concerned only with the editorial which appears above it.
4. Section 1(i) of the Editor's code states "The Press must take care not to publish inaccurate, misleading or distorted information, including pictures."
5. The editorial states "Seasonal flu is already widespread in the area. ...Conventional medicine has no answer to these outbreaks."
6. This statement is false. Vaccines exist and numerous clinical trials attest to their effectiveness in combatting the disease. To mention just one example, the Cochrane Database of Systematic Reviews, Issue 4, 2009 [1] concludes:
"Influenza vaccines are effective in reducing cases of influenza, especially when the content predicts accurately circulating types and circulation is high."
7. Section 1(i) of the Editor's code states specifically that "The Press must take care..."
8. Few journalists are qualified in medicine, and in order to comply with the code, it would be reasonable to expect the media to consult someone qualified in evidence-based medicine before publishing medical advice. If the magazine had consulted, for example, a GP, it is highly unlikely that they would have been advised that "Conventional medicine has no answer to these outbreaks". The magazine has not taken care to avoid publishing inaccurate information and is thus in breach of Section 1(i) of the code.
9. Section 1(iii) of the code states "The Press, whilst free to be partisan, must distinguish clearly between comment, conjecture and fact."
10. The statement "Conventional medicine has no answer to these outbreaks" is presented as a fact, yet it is demonstrably false (as I outlined in Paragraph 6). The magazine is thus in breach of Section 1(iii) of the code.
11. Several further parts of the editorial are in breach of Section 1(i) of the code for the reasons I outlined in Paragraph 8, and in breach of Section 1(iii) of the code for the reasons I outlined in Paragraph 10.
12. The editorial states "Even the well known vaccines have now been shown to be of no real use."
13. This statement is false. Vaccines exist and numerous clinical trials attest to their effectiveness in combatting the disease[1]. The editorial is thus in breach of Sections 1(i) and 1(iii) of the code.
14. The editorial states "Homeopathy has always provided the best solution to the prevention and treatment of this debilitating illness".
15. This statement is false. An exhaustive meta-analysis published in The Lancet in 2005 [2] has shown that there is no evidence to suggest homeopathy is effective beyond placebo against any medical disorder. Four similar meta-studies reached the same conclusion. The editorial is thus in breach of Sections 1(i) and 1(iii) of the code.
16. The editorial states "One of the complications of the 'flu is respiratory symptoms such as bronchitis or pneumonia. Again Homeopathy can help preven [sic] this or treat quickly if it arises."
17. This statement is false. An exhaustive meta-analysis published in The Lancet in 2005 [2] has shown that there is no evidence to suggest homeopathy is effective beyond placebo against any medical disorder. Four similar meta-studies reached the same conclusion. The editorial is thus in breach of Sections 1(i) and 1(iii) of the code.
18. The editorial states "Often an acute illness will resolve more quickly with the right homeopathic prescription than with anti-bodies [sic], and with no side-effects!"
19. This statement is false. An exhaustive meta-analysis published in The Lancet in 2005 [2] has shown that there is no evidence to suggest homeopathy is effective beyond placebo against any medical disorder. Four similar meta-studies reached the same conclusion. The editorial is thus in breach of Sections 1(i) and 1(iii) of the code.
20. The editorial names "Some examples" of homeopathic treatment for symptoms of flu. I will mention just one of them.
21. The editorial states "ARSENICUM will often abort an attack of 'flu with restlessness, chill, thirst for sips (especially warm drinks) prostration, anxiety, aggravation after midnight and desire for re-assurance."
22. This statement is false. An exhaustive meta-analysis published in The Lancet in 2005 [2] has shown that there is no evidence to suggest homeopathy is effective beyond placebo against any medical disorder. Four similar meta-studies reached the same conclusion. The editorial is thus in breach of Sections 1(i) and 1(iii) of the code.
23. A reader of the magazine, Hayley Stevens, has been in correspondence with the editor of the magazine regarding the editorial. The correspondence has been published on an internet blog.[3]
24. Section 2 of the code states "A fair opportunity for reply to inaccuracies must be given when reasonably called for."
