*Susan Hudd - hears voices in her head

Susan (or Sue) Hudd is one of those people who is on TV a lot because she can hear voices in her head.

UPDATE, 19 Mar: ASA reply "As regulator [sic], we can intervene if, amongst other things, an ad risks provoking serious or widespread offence, poses a realistic risk of causing significant harm or of materially misleading consumers about goods or services. We have considered the ad and your complaint and, from what we've seen, we don't think it's likely that there has been a breach of the Advertising Code in this case.

We have reviewed the ad with your concerns in mind but in this case we don't feel that the ad is likely to risk materially misleading consumers to their detriment. The text in the ad does no more than state the nature of the advertiser's business.

While I understand your comments, there are no specific claims (about the accuracy of readings, for example) made in the ad. We consider that consumers generally will understand the meaning of "Psychic Clairvoyant Medium & Signature Reader" and that it is an individual's belief in their spiritual ability. On that basis, we concluded that we do not have grounds for intervention in this case."


There is no mention of "for entertainment purposes" in her advert. I thought I would ask the ASA why.

"I write to complain about an advert published in the February 2010 issue of "High Spirit Magazine".

The advert, for Susan Hudd, is entitled "Susan Hudd - Sky TV's Psychic Clairvoyant Medium & Signature Reader".

I have submitted a scan of the advert. I can provide an original copy of the advert by post, if required.

I suspect that the advert is in breach of one section of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

1. "High Spirit" magazine is a monthly publication available in high street stores like WHSmiths.

2. The February 2010 issue (page 78) carried an advert entitled "Susan Hudd - Sky TV's Psychic Clairvoyant Medium & Signature Reader". The advert promoted a telephone psychic reading service with the advertiser.

3. 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."

4. Given that the advert makes no mention of "magic", "illusions" or "for entertainment", I challenge whether the advertiser holds documentary evidence for the claim that Susan Hudd is a psychic, a clairvoyant, a medium, and a signature reader.

5. I confirm that I have no connections with the advertiser, the magazine, or with the publishing industry in general. I confirm that I am not involved in legal proceedings with the advertiser or the magazine.

6. I confirm that I am happy to be identified as the complainant."

*Stephen Holbrook - clairvoyant, or not?

Stephen Holbrook describes himself as a "clairvoyant".

UPDATE, 19 Mar: ASA reply "Thank you for contacting the Advertising Standards Authority. We have viewed the advertisement you refer to and considered the issue you raise in terms of the CAP (Non-broadcast) Advertising Code but there do not appear to be grounds for formal investigation on this occasion.

We note that the ad does not include any specific claims of success or guarantees of the service which might constitute a breach of the Code. The ad is stating what the advertiser is offering, and there do not appear to be claims, or guarantees of success, which we would expect the advertiser to be able to substantiate. Whilst we appreciate that the show being advertised will not appeal to all who see it, we do not consider that further action on the points you raise would be justified on this occasion, or that the specific content of the ad is likely to detrimentally mislead those who see it." (Letter)

(Image credit)

If you're quick, you can buy a ticket to see Stephen at the Tilsworth Golf Centre in Leighton Buzzard. (You can see an advert for it here.)

I won't be there, but I would still like to know if he can provide documentary evidence of his claim. The usual ASA complaint follows.

"I write to complain about an advert published in the Luton Herald and Post on Thursday, February 25th, 2010.

The advert, for Premier Newspapers Evening Events, is entitled "An Evening of Clairvoyance with Stephen Holbrook".

I have submitted a scan of the advert. I can provide an original copy of the advert by post, if required.

I suspect that the advert is in breach of one section of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

1. The Herald and Post is a free newspaper distributed weekly in Luton, in South Bedfordshire.

2. The Thursday, February 25th, 2010 issue (page 58) carried an advert entitled "An Evening of Clairvoyance with Stephen Holbrook". The advert promoted two events, one in Leighton Buzzard (Bedfordshire), the other in Aylesbury (Buckinhamshire).

3. 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."

4. Given that the advert makes no mention of "magic", "illusions" or "for entertainment", I challenge whether the advertiser holds documentary evidence for the claim that Stephen Holbrook is a clairvoyant.

5. Given that the advert makes no mention of "magic", "illusions" or "for entertainment", I challenge whether the advertiser holds documentary evidence for the claim that Sandy Ingham is a medium, or the she has psychic abilities.

6. I confirm that I have no connections with the advertiser, the Herald and Post, or with the publishing industry in general. I confirm that I am not involved in legal proceedings with the advertiser or the Herald and Post.

