The nifty little device pictured below passes a small electric current through your tap water before you drink it.
Presumably to justify the asking price of £1,339.50, the Water Ionizer Company of Chipping Ongar, Essex have filled their advertising with the most preposterous twaddle imaginable.
To keep my complaint under 50,000 characters I had to concentrate on just one of the firm's leaflets (available here and here).
The leaflet describes some of the "Health benefits" users of the Ionizer can expect, which I reprint here in full.
- Improved indigestion and relief from disorders such as IBS & indigestion
- Reduction in bone aches & conditions such as osteoporosis & arthritis
- Improved skin condition and relief from ailments such as eczema & acne. This is helped through [sic] external use of acidic water and internal use by [sic] drinking the water
- Reduced out breaks [sic] of Psoriasis as well as hastened healing times
- Lowered blood pressure
- Improved overall skin condition as well as a reduction in the aging process
- Allergy relief including hay fever [sic]
- Destruction of fungal infections such as athlete's foot when alkaline water is drunk & acidic [sic] applied externally
- Prevention of all degenerative disease
- Relief of all acidic conditions such as Gout & stones
- Reduced infections from bacteria & viruses
- Plus the added benefits of relief and prevention from many other ailments and illnesses
"...arthritis... leukaemia... low immune system[s]... sarcoidosis... kidney and liver problems... Myalgic Encephalomyelitis (ME)... mould allerg[ies]... "flush[ing] out" the kidneys of detoxified material... slow[ing] down the aging process... hydrophobia... dehydration..."
With so many health benefits, it's a wonder that the NHS bothers to employ doctors at all!
Another explanation, of course, is that not a single one of the company's extraordinary claims are true. ASA complaint follows!
"I write to complain about a leaflet I picked up at the CamExpo exhibition in London on 24th October this year.
The leaflet, for The Water Ionizer Company, promotes a water filtration/electrolysis device.
I suspect that the leaflet may be in breach the British Code of Advertising, Sales Promotion and Direct Marketing (CAP Code). I can provide the original leaflet by post, if necessary.
1. The leaflet describes the "Water Ionizer [sic]" thus:
"The Water Ionizer produces healthy water for 21st century lifestyle. The Ionizer produces antioxidants & detox benefits to help undo the damage through over indulgence [sic] & lack of sleep. It separates your normal kitchen tap water into an Ionized [sic] alkaline water & an acidic cleansing water."
2. Under Section 12.1, I challenge whether the advertisers can substantiate any of the following claims:
(i) The product's alkaline water "is a powerful and effective antioxidant, and can minimise the accumulation of cancerous or damaged cells by decreasing the amount of free radicals in the body..."
(ii) The product's alkaline water can "Detox" the body, namely by "help[ing] balance the body's overly acidic state, destroying the optimum environment for diseases to thrive"
(iii) The product controls the "Signs of Ageing" by supplying "more effective hydration to every part of the body, especially the brain"
(iv) The product "enables the body to absorb medication, vitamins and minerals more efficiently"
(v) The product's acidic water "is proven to destroy over 99% of bacteria...Infections, burns, or any fungal disease can be reduced...", "smoothes the skin...reduces the signs of ageing" and "makes [hair] shinier and more manageable"
(vi) The product can "remove bacteria" from "vegetables, fruit and meats", and also "provides armour [to plants] to fight off disease and insects"
(vii) The product's "health benefits" include "relief... of IBS", "reduction in...osteoporosis and arthritis", "relief from...eczema and acne", "reduced outbreaks of Psoriasis", "lowered blood pressure", "reduction in the ageing process", "allergy relief including hay fever", "destruction of fungal infections such as athlete's foot", "prevention of all degenerative disease", "relief of...gout and [kidney] stones", "reduced infections from bacteria and viruses", "prevention [of] many other ailments and illnesses".
3. The leaflet contains a number of testimonials. Under Section 3.47, I challenge whether the many health claims they contain (such as the claim of a 75% success rate in the treatment of Myalgic Encephalomyelitis, the claim that tap water "just sits and pools [in the stomach] like a stagnant pond", and the claim of a cure for Sarcoidosis) are misleading.
4. I confirm I have no connections with the advertiser. I confirm I am not involved in legal proceedings with the advertiser."