25. The editor is reported to have written "...it's great that you take the time to comment but the article is not one that requires a counter comment...". The editor reportedly continues by writing "I feel that there are many other worthy causes that I would rather give space to..." and concludes by writing "In the future if you wish to contribute on other issues..."
26. If the reported correspondence is factual and accurate, the editor has thus refused Ms Stevens' reasonable request that the numerous inaccuracies in the editorial be corrected. His final response is that Ms Stevens (or others) might be allowed to contribute only on other issues, not on the matter under dispute. If the reported correspondence is factual and accurate, it is a grave breach of Section 2 of the code.
27. Section 1(ii) of the code states "ii) A significant inaccuracy, misleading statement or distortion once recognised must be corrected, promptly and with due prominence, and - where appropriate - an apology published." If the reported correspondence is factual and accurate, the magazine is in breach of Section 1(ii) of the code.
28. I have written personally to the magazine to ask them to publish a correction as the Editor's Code requires them to do. If I do not receive a satisfactory reply, I will make a further complaint to the PCC in the future.
29. Public health is a serious issue. Seasonal flu is responsible for many hundreds of deaths annually in the United Kingdom. The printed media frequently publishes criticism of publich health policy in the form of comment and conjecture; it is their right to do so. In this instance, though, we are dealing with the presentation of demonstrable falsehoods presented not as comment, or as conjecture, but as fact. It is a most serious issue, and I hope the Commission will give it their urgent attention.
Footnotes:
[1] http://mrw.interscience.wiley.com/cochrane/clsysrev/articles/CD001269/frame.html
[2] "Are the clinical effects of homoeopathy placebo effects? Comparative study of placebo-controlled trials of homoeopathy and allopathy", Lancet 366 (9487), 2005. Summary available at
http://www.ncbi.nlm.nih.gov/pubmed/16125589
[3] http://ratherfriendly.blogspot.com/2010/01/local-life-reply-to-my-request.html
...and my letter to the Editor of the magazine...
Dear Sir/Madam,
I write about the article published in "Homeopathic Medicine: enhance and protect your health and immunity" published in the January 2010 issue of "A Local Life" magazine.
The article made a number of claims which, although being demonstrably false, were reported as fact. The claims included:
"Seasonal flu is already widespread in the area. ...Conventional medicine has no answer to these outbreaks."
"Conventional medicine has no answer to these outbreaks"
"Even the well known vaccines have now been shown to be of no real use."
"Homeopathy has always provided the best solution to the prevention and treatment of this debilitating illness".
"One of the complications of the 'flu is respiratory symptoms such as bronchitis or pneumonia. Again Homeopathy can help preven [sic] this or treat quickly if it arises."
I demand that you correct these inaccuracies at the earliest opportunity. I remind you of your obligations under the Press Complaints Commission's "Editor's Code of Practice", namely:
Section 1(ii): A significant inaccuracy, misleading statement or distortion once recognised must be corrected, promptly and with due prominence, and - where appropriate - an apology published.
Section 2: A fair opportunity for reply to inaccuracies must be given when reasonably called for.
I further remind you of your obligations under the Committee of Advertising Practice (CAP) Code, namely:
Section 2.1: All marketing communications should be legal, decent, honest and truthful.
Section 2.2: All marketing communications should be prepared with a sense of responsibility to consumers and to society.
Section 6.1: Marketers should not exploit the credulity, lack of knowledge or inexperience of consumers.
Section 7.1: No marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise.
I urge you to take urgent action to comply with your responsibilities.
Yours faithfully,
...and since the article was an advertorial, I also wrote to the Advertisting Standards Authority...
Dear Sir/Madam
I write to complain about an advert published in the magazine "A Local Life", Issue 2, dated January 2010.
The advert consists of a marketing promotion entitled "Homeopathic Medicine - enhance and protect your health and immunity".
I enclose a scan of the promotion. I believe it is in breach of several sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.
1. "A Local Life" is a free magazine published monthly and distributed in the town of Bradford on Avon in Wiltshire.
