Saturday, 27 February 2010
*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"
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."