*Kindred Spirit (part n+1) - Luanne Oakes

This month's Kindred Spirit magazine had a free CD on the front cover.

Unfortunately, the CD on my copy had fallen off by the time it arrived in the newsagents.

For that reason, the only way I can judge the veracity of the implausible claims I found on p28, is to put in a complaint to the ASA!

UPDATE, 17 Nov: Today the ASA Council has upheld my complaint in full.

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This is Luanne Oakes, by the way. The advert says she's a PhD but, unsurprisingly, the swarm of websites promoting her work don't mention where and in what subject she qualified.

The ASA complaint follows, and the advert is visible here.

"I write to complain about an advert appearing in "Kindred Spirit" magazine, Summer 2010 issue, p28.

The advert promotes four CDs available through mail-order.

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 can provide an original copy of the advert by post, if required.

1. The first of the four CDs was given away as a free gift on the cover of the magazine. Unfortunately, my copy did not contain a CD, so I can't comment on its contents.

2. Under Sections 3.1 and 50.1 of the CAP Code, I challenge whether the advertiser can substantiate any of the following claims:

(i) The CD can cause changes in your body at the cellular level

(ii) The CD creates "powerful biochemical messengers that may enable you to access your DNA healing codes"

(iii) The CD can strengthen your immune system

3. I confirm that I have no connections with the advertiser. I confirm that I am not involved in legal proceedings with the advertiser."

Kindred Spirit (part n) - protection against SARS

Kindred Spirit is a terribly tiresome magazine, the bullshit-laden contents of which is slowly eating away at my will to live.

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Here's yet another complaint about the loathsame claims to be found in its pages.

By far the most irresponsible one is the colloidal silver product, pictured above, which is claimed to "provide a degree of protection against modern viruses such as SARS [and] Bird Flu".

Another KS-inspired ASA complaint follows, and it won't be the last one today! (The adverts can be viewed here and here.)

"I write to complain about an advert which appeared in "Kindred Spirit" magazine, Summer 2010 issue, p68-69. The advert promotes a number of products.

I suspect that the magazine may be in breach of six sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code. I can provide an original copy of the flyer by post, if required.

This complaint is not related to other complaints I have submitted recently about Kindred Spirit magazine.

I draw your attention to paragraph (7)(i), in which I complain of a product promoted as protective against SARS and Bird Flu.

Item 1: "Bee Prepared"

1. (i) "Bee Prepared" is a food supplement whose primary ingredient is apparently "Bee propolis".

(ii) Propolis is a natural resin produced in beehives. Its composition varies greatly depending on location, climate and species of bee, so the results of the few available clinical studies are not necessarily applicable to all propolis products.

(iii) Some clinical studies on propolis are available. I have been unable to find any studies demonstrating that propolis can "boost the immune system and ward off summer colds and flu".

(iv) I cannot find any product-specific studies. I cannot find any information about what variety of propolis the product contains.

2. Under Sections 3.1 and 50.1 of the CAP Code, I challenge whether the advertiser can substantitate the following claims:

(i) Bee Propolis can "boost the immune system and ward off summer colds and flu"
(ii) Bee Propolis is a "highly effective antiviral" when "taken at the first sign of illness", and can "help kick start the immune system to prevent infection and build up the body's resistance to germs"
(iii) The implication that Bee Propolis has "anti-viral, anti-bacterial and anti-inflammatory properties that help maintain a healthy immune system"

Item 2: "Celgenics - vibrationally charged skincare"

3. The "Celgenics skincare range" is a set of moisturisers and related products.

4. Under Section 3.1 and 50.1, I challenge whether the advertiser can substantiate the following claims:

(i) The products are a "great success" with people who cannot use other moisturisers
(ii) The "natural vibrational energy" the products contain have "proved to be very successful"

Item 3: "Colloidal silver"

5. The ASA has on several occasions advised against adverts promoting colloidal silver.

6. Under Section 3.1 and 50.1, I challenge whether the advertiser can substantiate the following claim:

(i) The product has the claimed anti-microbial properties, which act "as the first line of defence against infection, relieving the immune system to do what it does best"

7. (i) The advert contains the statement "We theorise that trace silver could provide a degree of protection against modern viruses such as SARS, Bird Flu and others as well".

(ii) Under Section 6.1, I challenge whether the wording of this statement is likely to "exploit the credulity, lack of knowledge or inexperience of consumers".

(iii) I further challenge whether this statement is in breach of Sections 50.11 and 50.13.