2. On page 20 of the January 2010 issue, an editorial entitled "Homeopathic Medicine - enhance and protect your health and immunity" was published. At the bottom of the same page an advertisement for a local Homeopath, Andrew Ward, also appears.
3.
(i) The "editorial" is in fact a paid-for marketing promotion by the same Andrew Ward. As such, it falls within the remit of the CAP code, specifically Sections 1.1(g) "sales promotions" and/or 1.1(h) "advertisement promotions".
(ii) The fact that the "editorial" is a paid-for marketing promotion has been established beyond doubt. Some correspondence concerning the marketing promotion has been published on the internet[1]. The magazine's editor is quoted as saying
"I am sorry that you were not happy with the article in issue 2, however I would like to explain that as a free magazine that we build relationships with local businesses and advertorial is paid for as you can see the article is accompanied by an advert."
(iii) I will proceed on the basis that the quoted correspondence is either factually correct, or that its veracity can be easily established during the course of an ASA investigation.
4. The CAP Code, Section 3.1, states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."
5. The CAP Code, Section 7.1, states "No marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise."
6. The promotion states "Seasonal flu is already widespread in the area. ...Conventional medicine has no answer to these outbreaks."
7. This statement is false. Vaccines exist and numerous clinical trials attest to their effectiveness in combatting the disease. To mention just one example, the Cochrane Database of Systematic Reviews, Issue 4, 2009 [2] concludes:
"Influenza vaccines are effective in reducing cases of influenza, especially when the content predicts accurately circulating types and circulation is high."
The promotion is thus in breach of Sections 3.1 and 7.1 of the code.
8. The promotion states "Even the well known vaccines have now been shown to be of no real use."
9. This statement is false. Vaccines exist and numerous clinical trials attest to their effectiveness in combatting the disease[2]. The promotion is thus in breach of Sections 3.1 and 7.1 of the code.
10. The promotion states "Homeopathy has always provided the best solution to the prevention and treatment of this debilitating illness".
11. This statement is false. An exhaustive meta-analysis published in The Lancet in 2005 [3] has shown that there is no evidence to suggest homeopathy is effective beyond placebo against any medical disorder. Four similar meta-studies reached the same conclusion. The promotion is thus in breach of Sections 3.1 and 7.1 of the code.
12. The promotion states "One of the complications of the 'flu is respiratory symptoms such as bronchitis or pneumonia. Again Homeopathy can help preven [sic] this or treat quickly if it arises."
13. This statement is false. An exhaustive meta-analysis published in The Lancet in 2005 [3] has shown that there is no evidence to suggest homeopathy is effective beyond placebo against any medical disorder. Four similar meta-studies reached the same conclusion. The promotion is thus in breach of Sections 3.1 and 7.1 of the code.
14. The promotion states "Often an acute illness will resolve more quickly with the right homeopathic prescription than with anti-bodies [sic], and with no side-effects!"
15. This statement is false. An exhaustive meta-analysis published in The Lancet in 2005 [3] has shown that there is no evidence to suggest homeopathy is effective beyond placebo against any medical disorder. Four similar meta-studies reached the same conclusion. The promotion is thus in breach of Sections 3.1 and 7.1 of the code.
16. The promotion names "Some examples" of homeopathic treatment for symptoms of flu. I will mention just one of them.
17. The promotion states "ARSENICUM will often abort an attack of 'flu with restlessness, chill, thirst for sips (especially warm drinks) prostration, anxiety, aggravation after midnight and desire for re-assurance."
18. This statement is false. An exhaustive meta-analysis published in The Lancet in 2005 [3] has shown that there is no evidence to suggest homeopathy is effective beyond placebo against any medical disorder. Four similar meta-studies reached the same conclusion. The promotion is thus in breach of Sections 3.1 and 7.1 of the code.
19. The CAP Code, Section 6.1, states "Marketers should not exploit the credulity, lack of knowledge or inexperience of consumers."