7. I confirm that I am happy to be identified as the complainant."

*Nexus Magazine - not exactly averse to promoting woo

The February 2010 issue of Nexus Magazine has provided rich pickings for this vexatious complainant, so my last complaint features an advert placed by... Nexus Magazine themselves!

UPDATE, 20 May: ASA reports "[The advertiser] has given us their written assurance that, going forward, the ad (and the claims therein) will not appear again."

(Image credit)

Pinhole glasses are available everywhere, but unfortunately, there isn't much evidence that they are beneficial for anyone.

I just the ASA will agree.

"I write to complain about an advert published in Nexus Magazine, Vol. 17, No. 2 (February-March 2010).

The advert, for Nexus Magazine themselves, is entitled "Pinhole Glasses".

I have submitted a scan of the advert. I can provide an original copy of the advert by post, if required.

I suspect that the advert is in breach of two sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

1. Nexus Magazine is published in the UK "under licence by Nexus Magazine (UK) Ltd". It is available in high street shops like WH Smiths.

2. The February-March 2010 issue (Vol. 17, No. 2, page 84) carried a classified advert entitled "Pinhole Glasses".

3. 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."

4. The CAP Code, Section 50.1, states "Medical and scientific claims made about beauty and health-related products should be backed by evidence, where appropriate consisting of trials conducted on people..."

5. I challenge whether Nexus Magazine holds documentary evidence for any of the following claims, and I challenge whether their claims are backed by appropriate evidence consisting of trials conducted on people.

(i) Pinholes in pinhole glasses improve the sharpness of the image;

(ii) Pinhole glasses allow your brain to find the point of focus (i.e. more quickly);

(iii) Regularly wearing pinhole glasses provides regular exercise for the eyes;

(iv) Regularly wearing pinhole glasses helps your eyes' focusing system.

6. I confirm that I have no connections with the advertiser, Nexus Magazine, or with the publishing industry in general. I confirm that I am not involved in legal proceedings with the advertiser or Nexus Magazine.

7. I confirm that I am happy to be identified as the complainant."

*Joe Potts - Hands-on healer

Joe Potts' website was obliterated when Geocities closed down, so I can't find many details about his improbable hands-on healing claims. He still advertises in Nexus Magazine.

UPDATE, 20th May: ASA report "[The advertiser] has provided their assurance that the wording of future ads will be revised to remove the references to "Back problems" and "Healer". We consider that this will resolve the complaint..."

(Image credit - not necessarily depicting Joe Potts)

Perhaps the ASA can turn up something?

"I write to complain about an advert published in Nexus Magazine, Vol. 17, No. 2 (February-March 2010).

The advert, for Joe Potts, is entitled "Joe Potts - Dorset's 'no improvement no fee' healer".

I have submitted a scan of the advert. I can provide an original copy of the advert by post, if required.

I suspect that the advert is in breach of two sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

1. Nexus Magazine is published in the UK "under licence by Nexus Magazine (UK) Ltd". It is available in high street shops like WH Smiths.

2. The February-March 2010 issue (Vol. 17, No. 2, page 77) carried a classified advert entitled "Joe Potts - Dorset's 'no improvement no fee' healer". The advert promotes a hands-on healing service.

3. 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."

4. The CAP Code, Section 50.1, states "Medical and scientific claims made about beauty and health-related products should be backed by evidence, where appropriate consisting of trials conducted on people..."

5. I challenge whether Joe Potts holds documentary evidence for his claim that he can heal back problems, and I challenge whether his claim is backed by appropriate evidence consisting of trials conducted on people.

6. I confirm that I have no connections with the advertiser, Nexus Magazine, or with the publishing industry in general. I confirm that I am not involved in legal proceedings with the advertiser or Nexus Magazine.

7. I confirm that I am happy to be identified as the complainant."

*Bill Sohan - healing by post

Bill Sohan advertises his services in Nexus Magazine, claiming that he can heal people and animals at a distance.

UPDATE, 4th May: ASA report " The advertiser has provided a written assurance that the ad will be amended to remove the reference to 'DISTANT … ' healing."

(Image credit)

His website helpfully clarifies that, although the service is free, "contributions of any size are most gratefully received. Cheques should be made payable to P.Sohan (and not Bill Sohan)."

Standard ASA complaint follows.

"I write to complain about an advert published in Nexus Magazine, Vol. 17, No. 2 (February-March 2010).

The advert, for Bill Sohan, is entitled "DISTANT HEALING".

I have submitted a scan of the advert. I can provide an original copy of the advert by post, if required.

I suspect that the advert is in breach of two sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

1. Nexus Magazine is published in the UK "under licence by Nexus Magazine (UK) Ltd". It is available in high street shops like WH Smiths.

