*Kindred Spirit Magazine - extremely irresponsible

The May 2010 issue of Kindred Spirit magazine invites its readers to take out a subscription, and in case that's not tempation enough, generously offer six "free crystals from Dolphin Minerals" into the bargain.

UPDATE, 1 May: ASA report "We have reviewed the claims...and, as the content appears to be in breach of previous ASA adjudications and our established position I have passed the matter to our Compliance team for their attention"

(Image credit)

I think the claims that the magazine make for the crystals are extremely irresponsible.

Let's see what the ASA have to say. (The advert is available here and here.)

"I write to complain about an advert in "Kindred Spirit" magazine (May/June 2010, Issue 104, p68-69).

The advert, for Diamond Publishing, promotes a yearly subscription package for the magazine which includes "six free crystals from Dolphin Minerals".

I suspect that the advert may be in breach of two sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code. 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. Under Sections 3.1 and 50.1, 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 clinical trials conducted on people:

(i) "Some of the healing properties of Rhodochrosite are stimulating circulation and blood pressure, kidneys and reproductive organs."
(ii) Preseli Bluestone "focuses energy to the ear, nose and throat"
(iii) Jet "neutralizes [sic] negative energies, releases stress, and provides Psychic protection and purification"
(iv) Jet "is used in healing to aid the cleansing of the liver and kidneys"
(v) Bronzite "aids the assimilation of iron, and increases the acidity within the body"
(vi) Almandine garnet can be "used to heal skin conditions associated with poor circulation...improve vigor [sic], strength and endurance"
(vii) Almandine garnet can "[stimulate] success in business"
(viii) Tektite "can be used for all autoimmune problems, skin disorders and for draining illnesses"

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