20. Seasonal flu is a serious publich health issue. The virus is responsible for many hundreds of deaths annually in the United Kingdom, deaths which are often preventable. Consumers cannot be expected to be familiar with either the evidence supporting the effectiveness of vaccines for season flu, or with the evidence debunking the effectiveness of homeopathic remedies. The marketing promotion exploits ordinary consumers in a way which could potentially cause preventable fatalities. The promotion is thus in breach of Section 6.1 of the code.
Yours faithfully,
Footnotes:
[1] http://ratherfriendly.blogspot.com/2010/01/local-life-reply-to-my-request.html
[2] http://mrw.interscience.wiley.com/cochrane/clsysrev/articles/CD001269/frame.html
[3] "Are the clinical effects of homoeopathy placebo effects? Comparative study of placebo-controlled trials of homoeopathy and allopathy", Lancet 366 (9487), 2005. Summary available at
http://www.ncbi.nlm.nih.gov/pubmed/16125589
...and finally - to the Society of Homeopaths!
Dear Sir/Madam,
I write to lodge a formal complaint against Andrew Ward Dip.IACH R.S.Hom.
The matter concerns an advertisement placed in the magazine "A Local Life", Issue 2 (January 2010) by Mr Ward. I enclose a copy of the advert.
I argue that Mr Ward is responsible for multiple breaches of the Society's "Code of Ethics and Practice", specifically Section 48 and 72, and multiple breaches of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) Code, specifically Sections 3.1, 6.1 and 7.1. I further discuss an interpretation of Mr Ward's words which could be viewed as being contrary to the Cancer Act 1939.
INTRODUCTION
1. "A Local Life" is a free magazine published monthly and distributed in the town of Bradford-on-Avon in Wiltshire.
2. On page 20 of the January 2010 issue, an editorial entitled "Homeopathic Medicine - enhance and protect your health and immunity" was published. At the bottom of the same page an advertisement appears for Mr Ward's practices in Bradford-on-Avon and London.
3. (i) The "editorial" is in fact a paid-for marketing promotion by Mr Ward. As such, it falls within the remit of the Code of Ethics and Practice Section 48 (dealing with "Publicity and advertising").
(ii) The fact that the "editorial" is a paid-for marketing promotion has been established beyond doubt. Some correspondence concerning the marketing promotion has been published on the internet [1]. The magazine's editor is quoted as saying
"I am sorry that you were not happy with the article in issue 2, however I would like to explain that as a free magazine that we build relationships with local businesses and advertorial is paid for as you can see the article is accompanied by an advert."
(iii) I will proceed on the basis that the quoted correspondence is either factually correct, or that its veracity can be easily established during the course of any investigation by the Society's Professional Conduct Department.
4. (i) Section 48 of the Code of Ethics states "All advertisements shall conform to the British Code of Advertising Practice."
(ii) I will refer to the British Code of Advertising Practice (the "CAP code") several times. I will assume that the Society, having their own copies of the CAP code, do not require me to send them one.
5. The Code of Ethics (Introduction) states "A professional homeopath has, by becoming a member of the Society, agreed to be bound by and to observe this Code of Ethics..."
6. Thus, Mr Ward's general conduct is subject to certain obligations under Section 72 of the Code of Ethics (dealing with "Legal obligations"). Any material Mr Ward publishes in a magazine, regardless of whether is is an advertisement, would certainly fall under the remit of Section 72.
COMPLAINT
7. On the basis of the correspondence I mention in Section 3, I will proceed under the assumption that the text of the marketing promotion was penned by Mr Ward. In this context, I shall write "Mr Ward states..." as a shorthand for "Mr Ward apparently states..." and "Mr Ward's assertion..." as a shorthand for "Mr Ward's apparent assertion..."
8. (i) In the marketing promotion, Mr Ward states "Seasonal flu is already widespread in the [local] area. ...Conventional medicine has no answer to these outbreaks."
(ii) Section 48 of the Code of Ethics states "Advertising shall not be false, fraudulent, misleading, deceptive, extravagant or sensational."
(iii) Section 7.1 of the CAP Code states "No marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise."