2. The February-March 2010 issue (Vol. 17, No. 2, page 77) carried a classified advert entitled "DISTANT HEALING". The advert promotes a healing-by-post service.

3. 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."

4. The CAP Code, Section 50.1, states "Medical and scientific claims made about beauty and health-related products should be backed by evidence, where appropriate consisting of trials conducted on people..."

5. I challenge whether Bill Sohan holds documentary evidence for his claim that he can heal humans and animals at a distance, and I challenge whether his claim is backed by appropriate evidence consisting of trials conducted on people.

6. I confirm that I have no connections with the advertiser, Nexus Magazine, or with the publishing industry in general. I confirm that I am not involved in legal proceedings with the advertiser or Nexus Magazine.

7. I confirm that I am happy to be identified as the complainant."

*Oral Chelation - cleans 75,000 miles of blood vessels at a stroke

EDTA is a dietary supplement that is taken as part of "oral chelation" therapy. It's available from Diversified Services who advertise in Nexus Magazine.

UPDATE, 29 Mar: ASA reply "The ASA has previously investigated claims concerning chelation; our sister organisation the Committee of Advertising Practice has stated in advice to advertisers that 'CAP understands that no convincing evidence exists and marketers should make no claims for the efficacy of this treatment'. As we already investigated and upheld complaints about this issue and we are therefore concerned to note that advertising like this continues. I have therefore passed the case to our Compliance team, who will follow it up."

(Image credit - different company)

No. I still have no idea what any of it means. I'll let the experts decide.

"I write to complain about an advert published in Nexus Magazine, Vol. 17, No. 2 (February-March 2010).

The advert, for Diversified Services, is entitled "HARD TO FIND - 100% EDTA for oral chelation".

I have submitted a scan of the advert. I can provide an original copy of the advert by post, if required.

I suspect that the advert is in breach of two sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

1. Nexus Magazine is published in the UK "under licence by Nexus Magazine (UK) Ltd". It is available in high street shops like WH Smiths.

2. The February-March 2010 issue (Vol. 17, No. 2, page 77) carried a classified advert entitled "HARD TO FIND - 100% EDTA for oral chelation". The advert promotes a powder supplement called EDTA.

3. 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."

4. The CAP Code, Section 50.1, states "Medical and scientific claims made about beauty and health-related products should be backed by evidence, where appropriate consisting of trials conducted on people..."

5. I challenge whether Diversified Services hold documentary evidence for any of the following claims, and whether any of the following claims are backed by appropriate evidence consisting of trials conducted on people (where applicable):

(i) EDTA removes arterial plaque from the blood;

(ii) EDTA removes heavy metals from the blood;

(iii) EDTA removes cholesterol from the blood.

6. I confirm that I have no connections with the advertiser, Nexus Magazine, or with the publishing industry in general. I confirm that I am not involved in legal proceedings with the advertiser or Nexus Magazine.

7. I confirm that I am happy to be identified as the complainant."

*Schweitzer Formula - fight those nasty niffs!

Jan Solomon, who can be reached on (+44) 1356 622412, offers readers of Nexus Magazine a nifty spray to combat those nasty niffs.

UPDATE, 1 Jun: ASA report the advertiser has given "her written assurance that she will remove the challenged claims about Schweitzer formula from her advertising"

(Image credit)

This Schweitzer Formula website, presumably not connected to "Jan", offers a particularly brilliant example of how quack medicine salesmen like to confuse people with pseudoscientific gobbledegook. I recommenend it to everyone.

Including the ASA.

"I write to complain about an advert published in Nexus Magazine, Vol. 17, No. 2 (February-March 2010).

The advert, for "Jan", is entitled "Schweitzer Formula".

I have submitted a scan of the advert. I can provide an original copy of the advert by post, if required.

I suspect that the advert is in breach of one section of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

1. Nexus Magazine is published in the UK "under licence by Nexus Magazine (UK) Ltd". It is available in high street shops like WH Smiths.

2. The February-March 2010 issue (Vol. 17, No. 2, page 77) carried a classified advert entitled "Schweitzer Formula". The advert promotes a spray presumably containing the "Formula".

3. 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 50.1, states "Medical and scientific claims made about beauty and health-related products should be backed by evidence, where appropriate consisting of trials conducted on people..."

