*Liz Levelle - can't make up her mind

Liz Levelle has trained as a gardener, horticulturalist, organic farmer, naturopath, homeopath, EFT expert, Nambudripad's Allergy Elimination Technique specialist, Jaffe Mellor therapist and Theta Healing Practicioner...

UPDATE, 3rd June: ASA report the advertiser has stated the advert will not be repeated.

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...I wonder how long it will be before she realises that quackery doesn't heal people?

Theta Healing is a new one on me. In the US, its proponents claim it has cured hundreds of cases of cancer. Luckily, most snake oil saleswomen in the UK have heard of the Cancer Act 1939.

Liz makes no specific claims about healing any named disease, either in the advert or on her website. Still, her advert troubles me, so I've complained to the ASA.

"I write to complain about an advert in “Kindred Spirit” magazine (March/April 2010, page 36), which promotes a "Theta Healing" service by Liz Levelle, a "Theta Practicioner & Naturopath".

I suspect that the advert is in breach of two 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 the claim that Theta Healing technique "achieves profound, instantaneous healing", and I challenge whether the claim is backed by evidence, where appropriate consisting of trials conducted on people.

4. 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.

5. I confirm that I am happy to be identified as the complainant."