(iv) Mr Ward's assertion is false. Vaccines exist and numerous clinical trials attest to their effectiveness in combatting the disease. To mention just one example, the Cochrane Database of Systematic Reviews, Issue 4, 2009 [2] concludes:
"Influenza vaccines are effective in reducing cases of influenza, especially when the content predicts accurately circulating types and circulation is high."
(v) Mr Ward's assertion is thus in breach of Section 48 of the Code of Ethics and in breach of Section 7.1 of the CAP Code.
9. (i) Mr Ward states "Even the well known vaccines have now been shown to be of no real use."
(ii) Section 48 of the Code of Ethics states "Advertising shall not be false, fraudulent, misleading, deceptive, extravagant or sensational."
(iii) Section 7.1 of the CAP Code states "No marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise."
(iv) Mr Ward's assertion is manifestly false and misleading. Vaccines exist and numerous clinical trials attest to their effectiveness in combatting the disease[2].
(v) Mr Ward's assertion is thus in breach of Section 48 of the Code of Ethics and in breach of Section 7.1 of the CAP Code.
10. (i) Mr Ward states "Homeopathy has always provided the best solution to the prevention and treatment of this debilitating illness".
(ii) Section 48 of the Code of Ethics states "Advertising shall not be false, fraudulent, misleading, deceptive, extravagant or sensational."
(iii) Section 3.1 of the CAP Code states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."
(iv) Section 7.1 of the CAP Code states "No marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise."
(v) Mr Ward's assertion is false and misleading. An exhaustive meta-analysis published in The Lancet in 2005 [3] has shown that there is no evidence to suggest homeopathy is effective beyond placebo against any medical disorder. Four similar meta-studies reached a similar conclusion. Allopathic treatments exist which are of proven effectiveness beyond placebo[2].
(vi) Mr Ward's assertion is thus in breach of Section 48 of the Code of Ethics and in breach of Sections 3.1 and 7.1 of the CAP Code.
11. (i) Mr Ward states "One of the complications of the 'flu is respiratory symptoms such as bronchitis or pneumonia. Again Homeopathy can help preven [sic] this or treat quickly if it arises."
(ii) Section 48 of the Code of Ethics states "Advertising shall not be false, fraudulent, misleading, deceptive, extravagant or sensational."
(iii) Section 3.1 of the CAP Code states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."
(iv) Section 7.1 of the CAP Code states "No marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise."
(v) Mr Ward's assertion is false and misleading. An exhaustive meta-analysis published in The Lancet in 2005 [3] has shown that there is no evidence to suggest homeopathy is effective beyond placebo against any medical disorder. Four similar meta-studies reached a similar conclusion.
(vi) Mr Ward's assertion is thus in breach of Section 48 of the Code of Ethics and in breach of Sections 3.1 and 7.1 of the CAP Code.
12. (i) Mr Ward states "Often an acute illness will resolve more quickly with the right homeopathic prescription than with anti-bodies [sic], and with no side-effects!"
(ii) Section 48 of the Code of Ethics states "Advertising shall not be false, fraudulent, misleading, deceptive, extravagant or sensational."
(iii) Section 3.1 of the CAP Code states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."
(iv) Section 7.1 of the CAP Code states "No marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise."
(v) Mr Ward's assertion is false and misleading. An exhaustive meta-analysis published in The Lancet in 2005 [3] has shown that there is no evidence to suggest homeopathy is effective beyond placebo against any medical disorder. Four similar meta-studies reached a similar conclusion. Allopathic treatments, such as antibiotics, are of proven effectiveness beyond placebo [2].
(vi) Mr Ward's assertion is thus in breach of Section 48 of the Code of Ethics and in breach of Sections 3.1 and 7.1 of the CAP Code.
13. (i) Mr Ward names "Some examples" of homeopathic treatment for symptoms of flu. I will mention just one of them.
(ii). Mr Ward states "ARSENICUM will often abort an attack of 'flu with restlessness, chill, thirst for sips (especially warm drinks) prostration, anxiety, aggravation after midnight and desire for re-assurance."