6. I challenge whether "Jan" holds documentary evidence for any of the following claims, and whether any of the following claims are backed by appropriate evidence consisting of trials conducted on people (where applicable):

(i) The Schweitzer Formular is a deodarant that works;

(ii) The Schweitzer Formular improves oral hygiene;

(iii) The Schweitzer Formular reduces inflamed gums;

(iv) The Schweitzer Formular is effective as a "footspray" to combat "nasty niffs";

(v) The Schweitzer Formular helps with acne and cysts.

7. I confirm that I have no connections with the advertiser, Nexus Magazine, or with the publishing industry in general. I confirm that I am not involved in legal proceedings with the advertiser or Nexus Magazine.

8. I confirm that I am happy to be identified as the complainant."

*Barbara Ciereszko - future Nobel Prize winner

According to her advert in Nexus Magazine, Barbara's plexiglas "P-8.5" plate can strengthen your immune system, remove nitrates from water, and make magnesium appear out of thin air!

UPDATE, 30 Mar: ASA confirm that the advert has been withdrawn.

(Image credit)

I feel guilty submitting a letter to the ASA, rather than to the Nobel Prize Committee directly.

(Note for Marasu Emoto fans: this advert is relevant to your interests!)

"I write to complain about an advert published in Nexus Magazine, Vol. 17, No. 2 (February-March 2010).

The advert, for Barbara Jasmyyn Ciereszko, is entitled "WHAT KIND OF WATER DO YOU DRINK?"

I have submitted a scan of the advert. I can provide an original copy of the advert by post, if required.

I suspect that the advert is in breach of three sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

1. Nexus Magazine is published in the UK "under licence by Nexus Magazine (UK) Ltd". It is available in high street shops like WH Smiths.

2. The February-March 2010 issue (Vol. 17, No. 2, page 65) carried an advert entitled "WHAT KIND OF WATER DO YOU DRINK?"

3. The advert promoted the "P-8.5 Plate", a "Plexiglas disc" that is used to improve the characteristics of water.

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 50.1, states "Medical and scientific claims made about beauty and health-related products should be backed by evidence, where appropriate consisting of trials conducted on people..."

6. I challenge whether Barbara Jasmyyn Ciereszko holds documentary evidence for any of the following claims, and whether any of the following claims are backed by appropriate evidence consisting of trials conducted on people (where applicable):

(i) The plate creates a specific clockwise rotary field beneficial to all living organisms;

(ii) The plate can transform lifeless water into living water, improving its biological and chemical purity, structuralising and energising it, and raising its pH to approximately 8.5;

(iii) The plate can increase water's energy to 9850 Bovis units;

(iv) Regular drinking of water from the plate can bring the claimed advantages;

(v) The precense of the plate in the room may confer the claimed benefits;

(vii) The photographs taken by Dr Masaru Emoto's "Hado Life Europe" lab are typical of water crystals subjected to the P-8.5 Plate, and do not in fact show whichever crystal (chosen from among thousands) appears to best conform to Dr Emoto's theories.

7. The CAP Code, Section 6.1, states "Marketers should not exploit the credulity, lack of knowledge or inexperience of consumers."

8. I challenge whether the advert exploits the typical consumer's lack of knowledge by using pseudoscientific terms like "Bovis Units", and by using "test reports" which do not appear to have been published in any scientific peer-reviewed journal.

9. I confirm that I have no connections with the advertiser, Nexus Magazine, or with the publishing industry in general. I confirm that I am not involved in legal proceedings with the advertiser or Nexus Magazine.

10. I confirm that I am happy to be identified as the complainant."

*Indiumease - helps you recover from your anti-ageing!

UPDATE, 12 Mar: ASA say "We've already investigated and upheld complaints about this issue and I'm concerned to hear that advertising like this continues. I've therefore passed the case to our Compliance team, which will follow it up."

Like many of my readers, I spend half the day stuffing myself with pills and remedies in a desperate attempt to deny my own mortality.

All this quackery takes a certain toll on my health, but today I read that Indiumease can help me recover from the anti-ageing process!

(Image credit)

Health Approach Company offer Indiumease in the UK, but as I can't find their website, you should call them on (+44) 1380 728278 for more information. I have suggested to the ASA that they do the same.

"I write to complain about an advert published in Nexus Magazine, Vol. 17, No. 2 (February-March 2010).

The advert, for "Health Approach Company", is entitled "Indiumese".

I have submitted a scan of the advert. I can provide an original copy of the advert by post, if required.

I believe the advert is in breach of several sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

1. Nexus Magazine is published in the UK "under licence by Nexus Magazine (UK) Ltd". It is available in high street shops like WH Smiths.

2. The February-March 2010 issue (Vol. 17, No. 2, page 71) carried an advert entitled "Indiumese". The advert promoted two products: "Indiumese", a "liquid mineral" available in a half ounce bottle, and "Organica Silica", available in a litre bottle.

