Michael Cohen (part 3) - the 1-2-1 distance healer

It's time for my third (or is fourth, or fifth?) complaint against Michael Cohen, the magical arm-waving quack healer. (The other complaints are here and here.)

(Image credit)

I use the word "quack" without hesitation. Earlier this year I spotted Michael's advert in which he claimed his healing technique could "access the bioelectromagnetic field to rewire the brain and physical body".

When I complained to the ASA, they wasted no time in passing the matter to their Compliance Team for action. (Adverts which are clearly in breach of the advertising codes don't often go to an adjudication.)

Guess what? The exact same advert is still appearing in various quackery magazines. Time for another complaint; I wonder how many times I'll have to repeat it?

"I write to complain about an advert appearing in "Kindred Spirit" magazine, Summer 2010 issue, p64.

The advert, for the "Raphayad TM Bioenergy Healing Clinic", promotes the clinic's healing services.

I complain that the advert is identical to one passed to the ASA's Compliance team some months ago. I can provide an original copy of the advert by post, if required.

1. In April, I sumbitted a complaint about an advert from the same advertiser which was, word-for-word, identical to the one that is the subject of this complaint.

2. (i) Later that month, you wrote to tell me:

"Our compliance team has agreed to take up the case and they will contact the advertiser directly..."

(ii) You also advised me that one part of my complaint, regarding the advertisers claim to treat "difficult and debilitating symptoms" was not in breach of the (CAP) Code.

3. (i) I complain that, despite any action the Compliance Team may have taken, the exact same advert continues to appear in Kindred Spirit magazine. (As well as the Summer 2010 issue, the advert also appeared in the July/August issue of the magazine.)

4. Therefore once again, under Sections 3.1 and 50.1 of the CAP Code, 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) The technique can "access the bioelectromagnetic field to rewire the brain and physical body"
(ii) The technique can be used in "Distance 1-2-1 Treatment"

5. I confirm that I have no connections with the advertiser, the magazine or with the alternative medicine industry in general. I confirm that I am not involved in legal proceedings with the advertiser or the magazine."

Michael Cohen - "NHS Approved"

Here is my second complaint about Michael Cohen, one of the few men in the world who can wave his arms around theatrically for an hour without having his arms drop off.

(Image credit - scan of the flyer)

A flyer (available here and here) advertises his Bioenergy Healing Clinic - which is, apparently, "NHS Approved"!

Well, actually not. As far as I understand, Michael is not "NHS Approved" at all.

Actually, it's the NHS Directory of Complementary and Alternative Practitioners who approve of Magical Michael. The directory is administered by something called the NHS Trusts Association and, as this Guardian article helpfully clarifies, they are nothing to do with the NHS.

ASA complaint follows.

"I write to complain about a flyer I picked up at the "Mind, Body & Spirit" festival, in London, in May this year.

The flyer, for Michael Cohen, promotes "Bioenergy Healing".

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

1. In April 2010 I submitted a separate complaint about Michael Cohen. Regarding a magazine advert, I challenged whether:

(i) Joanne Cohen and Michael Cohen can "[treat] DIFFICULT and DEBILITATING symptoms" using their "technique"
(ii) The technique can "access the bioelectromagnetic field to rewire the brain and physical body"
(iii) The technique can be used in "Distance...Treatment"

2. My current complaint is confined to those claims which were not addressed by my previous complaint, which I understand is still under your consideration.

3. (i) In the flyer, Michael Cohen claims he is "an acknowledged international expert in the field of Bioenergy Healing".

(ii) I have been unable to find any mention of Michael Cohen's expertise in any scientific or medical journal.

(iii) Under Section 7.1 of the CAP Code, I challenge whether Michael Cohen's claim to be an "acknowledged international expert" is misleading.

4. The flyer is marked with a logo which states "NHS Approved".

4. The flyer is marked with a second logo which states "THE NHS DIRECTORY OF COMPLEMENTARY AND ALTERNATIVE PRACTITIONERS Approved".

5. The "NHS Directory of Complementary and Alternative Practicioners" is maintained by the NHS Trusts Association (NHSTA) [1].

6. A 2007 article in The Guardian [2] describes the activities of the NHSTA. According to the article,

"...the Department of Health, which has launched an inquiry into the NHSTA as a result of questions raised by the Guardian, says it does not represent the NHS or the Department of Health in any way."

7. Regarding the logo which states "NHS Approved", under Section 7.1, I challenge whether the flyer:

(i) Misleadingly claims that Michael Cohen and the "Bioenergy Healing Clinic" have been "approved" by the NHS
(ii) Misleadingly conflates approval of the "NHS Directory of Complementary Alternative Practicioners" with approval by the NHS

8. Regarding the logo which states "THE NHS DIRECTORY OF COMPLEMENTARY AND ALTERNATIVE PRACTITIONERS Approved", under Section 7.1, I challenge whether the flyer:

(i) Misleadingly implies that the Department of Health have "approved" Michael Cohen and the "Bioenergy Healing Clinic"
(ii) Misleadingly implies that the NHS has "approved" Michael Cohen and the "Bioenergy Healing Clinic"
(iii) Misleadingly implies that any of the NHS Trusts associated with the NHSTA's activities have "approved" Michael Cohen and the "Bioenergy Healing Clinic"
(iv) Misleadingly implies that the broad claims of efficacy made by Michael Cohen for his "Bioenergy Healing" are accepted by mainstream medicine

9. 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) The "Raphayad Bioenergy Healing technique" is "proven and successful"
(ii) Bioenergy Healing can "increase your body's ability to repair & heal itself"
(iii) Bioenergy Healing is effective against "hyper-sensitivities, fatigue and intolerances"
(iv) Bioenergy Healing can "overcome...stress & depression"
(v) Bioenergy Healing is a "proven hands-on/off technique that can access your body's energy circuitry system in order to affect the functioning of your cells - their ability to repair..."

10. I confirm that I have no connections with the advertiser or the alternative medicine industry in general. I confirm that I am not involved in legal proceedings with the advertiser.

Footnotes:

[1] NHSTA Update, November 2007, downloaded from http://www.nhsta.org.uk/About.htm
[2] http://www.guardian.co.uk/society/2007/dec/14/health.nhs
"

*Michael Cohen, the 'International expert'

Michael Cohen - founder of the "Raphayad Bioenergy Healing Clinic" - says he "specialises in treating DIFFICULT and DEBILITATING CONDITIONS" - either at his London clinic, or at great distances!

UPDATE, 27 Apr: ASA report "Our compliance team has agreed to take up the case and they will contact the advertiser directly...Please note that they will not be looking into your concerns about the 'difficult and debilitating symptoms' they claim to treat. The ad does not make mention of a specific illness and also does not claim to treat illnesses themselves, merely the symptoms of them, which is not in breach of the CAP Code."

(Image credit)

I'll give Michael the chance to prove it, before I make fun of him.

ASA complaint follows.

"I write to complain about an advert in "Kindred Spirit" magazine (May/June 2010, Issue 104, p75).

The advert, for the Raphayad Bioenergy Healing Clinic, promotes on-site and distance treatment of "difficult and debilitating symptoms".

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) Joanne Cohen and Michael Cohen can "[treat] DIFFICULT and DEBILITATING symptoms" using their "technique"
(ii) The technique can "access the bioelectromagnetic field to rewire the brain and physical body"
(iii) The technique can be used in "Distance...Treatment"

4. I confirm that I have no connections with the advertiser, the magazine or with the alternative medicine industry in general. I confirm that I am not involved in legal proceedings with the advertiser or the magazine."