(iii) Section 48 of the Code of Ethics states "Advertising shall not be false, fraudulent, misleading, deceptive, extravagant or sensational."
(iv) Section 3.1 of the CAP Code states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."
(v) Section 7.1 of the CAP Code states "No marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise."
(vi) Mr Ward's assertion is false and misleading. An exhaustive meta-analysis published in The Lancet in 2005 [3] has shown that there is no evidence to suggest homeopathy is effective beyond placebo against any medical disorder. Four similar meta-studies reached a similar conclusion.
(vii) Mr Ward's assertion is thus in breach of Section 48 of the Code of Ethics and in breach of Sections 3.1 and 7.1 of the CAP Code.
(viii) Section 72 of the Code of Ethics states "To avoid making claims (whether explicit or implied; orally or in writing) implying cure of any named disease."
(ix) Mr Ward's assertion that Arsenicum "will often abort an attack of 'flu" is certainly a claim of an implied cure of a named disease. It could be argued that it is, in fact, an explicit claim of a cure.
(x) Mr Ward's assertion is thus a grave breach of Section 72 of the Code of Ethics.
(xi) Section 6.1 of the CAP Code states "Marketers should not exploit the credulity, lack of knowledge or inexperience of consumers."
(xii) Seasonal flu is a serious public health issue. The virus is responsible for many hundreds of deaths annually in the United Kingdom, deaths which are often preventable. Consumers cannot be expected to be familiar with either the evidence supporting the effectiveness of vaccines for season flu, or with the evidence which fails to support the effectiveness of homeopathic remedies. The marketing promotion exploits ordinary consumers in a way which could potentially cause preventable fatalities.
(xiii) Mr Ward's assertion is thus an extremely grave breach of Section 6.1 of the CAP code.
14. (i) In the section at the bottom of page 20, Mr Ward advertises his practices in Bradford-on-Avon and London.
(ii) In this advertisement, Mr Ward states "All acute and chronic illnesses treated."
(iii) The Cancer Act 1939, states "No person shall take any part in the publication of any advertisement... containing an offer to treat any person for cancer, or to prescribe any remedy therefor, or to give any advice in connection with the treatment thereof..."
(iv) I suggest to the Professional Conduct Department that a claim to treat "all acute and chronic illnesses" leaves his words open to an accusation that he is making an implicit claim for a treatment for cancer; if such an accusation were to be made, Mr Ward could hypothetically find himself being prosecuted under the Act.
RESOLUTION
15. Section 86 of the Code of Ethics states "A concern or complaint can be brought by any member of the public or of the Society"
16. I have never been a patient of Mr Ward. I write, therefore, as a member of the public.
17. Section 85 of the Code of Ethics states "The mediation of the Society serves to assist relationships between both homeopath and patient and also between fellow homeopaths."
18. Since I have never been a patient of Mr Ward, a process of mediation prior to a "Formal and confidential report...made to the Professional Conduct Department" (Section 89 of the Code of Ethics) may not be possible and/or appropriate. If the Society were to accept them, some aspects of my complaint are so grave that a process of mediation would be entirely inappropriate.
19. Nevertheless, I would regard it as a most satisfactory resolution to my complaint if Mr Ward were to retract his comments in full in the next issue of "A Local Life" and undertake to the Society not to repeat them.
20. The Society of Homeopaths is a reputable organisation representing the overlapping interests of professional homeopaths, patients and the general public. I trust they will give this matter their full, impartial and diligent attention.
Yours faithfully,
Footnotes:
[1] http://ratherfriendly.blogspot.com/2010/01/local-life-reply-to-my-request.html
[2] http://mrw.interscience.wiley.com/cochrane/clsysrev/articles/CD001269/frame.html
[3] "Are the clinical effects of homoeopathy placebo effects? Comparative study of placebo-controlled trials of homoeopathy and allopathy", Lancet 366 (9487), 2005. Summary available at
http://www.ncbi.nlm.nih.gov/pubmed/16125589
The article has also been discussed here and here.
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