3. 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."

4. I challenge whether Health Approach Company holds documentary evidence for any of the following claims:

(i) Indiumese may help with type-2 diabetes;

(ii) Indiumese normalises gland function by increasing mineral absorption;

(iii) Indiumese helps anti-ageing recovery;

(iv) Indiumese may normalise the thyroid, pancreas and other glands;

(v) Indiumese makes indium absorbable for the first time;

(vi) Given the comparitive rarity of indium, whether Indiumese contains any indium whatsoever.

5. I challenge whether Health Approach Company holds documentary evidence for the claim that the "organic silica" it supplies can help dispel concerns such as arthritis, rheumatism, asthma, cardiovascular problems, cholesterol imbalance, diabetes, psoriasis, shingles, sinusitis, or any other condition.

6. I confirm that I have no connections with the advertiser, Nexus Magazine, or with the publishing industry in general. I confirm that I am not involved in legal proceedings with the advertiser or Nexus Magazine.

7. I confirm that I am happy to be identified as the complainant."

NB. I mistakenly spelled "Indiumease" as "Indiumese" in the complaint.

*Akaija - Bespoke jewellery for the electrosensitive person

The Akaija is a necklace that apparently keeps your "energy biofield strong, even during electro-magnetic attacks". Here it is, modelled by Wim Roskam's lovely girlfriend.

UPDATE, 20th May: ASA write to advise that the advertisers will withdraw the phrase "The Akaija keeps your energy (bio)field strong, even during electro-magnetic attacks, from which especially sensitive people are suffering"

(Image credit)

If, like me, you find that the silver model isn't very attractive, you can impress your woo friends with a 14 carat gold version! I wonder which the ASA will prefer?

"I write to complain about an advert published in Nexus Magazine, Vol. 17, No. 2 (February-March 2010).

The advert, for Wim Roskam, is entitled "Akaija".

I have submitted a scan of the advert. I can provide an original copy of the advert by post, if required.

I believe the advert is in breach of two sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

1. Nexus Magazine is published in the UK "under licence by Nexus Magazine (UK) Ltd". It is available in high street shops like WH Smiths.

2. The February-March 2010 issue (Vol. 17, No. 2, page 71) carried an advert entitled "Akaija".

3. The advert promotes two pieces of jewellery worn as necklaces. One, made of silver, is advertised at €42. Another, made of "14ct gold", is advertised at €168.

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. I challenge whether Wim Roskam holds documentary evidence to prove any of the following claims:

(i) The Akaija necklace keeps your energy (bio)field strong, even during electro-magnetic attacks;

(ii) Some especially sensitive people are suffering from electro-magnetic attacks.

6. The CAP Code, Section 6.1, states "Marketers should not exploit the credulity, lack of knowledge or inexperience of consumers."

7. "Electromagnetic hypersensitivity" is a condition in which some people report adverse symptoms which they believe are caused by exposure to magnetic fields.

8. A recent meta-analysis of the thirty-one studies, published in Psychosomatic Medicine (2005), has found no evidence for an electromagnetic cause of the condition.

"Conclusions: The symptoms described by "electromagnetic hypersensitivity" sufferers can be severe and are sometimes disabling. However, it has proved difficult to show under blind conditions that exposure to EMF can trigger these symptoms. This suggests that "electromagnetic hypersensitivity" is unrelated to the presence of EMF, although more research into this phenomenon is required."

(Rubin, James; J Das Munshi J, Simon Wessely (March-April 2005). "Electromagnetic hypersensitivity: a systematic review of provocation studies". Psychosomatic Medicine 67 (2): 224–32.) http://www.psychosomaticmedicine.org/cgi/content/abstract/67/2/224

9. It is unlikely that a typical consumer is aware of this research. I challenge whether Wim Roskam is exploiting "the credulity, lack of knowledge or inexperience of consumers."

10. I confirm that I have no connections with the advertiser, Nexus Magazine, or with the publishing industry in general. I confirm that I am not involved in legal proceedings with the advertiser or Nexus Magazine.

11. I confirm that I am happy to be identified as the complainant."

*Vitalzym - help for enzyme-deficient humans

UPDATE: ASA: Complaint passed to compliance team; "we feel the [advert contains] clear breaches of the CAP code"

Vitalzym is described as a "systemic enzyme therapy". And a good thing, too, because apparently humans are "universally enzyme deficient".

(Image credit)

I have no idea what any of that means, but I hope the ASA will appreciate how much work I put in to learning how to count to 25 in Roman numerals.