Item 4: "Weleda Rosemary Hair Lotion"

8. I have been unable to find any studies demonstrating that the product, or rosemary extracts in general, can cure dandruff or stimulate the circulation.

9. Under Section 3.1, I challenge whether the advertiser can substantiate the following claims::

(i) The product is a remedy for dandruff
(ii) The product stimulates circulation

Item 5: "Incognito spray"

10. The product is a mosquito repellant whose active ingredient is "eucalyptus maculata citriodora".

11. A 2007 study published in the BMJ demonstrates that the ingredient is effective in reducing malaria, especially when used in conjunction with treated mosquito nets [1].

12. My complaint is that, although eucalyptus maculata citriodora is of proven effectiveness, the advert misleadingly states it is the product itself which is "clinically proven to protect against malaria". Under Section 3.1, I challenge whether the advertisers hold product-specific evidence to substantiate that claim.

13. (i) The advert contains the text "It will keep away all mosquitoes and other insects".

(ii) The above quoted study demonstrates that the incidence of malaria was reduced, not eliminated, with the use of a repellant. Under Section 7.1, I challenge whether the statement "It will keep away all mosquitoes..." misleadingly exaggerates the effectiveness of the active ingredient.

(iii) The study states "we consider [the ingredient's] potential use against other insect-borne diseases should be investigated".

(iv) Under Section 3.1, I challenge whether the advertiser can substantiate their claim that the product will "keep away...other insects" (i.e., insects other than mosquitoes)

14. I confirm that I have no connections with the advertiser. I confirm that I am not involved in legal proceedings with the advertiser.

Footnotes:
[1] http://www.bmj.com/cgi/content/full/bmj.39356.574641.55
"

Kindred Spirit Magazine - going for double or nothing

Earlier this year, I submitted a complaint to the ASA about Kindred Spirit Magazine.

I complained that their mail-order service - advertised across several pages of the magazine - was guilty of numerous breaches of the advertising (CAP) code.

Part of my complaint was passed to the ASA's Compliance Team. The rest was passed to the ASA Council for a full adjudication. On 23rd June, the Council upheld my complaint in full.

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Clearly, the editors at Kindred Spirit are not easily deterred. The "Summer Special" edition of their disreputable rag - out this week - advertises all the same products with only minor tweaks to the bullshit claims attached to them!

This afternoon I rushed off another complaint to the ASA.

With toadying deference, I've suggested that if the magazine is to be forced to stop making misleading claims about their bullshit detox patches - and their EM-field neutralisers, reiki pendants, water purifiers, ear candles, Star Trek-style nutrition pills and trashy jewellery - another full adjudication is going to be necessary.

(The relevant pages can be seen here, here and here; evidence of the advertising deadline can be seen here.)

"I write to complain about an advert which appeared in the "Summer 2010 Special Issue" of Kindred Spirit magazine. The advert promotes a number of products available by mail-order.

I suspect that the advert may be in breach of numerous sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

I enclose scans of the relevant pages. I can provide an original copy of the magazine by post, if required.

1. This complaint concerns the advert which appeared in the "Summer 2010 Special" of Kindred Spirit Magazine.

2. On 11th March 2010, I submitted a complaint (ref A10-120878) to you about a similar advert, promoting identical products, which appeared in the March/April issue of the same magazine.

3. Around 29th April you wrote to me, confirming that part of my complaint was to be passed to the ASA's Compliance Team. The claims in question concerned the following products:

(i) Electromagnetic "harmonisers"
(ii) The "Pyramid de Vie"
(iii) The "Script Symbol Reiki Necklace"
(iv) "Detox" foot patches (claims of expelling toxins and improving circulation only)

4. On 11th June you wrote to inform me the ASA Council had adjudicated on the rest of my complaint, and upheld it in full. The claims in question concerned the following products:

(i) "Warm Detox foot patches"
(ii) The "Aqua-Vortex" device
(iii) Hopi Ear Candles
(iv) The "Vega Whole Food Meal Replacement"
(v) "Traynor Pinhole" glasses

5. My current complaint is as follows:

Item 1 - Electromagnetic Harmoniser

6. Regarding the text "The Solar Wind Harmoniser is a bio-resonance device, developed in response to concern over the long term health effects of exposure toe electromagnetic emissions", I challenge whether:

(i) under Section 7.1, the text misleadingly states that the Harmoniser is a "device" which is actually capable of interacting with humans, consumer electronic devices and electromagnetic (EM) fields

