A Miracle Cure for Societal Malaise

Often I spend a few hours researching and submitting a complaint because of an advert that's dangerous, implausible or just plain misleading.

Sometimes, though, I do it just because the advert makes me laugh.

Let me introduce you to International Flower Essence Repertoire of Argyll!

(Image credit)

Some of the sprays pictured are claimed to have the usual wacky properties, namely

"protection against electromagnetic pollution"

and

"help with adjusting to the local time-zone after long distance air travel"

The punchline, though, is this claim for the firm's "Positive Flow Aura Spray".

"Positive flow was created to help one deal more effectively with the global economic challenges of this time. Positive Flow has a strong action on both the solar plexus as well as the...eyebrows...Positive Flow helps us to cut through the societal malaise brought about by the media's incessant reporting of financial bad news..."

ASA complaint follows! (The flyer is available here, here, here and here)

"I write to complain about a flyer I picked up at the CamExpo exhibition in London on 24th October this year.

The flyer, for www.healingorchids.com, promotes various "aura-cleansing sprays".

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

1. Under Section 3.7 (or 12.1) I challenge whether the advertisers can substantiate any of the following claims:

(i) "Electromagnetic pollution such as mobile phone masts, cordless phones in houses and offices, and wireless internet 'hotspots' all contribute to erratic sleep patterns. In the UK by far the worst source of sleep disruption is the national network of Tetra masts for the police...This 'electro-caffeine' is broadcast 24 hours a day throughout the year...Gentle Sleep [can] help address this government-funded assault on our sleep patterns. Gentle sleep helps one to achieve a deeper and more relaxed sleep..."

(ii) "Soul Shield Psychic Protection Aura Spray provides protection for the body's aura or a living space against the incursion of negative psychic energies..."

(iii) "Temple of Light Aura Spray...meet[s] a specific problem in that there can be an incongruity between the Bai-Hui point and the inner chamber of the heart chakra...Real healing is frustrated...To bring about a rapid resolution of this problem, this essence was called into being..."

(iv) The "Being Present Travel & Therapy Aura Spray" is "very helpful for adjusting to the local time-zone after long distance air travel..." and can cause the "healing work of [a complementary] therapist" to be "deeper & more effective"

(v) The "Angelic Canopy Aura & Space Cleansing Spray" is "very powerful" at "clearing...office & living spaces of negative energies" and "cleansing [healing] crystals"

(vi) The "Positive Flow Aura Spray" helps to "cut through the societal malaise brought about by the media's incessant reporting of financial bad news..."

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

*Balance Crystals - we charge them, then we charge you!

Compiling this blog is terribly tiresome, you know.

UPDATE, 16 Apr: About the three products in the "advertorial", the ASA report "We have now passed these issues to our Compliance team, as the claims being made appear to be in clear breach of previous adjudications published by the ASA".

(Image credit)

So it's quite a relief when magazines like Soul and Spirit put lots of bullshit adverts together in a single "advertorial". No problems with four of the products, but the ASA ought to know about the remaining three.

(The pages referenced in the complaint are available here, here and here.)

"I write to complain about three adverts in a feature marked as an "advertorial" in "Soul & Spirit" magazine (April 2010, page 70-71).

I suspect that the advertorial is in breach of three sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

I have submitted scans of the adverts. I can provide an original copy of the adverts by post, if required.

"STRENGTHEN YOUR AURA" (pyramiddevie.com)

1. The CAP Code, Section 7.1, states "No marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise."

2. Further to my complaint of 11th March, also concerning the "Pyramid de Vie", I challenge whether the before and after "aura photos" featured in the "Soul & Spirit" advert are likely to mislead consumers into believing that the Pyramid de Vie has scientifically-detectable physical effects on the body.

3. A separate advert for the "Pyramid de Vie" appears on page 96 of "Soul & Spirit" magazine.

4. Under Section 14.1, I challenge whether the advertiser holds signed and dated proof, including a contact address, for the testimonials used on page 96.

"CRYSTAL HEALING" (balancecrystals.com)

5. 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."

6. 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..."

7. 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 trials conducted on people:

(i) "Using a Crystal Kit" can "alleviate [the] symptoms" of tiredness, depression or suffering from pain and illness

(ii) The Crystal Kit gives the best chance of recovery from disease

(iii) The Crystal Kit may help with "back pain, low confidence, depression, detox, fertility, energy, hayfever, headache, IBS, meditation, psychic development, relaxation, relationships, stress and many more"

(iv) The Crystal Kit has been charged ready for use

(v) The Company are capable of custom-making a Crystal Kit for particular [medical] problems

"DON'T GO SKULKING AROUND" (unknown company)

8. I challenge whether the advertiser holds documentary evidence to prove the following claim, and I challenge whether the claim is backed by evidence, where appropriate consisting of trials conducted on people:

(i) Crystal Skulls can intensify your clairvoyant and clairaudient abilities

9. 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.

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

*Goodvitality Ltd - much better value than Holland & Barretts!

GoodVitality Ltd's website is "the place to research and purchase alternative healthcare products"...

UPDATE, 3 Mar: ASA: "We have decided to pass your complaint about the Goodvitality Ltd ad to our Investigations team for assessment. They will be seeking substantiation for the comparative claim and the claim that the products can kill E-Coli."

UPDATE, 9 Apr: ASA: "...we have now received a response from Goodvitality. We have explained to them the level of evidence we would require to support the claims and they have agreed to withdraw their ad until such a time they are in a position to do that."


...but perhaps not the best place to find randomised, double-blinded trials - which has always been my understanding of the word "research".

GoodVitality offer some truly startling products - Homeopathic Toothpaste is my favourite - but my ASA complaint concerns their claims for "aura cleansers" and colloidal silver.

"I write to complain about an advert published in Nexus Magazine, Vol. 17, No. 2 (February-March 2010).

The advert, for Goodvitality Ltd, is entitled "Zappers".

I have submitted a scan of the advert. I can provide an original copy of the advert by post, if required.

I believe the advert is in breach of one section of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

1. Nexus Magazine is published in the UK "under licence by Nexus Magazine (UK) Ltd". It is available in high street shops like WH Smiths.

2. The February-March 2010 issue (Vol. 17, No. 2, page 10) carried an advert entitled "Zappers".

3. The advert promoted three types products: "Zappers", an "Aura Cleanser", and "Colloidal Silver Products".

4. 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."

5. I challenge whether Goodvitality Ltd hold documentary evidence to prove the following claims:

(i) The Lee Crocks Aura Cleanser can cleanse auras;

(ii) Goodvitality's colloidal silver products can kill E-Coli;

(iii) Goodvitality's colloidal silver products are forty times more effective at killing E-Coli than products sold by Higher Nature or Holland and Barrett's.

6. I confirm that I have no connections with the advertiser, Higher Nature, Holland & Barrett's, Nexus Magazine, or with the publishing industry in general. I confirm that I am not involved in legal proceedings with the advertiser or Nexus Magazine.

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