"I write to complain about an advert published in Nexus Magazine, Vol. 17, No. 2 (February-March 2010).

The advert, for New Dawn Nutrition, is entitled "WWW.VITALZYMUK.COM - The key to a healthy lymphatic system!".

I have submitted a scan of the advert. I can provide an original copy of the advert by post, if required.

I believe the advert is in breach of one section of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

1. Nexus Magazine is published in the UK "under licence by Nexus Magazine (UK) Ltd". It is available in high street shops like WH Smiths.

2. The February-March 2010 issue (Vol. 17, No. 2, page 59) carried an advert entitled "WWW.VITALZYMUK.COM - The key to a healthy lymphatic system!".

3. The advert promoted two products: "Vitalzym", tablets which are a "Systemic Enzyme Formula"; and "Ethos Revital Eyes [sic] Drops", an "anti-oxidant eye support".

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. I challenge whether New Dawn Nutrition hold documentary evidence to prove any of the following claims:

(i) Vitalzym can make a difference to your health;

(ii) humans are universally enzyme deficient;

(iii) Vitalzym can clean up the lymphatic system;

(iv) Vitalzym can clean up the blood system (presumably including the lymphatic system);

(v) Vitalzym can cause nutrients to reach cells more efficiently;

(vi) Vitalzym can cause "toxins" to be released more efficiently;

(vii) Vitalzym can be used for pain relief;

(viii) Vitalzym can eat up excess fibrin in the human body;

(ix) Vitalzym can dissolve blood clots;

(x) Vitalzym can dissolve scar tissue;

(xi) Vitalzym can be used for sports injuries;

(xii) Vitalzym can modulate the immune system;

(xiii) Vitalzym can energise the body;

(xiv) Vitalzym can be used for chronic fatigue;

(xv) Vitalzym can dissolve the protein coating on viruses;

(xvi) Vitalzym can benefit many more conditions besides those mentioned above;

(xvii) Ethos Revital Eye Drops are an anti-oxidant;

(xviii) The anti-oxidant properties of Ethos Revital Eye Drops can actually be obtained by using them;

(xix) Ethos Revital Eye Drops can support the eyes;

(xx) Many people have avoided cataract operations by using Ethos Revital Eye Drops;

(xxi) Ethos Revital Eye Drops contain the key nutrient required for eye health;

(xxii) The key nutrient required for eye health can be transferred into a person's eyes by using Ethos Revital Eye Drops;

(xxiii) Ethos Revital Eye Drops are proven to be safe for use with contact lenses;

(xxiv) Ethos Revital Eye Drops are ideal if you use the computer daily;

(xxv) Ethos Revital Eye Drops can be given to pets.

6. I confirm that I have no connections with the advertiser, Nexus Magazine, or with the publishing industry in general. I confirm that I am not involved in legal proceedings with the advertiser or Nexus Magazine.

7. I confirm that I am happy to be identified as the complainant."

*Goodvitality Ltd - much better value than Holland & Barretts!

GoodVitality Ltd's website is "the place to research and purchase alternative healthcare products"...

UPDATE, 3 Mar: ASA: "We have decided to pass your complaint about the Goodvitality Ltd ad to our Investigations team for assessment. They will be seeking substantiation for the comparative claim and the claim that the products can kill E-Coli."

UPDATE, 9 Apr: ASA: "...we have now received a response from Goodvitality. We have explained to them the level of evidence we would require to support the claims and they have agreed to withdraw their ad until such a time they are in a position to do that."


...but perhaps not the best place to find randomised, double-blinded trials - which has always been my understanding of the word "research".

GoodVitality offer some truly startling products - Homeopathic Toothpaste is my favourite - but my ASA complaint concerns their claims for "aura cleansers" and colloidal silver.

"I write to complain about an advert published in Nexus Magazine, Vol. 17, No. 2 (February-March 2010).

The advert, for Goodvitality Ltd, is entitled "Zappers".

I have submitted a scan of the advert. I can provide an original copy of the advert by post, if required.

I believe the advert is in breach of one section of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

1. Nexus Magazine is published in the UK "under licence by Nexus Magazine (UK) Ltd". It is available in high street shops like WH Smiths.

2. The February-March 2010 issue (Vol. 17, No. 2, page 10) carried an advert entitled "Zappers".

3. The advert promoted three types products: "Zappers", an "Aura Cleanser", and "Colloidal Silver Products".

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. I challenge whether Goodvitality Ltd hold documentary evidence to prove the following claims:

(i) The Lee Crocks Aura Cleanser can cleanse auras;

(ii) Goodvitality's colloidal silver products can kill E-Coli;

(iii) Goodvitality's colloidal silver products are forty times more effective at killing E-Coli than products sold by Higher Nature or Holland and Barrett's.