(ii) under Section 7.1, the text misleadingly implies that electronic equipment emits harmful EM fields and so, under Section 6.1, exploits the "credulity, lack of knowledge or inexperience of consumers"

(iii) under Section 7.1, the text misleadingly implies the Harmoniser is capable of reducing these harmful effects and so, under Section 6.1, exploits the "credulity, lack of knowledge or inexperience of consumers"

(iv) under Section 2.1, the text is "honest and truthful"

(v) under Section 2.2, the text has been "prepared with a sense of responsibility to consumers and to society"

Item 15 - Pyramid de Vie

7. I protest that:

(i) the device continues to be advertised with text identical to that about which I complained earlier this year

(ii) any action the ASA's Compliance Team might have taken has apparently had no effect

8. Regarding the text "This miraculous pendant connects you to a constant flow of energy, clears the mind, releases body tension and pain, enhances your body bio fields [sic], balances your chakras and keeps you rejuvenated. With over 70 kinds of energy-giving minerals from volcanic rocks", I challenge whether:

(i) under Sections 3.1 and 50.1, the advertiser holds documentary evidence to substantiate any of these claims

(ii) under Section 7.1, misleadingly states the Pyramid de Vie has the claimed effects, and under Section 6.1, exploits the "credulity, lack of knowledge or inexperience of consumers"

(iii) under Section 2.1, the advert is "honest and truthful"

Item 16 - Detox foot patches

9. Regarding the product's label (plainly visible in the advert) which contains the text "Detox foot patches - Absorbs the body's toxins - Alleviates minor pain - Improves blood circulation - Releases inflammation - Improves quality of sleep - Medically certified - The Simple, effective and most natural way to detoxify", I challenge whether:

(i) under Sections 3.1 and 50.1, the advertiser holds documentary evidence to substantiate any of these claims

(ii) under Section 7.1, misleadingly implies that the toxins build up in the body necessitating some kind of "detox" treatment and so, under Section 6.1, exploits the "credulity, lack of knowledge or inexperience of consumers"

(iii) under Section 7.1, misleadingly implies the product is medically certified, when I understand that it is not, and so misleadingly implies that detox therapies are a part of mainstream medicine, when they are not

10. Regarding the text on the left-hand side of the page, "Detox Foot patches - 5-15 days consecutive use is recommended", under Section 7.1 I challenge whether the text misleadingly implies that the patches detox the body over a period of 5-15 days.

11. I protest that the advert claims, in defiance of the recent ASA adjudication, that the device can reduce pain.

Item 17 - Warm Detox foot patches

12. Regarding the product's label (plainly visible in the advert) which contains the text "Detox warm patches - Absorbs the body's toxins - Improves blood circulation - Alleviates aches and pains - Reduces inflammation - Relieves joint stiffness - Increases energy levels - Medically certified", I challenge whether:

(i) under Sections 3.1 and 50.1, the advertiser holds documentary evidence to substantiate any of these claims

(ii) under Section 7.1, the text misleadingly implies that toxins build up in the body necessitating some kind of "detox" treatment and so, under Section 6.1, whether the text exploits the "credulity, lack of knowledge or inexperience of consumers"

(iii) under Section 7.1, the text misleadingly implies the product is medically certified, when I understand that it is not, and so misleadingly implies that detox therapies are a part of mainstream medicine, when they are not

Item 18 - Aqua-Vortex

13. Regarding the text "The Aqua-Vortex is a simple yet powerful device. Simply pour liquid through the spiral and taste the difference", I challenge whether:

(i) under Section 7.1, with the words "powerful device" the advert misleadingly implies that the device's metal coil interacts with water

(ii) under Section 3.1, the advertiser can substantiate the claim that water tastes better after passing through the device

Item 19 - Hopi Ear Candles

14. I protest that the advert claims, in defiance of the recent ASA adjudication, that Hopi Ear Candles are in any way connected with the Hopi (Navajo) tribe of Nevada, USA.

Item 20 - Vega Whole Food Meal Replacement

15. Regarding the product's label (clearly visible in the advert) which contains the text "Complete Whole Food Meal Replacement", I protest that the advert claims, in defiance of the recent ASA adjudication, that the product constitutes a replacement for a whole meal.

