Thursday, 5 August 2010
*Akaija (part 2) - the "healing" necklace
Wim, Wim, Wim, Wim. Where did it all go wrong?
UPDATE, 24 Aug: You win this time, Wim! The ASA say the "claims about healing are vague and made in the context of spiritual matters and that the ads make no reference to physical or mental ailments or healing", therefore they think the claim is not misleading.
One of my earlier complaints concerned the rather attractive necklace pictured above.
After some discussion, its creator, Wim Roskam, decided not to repeat his advert. For a while afterwards, the Akaija was marketed fairly.
Alas, Wim is now claiming the Akaija has "healing" properties. I'm almost certain that the claim can't be substantiated - I had suggested an experimental method to find out, but he told me he wasn't keen on the idea - so let's see what the ASA have to say about it. (The adverts can be seen here and here.)
"I write to complain about two adverts promoting the "Akaija", a piece of jewellery worn as a necklace.
The first advert appeared in "Kindred Spirit" magazine, Summer 2010 issue, p20. The second appeared in Nexus magazine, August-September 2010 issue, p68.
The adverts are not identical, but the objectionable claim is, so I have combined them into a single complaint.
I suspect that the adverts may be in breach of two sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.
I enclose scans of both adverts. I can provide original copies of the adverts by post, if required.
1. In February this year, I submitted a complaint about an earlier advert for the same product. In May, you wrote to tell me the advertiser had agreed not to repeat the advert.
2. The adverts which are the subject of this complaint contain a new medical claim which I suspect cannot be substantiated.
3. The first advert states "Unique healing jewellery made in co-creation with the Spirit World".
4. Under Sections 3.1 and 50.1 of the CAP Code, I challenge whether the advertiser can substantiate his claim that the Akaija has "unique healing" properties.
5. The second advert states "It's a healing jewel..."
6. Under Sections 3.1 and 50.1, I challenge whether the advertiser can substantiate his claim that the Akaija is a "healing jewel".
7. I confirm that I have no connections with the advertiser. I confirm that I am not involved in legal proceedings with the advertiser."