Monday, 29 March 2010
*Macushield - help for meso-zeaxanthin deficiency sufferers!
I don't know about you, but I'm stubbornly proud of my bottle green eyes, and so I was excited to read about a new product that will help keep them sparkling.
UPDATE, 4 Aug: The ASA write to confirm the advertiser has agreed not to repeat the advert, and to amend future advertising in line with the rules.
The advert for "Wellbeing" in Natural Health magazine is full of scientific pseudo-gibberish that hardly any of its readers could be expected to comprehend - a usually reliable sign that the advert is complainable.
I'll let the ASA try to work it all out.
"I write to complain about an advert in “Natural Health" Magazine (April 2010, page 58), which promotes the "Macushield" health capsules.
I suspect that the advert may be in breach of three sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.
I have submitted a scan of the advert. I can provide an original copy of the advert by post, if required.
1. 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."
2. 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..."
3. I challenge whether the advertiser holds documentary evidence to prove any of the following claims, and I challenge whether the claims are backed by evidence, where appropriate consisting of trials conducted on people:
(i) The claim that Macushield capsules "protect and support eye health" and "help maintain eye health into our later years"
(ii) The claim that "New scientific research has found that supplementing will all three yellow carotenoids...has resulted in the body taking up these vital compounds, and macular pigment levels being maintained."
(iii) The implied claim that the findings of this "scientific research" are applicable to Macushield capsules
4. The CAP Code, Section 7.1, states "No marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise."
5. I challenge whether the advert is likely to mislead when it implies that the benefits (as explained in the advert) of naturally-produced cartenoids can be replicated by taking Macushield capsules.
6. I confirm that I have no connections with the advertiser, with the magazine, or with the publishing and alternative medicine industries in general. I confirm that I am not involved in legal proceedings with the advertiser or the magazine.
7. I confirm that I am happy to be identified as the complainant."