6. I confirm that I have no connections with the advertiser, Higher Nature, Holland & Barrett's, Nexus Magazine, or with the publishing industry in general. I confirm that I am not involved in legal proceedings with the advertiser or Nexus Magazine.

7. I confirm that I am happy to be identified as the complainant."

*Sylvie Hamilton (2) - can she "reduce" colic?

UPDATE: ASA: Complaint passed to compliance team; "we feel the [advert contains] clear breaches of the CAP code"

UPDATE, 11 Mar: Today's advert in the local paper has been substantially reworded. Perhaps Sylvie is having problems sleeping after being persuaded that her earlier claims were bullshit?

Sylvie Hamilton is a local "cranial osteopath" who has graced this blog before.

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Sylvie works for Glenn Lobo & Associates in Luton. Glenn is an osteopath, but his practice also offers acupuncture.

I was hoping Sylvie would feature in an advert sooner or later. This week my wish came true. (ASA complaint follows).

"I write to complain about an advert published in the Luton "Herald and Post" newspaper on February 4th, 2010.

The advert, for Glenn Lobo and Associates, is entitled "Is your baby giving you sleepless nights? Or restless days?"

I have submitted a scan of the advert. I can provide original copy of the advert by post, if required.

I believe the advert is in breach of several sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

1. The Luton "Herald and Post" is a weekly free newspaper distributed in the south of Bedfordshire.

2. In the February 4th issue, on page 37, an advert appeared for Glenn Lobo and Associates, a local medical practice specialising in osteopathy and acupuncture.

3. The practice also offers a treatment called "cranial osteopathy". (The treatment is sometimes known as "craniosacral therapy" or "cranial therapy".)

4. Cranial osteopathy is a treatment which purports to manipulate the plates of the skull, and should not be confused with "mainstream" osteopathy, which focuses on gentle manipulation of the body's musculoskeletal system.

5. Dr Steve Bratman, writing for the Complementary Medical Association[1], has summarised the current scientific understanding for the treatment, which I will risk quoting in full:

"Craniosacral therapy is a very specialised technique based on the scientifically unconfirmed belief that the tissues surrouding the brain and spinal cord undergo a rhythmic pulsation. This 'cranial rhythm' is supposed to cause subtle movements of the bones of the skull. A practicioner of craniosacral therapy gently manipulates these bones in time with the rhythm (as determined by the practicioner's awareness), in order to repair 'cranial lesions'. This therapy is said to be helpful for numerous conditions ranging from headaches and sinus allergies to multiple sclerosis and asthma. However, many researchers have serious doubts that the cranial rhythm even exists."

6. The CAP Code, Section 2.1, states "All marketing communications should be legal, decent, honest and truthful."

7. 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."

8. The CAP Code, Section 6.1, states "Marketers should not exploit the credulity, lack of knowledge or inexperience of consumers."

9. The CAP Code, Section 7.1, states "No marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise."

10. The CAP Code, Section 50.1, states "Medical and scientific claims made about beauty and health-related products should be backed by evidence, where appropriate consisting of trials conducted on people..."

11. I challenge whether any of the following claims are "truthful"; whether Glenn Lobo & Associates "hold documentary evidence to prove" them; whether they exploit the "credulity, lack of knowledge or inexperience of customers"; whether they "mislead, or be likely to mislead, by inaccuracy..."; and whether they are "backed by evidence, where appropriate consisting of trials conducted on people":

(i) The claim that when babies "cry, get colic, don't sleep and don't feed properly" Glenn Lobo & Associates "can... reduce [the baby's] discomfort" using the only treatment the advert mentions, cranial osteopathy,

(ii) cranial osteopathy "encourages the release of tensions and stresses",

(iii) cranial osteopathy "gently ease[s] the bodies [sic] ailments",

(iv) cranial therapy can assist in reducing the stress of a difficult birth, for either mother or baby,

(v) cranial therapy can reduce colic,

(vi) cranial therapy can reduce sleeplessness,

(vii) cranial therapy can reduce feeding problems,

(viii) cranial therapy can reduce restlessness,

(ix) cranial osteopathy has fantastic results on pain associated with arthritis,

(x) cranial osteopathy (not "mainstream" osteopathy) has fantastic results on back pain,

(xi) cranial osteopathy has fantastic results on pain associated with headaches,

(xii) cranial osteopathy has fantastic results on pain associated with migraines.