Item 27 - Script Symbol Reiki Necklace

16. Regarding the text "This sterling silver pendant has been individually charged with Reiki energy which some have found promotes health and balance", I challenge whether:

(i) under Section 3.1, the advertiser can substantiate their claim that the pendant has been charged with Reiki energy

(ii) under Section 14.3, the advertiser can substantiate the testimonial claim that some people have found the pendant promotes health

(iii) under Section 7.1, misleadingly implies the pendant promotes health, and under Section 6.1, exploits the "credulity, lack of knowledge or inexperience of consumers"

Summary

17. (i) The July/August issue of Kindred Spirit Magazine, p93, confirmed that the magazine's advertising deadline for the forthcoming "Summer Special" issue was 2nd July - a full three weeks after the ASA Council's adjudication.

(ii) I have complained that, on several counts, the advertiser has apparently ignored the ASA's recent adjudication against them.

(iii) In the past, you have indicated to me that advertisers, following an adjudication, are offered a reasonable period to amend their advertising. I consider that three weeks is a more than reasonable period.

(iv) I enclose a scan of the July/August issue of the magazine as evidence that the period was, at the very least, three weeks.

18. (i) In respect of the products identified in paragraph (3), I have complained that the advertiser has apparently ignored any action the ASA's Compliance Team may have taken.

(ii) I suggest, with due deference, that on this occasion a full adjudication might be a more appropriate course of action.

19. I confirm that I have no connections with the advertiser or with any related industry. I confirm that I am not involved in legal proceedings with the advertiser."

*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"

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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."

*Kindred Spirit Magazine - Mail-Order Woo

In common with many of the specialist "spiritual" magazines, Kindred Spirit devotes several pages to promote its online mail-order service.

UPDATE, 23 Jun: The ASA have adjudicated on my complaint, and upheld it in full.

UPDATE, 29 Apr: ASA report some of the ads have been passed to their compliance team; namely, the electromagnetic "harmonisers", the "Pyramid de Vie", the "Script Symbol Reiki Necklace", and the "Detox" foot patches (claims of expelling toxins and improving circulation only).

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Of the forty-nine items on offer this month, I reckon at least nine of them breach the ASA's code of practice. (Scans of the relevant pages are available here, here, here and here.)

"I write to complain about an eight-page advertising feature in “Kindred Spirit” magazine (March/April 2010, pages 50-57), which promotes the magazine's online mail-order service, www.kindredspirit.co.uk

I refer here only to the contents of the advert, not to the website. I suspect that the advert makes multiple breaches of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

I confirm that I have no connections to the advertiser or the magazine, and am not involved in legal proceedings with either of them. I confirm that I am happy to be identified as the complainant.

I enclose scans of the relevant pages.

Under sections 3.1 and 50.1 of the code, I challenge whether www.kindredspirit.co.uk hold 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:

Item 1: Electromagnetic Harmonisers for computer or mobile phone

(1) The direct claim that the disc “naturally harmonises emissions from electronics [devices]"

(2) The implied claim that the disc has health benefits for users of electronic devices

Item 15: “Pyramid de Vie”

(4) The claim that the pendant “releases [i.e. reduces] pain, enhances body bio fields [sic]” and “keeps you rejuvenated”

(5) The claim that the pendant contains minerals which are “energy-giving”

Item 16: "Detox Foot Patches"

(6) The claim that by using the patches, "overnight toxins are expelled"

Item 17: "Warm Detox Foot Patches"

(7) The implied claim that the patches are beneficial for people with poor circulation

(8) The direct claim the patches "help soothe aches and pains"

Item 18: "Aqua-Vortex"

(9) The claim that the device can "re-energise water and drinks...by replicating effects found in nature"

Item 19: "Hopi Ear Candles"

(10) The direct claim that Hopi Ear Candles are in any way related to the Hopi (Navajo) tribe of Nevada, USA

(11) The claim that the candles are "helpful for earache and headache, ear noise, stress" and are beneficial for "nasal breathing" and the "sense of smell"

Item 20: "Vega Whole Food Meal Replacement"

(12) Since the manufacturer's website disagrees, the direct claim that a serving contains 24 calories

(13) The implied claim that a typical consumer, who requires 2000-3000 calories a day, can get a "complete meal" from one 24 (or, indeed, 240) calorie serving

(14) The direct claim that a 24 (or, indeed, 240) calorie serving is an "excellent choice for those on a calorie-reduced diet"

Item 21: "Trayner Pinhole Glasses"

(15) The claim that the glasses "improve your eyesight and [help you] learn to see better without glasses", and that "15 minutes will train your eyes and relieve eye strain"

Item 27: "Script Symbol Reiki Necklace"

(16) The claim that the necklace can "promote health and balance"