12. I confirm that I have no connections with the advertiser, with the Herald and Post newspaper, or with the publishing industry or the complimentary medicine industry in general. I confirm that I am not involved in legal proceedings with the advertiser or the newspaper.

13. I confirm that I am happy to be identified as the complainant.

Footnotes:

[1] "Complementary and Alternative Health: The Scientific Verdict on What Really Works", Collins 2007 (p682)"

*Louise McLean - deluded proponent of pseudoscientific quack medicine

UPDATE, 9th Feb: Louise has responded to ask I make changes to this blogpost - which I have done - but no word yet on the £5000 bet.

UPDATE, 27th Feb: Almost a month since I made the bet, and there is still no reply from Louise. My offer is therefore withdrawn.

Two homeopaths - Louise McLean and Helen Kimball-Brooke - attended the 10:23 "overdose" event in London. (Louise is the one without a beard.)

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Today, her report from the demonstration appeared on the "Homeopathy Heals" website.

In her report, Louise notes:

"Of course homeopaths know that one dose of however many pills taken together in one go, is the equivalent of only one dose, because it is the time frame that counts. So if they had repeatedly taken a dose every hour for the rest of the day, the skeptics would most certainly have felt the effects. "

Well. I'm game, Louise. Here is my email to her.

"Dear Louise,

In your interesting article at "Homeopathy Heals", you said...

"if they had repeatedly taken a dose every hour for the rest of the day, the skeptics would most certainly have felt the effects"

Well, that sounds like an interesting challenge. I, for one, am more than happy to take part in a 24-hour demonstration of homeopathy.

For a period of a day, I will take 30c homeopathic pillules, at a rate determined by you. Once an hour, or once every ten minutes, it's your choice.

The choice of remedy I leave up to you. Obviously, it would be pointless to take sleeping pills, since I already get tired once a day. So you'll need to choose something which will make me experience visible and obvious symptoms. Symptoms that I'm not capable of repressing or hiding. Perhaps something that makes me break out in spots, or makes me vomit uncontrollably.

Once we have agreed the number of doses, the type of treatment, and the expected symptoms, I will buy from Boots the necessary pillules.

At the end of the day, if I am displaying the expected symptoms, I will pay £5,000 to the DEC Haiti fund. Furthermore, I will announce to all the major sceptical websites that, as a former homeopathy sceptic, homeopathy has worked for me.

If I fail to display the expected symptoms, you will pay £5,000 to the DEC Haiti fund.

I know that £5,000 is a lot of money, but it's peanuts compared to the money we can make from the JREF Million Dollar Challenge if, despite the scientific evidence, homepathy actually works.

I have the money in the bank, and I'm ready to go. Are you interested?"

*Willard Water - Totally safe (for pets)

Willard Water, according to its UK distributors, "Quality of Life", has several miraculous properties including the revelation that it "tastes just like water".

UPDATE, 4th Mar: ASA report that Quality of Life "have given us their undertaking that they will withdraw the ad and that they will ensure that future ads comply with the CAP Code..." Result!

(Image credit)

I couldn't wait to tell the ASA.

"I write to complain about an advert that appeared in Nexus Magazine, entitled "The Real Willard Water is here in the UK". [here]

I suspect the advert is in breach of two sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) Code.

I can provide a scan of the advert by email, or send an original copy of the advert by post, if required.

1. Nexus Magazine is published in the UK "under licence by Nexus Magazine (UK) Ltd". It is available in high street shops like WH Smiths.

2. The February-March 2010 issue (Vol. 17, No. 2, page 21) carried an advert for "Quality of Life", of 27 Old Gloucester Street, London WC1N 3XX.

3. Section 2.1 of the CAP code states “2.1 All marketing communications should be legal, decent, honest and truthful.”

4. 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.”

5. I challenge whether any of the following claims are true, and I challenge whether Quality of Life hold documentary evidence to prove any of the following claims:

(i) Willard Water assimilates nutrients;
(ii) Willard Water strengthens the immune system;
(iii) Willard Water increases enzyme activity;
(iv) Willard Water helps digestion;
(v) Willard Water encourages plant growth;
(vi) Willard Water encourages vegetable growth;
(vii) Willard Water treats burns;
(viii) Willard Water has powerful antioxidant properties;
(ix) Willard Water balances conditions in anything living;
(x) One 8oz bottle can make 8 gallons of catalyst altered water.

6. I confirm that I have no connections with the advertiser, with Nexus Magazine, or with the publishing industry in general. I confirm that I am not involved in legal proceedings with the advertiser or Nexus Magazine.

7. I confirm that I am happy to be identified as the complainant."