Anne Devereaux's Optimum Detox

Readers worried about how many toxins they've ingested since January 1st might consider the free DVD offered by Anne Devereaux. (See her advert here.)

(Image credit)

"THE NEW YEAR & IT'S DETOX TIME! ...OPTIMUM-D-TOX... Simple, Easy and Profoundly Effective... Product is totally natural and simple to take (liquid format) and fit for your lifestyle. Safe for chronic fatigue types, low energy or weakness... This product is popular. Tel 01892 683439 today..."

ASA complaint follows!

"I'm writing to complain about an advert in the UK edition of Nexus magazine (Apr-May 2011, p17).

The advert, for www.optimum-detox.co.uk, promotes a "DETOX" programme and a DVD.

1. "THE NEW YEAR & IT'S DETOX TIME! ... OPTIMUM-D-TOX... Simple, Easy and Profoundly Effective..."

I'd like to challenge whether the advertisers can substantiate their claim that the product is "Profoundly Effective", since I understand that no clinical research has ever been able to identify the toxins that similar "detox" programmes claim to eliminate.

I can confirm that I have no connections with the advertiser or with the alternative medicine industry in general."

Metabolics Ltd - Colon Cleansers

Metabolics Ltd are offering a marvellous nutritional supplement called "Bright Eyes".

To my great disappointment, the main ingredient did not turn out to be chopped rabbit eyeballs.

(Image credit)

The subject of this ASA complaint is not the product pictured above, but a supplement called Colon Cleanse which, we are assured,

"...detoxifies the bowel..."

As I have reminded the ASA on about a million different occasions, detox treatments do not work.

In case their memory is fading, here's yet another ASA complaint! (Flyer available here and here)

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

The leaflet, for Metabolics Ltd, promotes a number of nutritional supplements.

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 UK's leading authority on complementary medicine, Professor Edzard Ernst, has recently written about "detox" therapies [1]:

"Detox, as used in alternative medicine, is based on ill-conceived ideas about human physiology, metabolism, toxicology etc. There is no evidence that it does any good and some treatments...can be harmful. The only substance that is being removed from a patient is usually money."

2. Therefore, under Section 12.1, I challenge whether the advertisers can substantiate their claim that the "COLON CLEANSE" product can "detoxify the bowel".

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

Footnotes:

[1] Simon Singh, Edzard Ernst, "Trick or Treatment? Alternative Medicine on Trial", American edition 2008, p308
"

Fasting on Chinese Nutrition

I've just put in two new ASA complaints about a valiant bastion of resistance against the evil galactic warlord Xenu, namely, the College of Naturopathic Medicine.

(Image credit)

Leading a special fasting programme is Zoë Palmer-Wright, the beaming beauty pictured above (flyer available here and here).

Apart from the rather obvious effect of "weight loss", Zoe promises us her drastic weight-loss regime will

"...deeply cleanse your body tissues of wastes and toxins leaving you rejuvenated and energised!"

Hot on the heals of that bullshit claim is a flyer for something called Chinese Nutrition (available here and here).

For all you doubters out there, the college reassures us that

"Chinese Nutrition can be used to assist a wide range of diseases and conditions, such as digestive problems, irritable bowel syndrome, constipation, diarrhoea, food allergies, weight problems, low energy, skin conditions, hormonal imbalance, and mental problems such as depression and anxiety..."

Can the College substantiate any of these far-fetched claims? Or are all they too busy working towards their OTVIII? ASA complaints follow!

Fasting Week flyer

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

The flyer, for the College of Naturopathic Medicine, promotes a "Fasting Week".

I suspect that the flyer may be in breach of two 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. The flyer is titled:

"Fasting Week: Detox your body! - A lighter, brighter, healthier you in one week"

2. The flyer continues:

"Join our guided juice/broth fasting programme which will deeply cleanse your body tissues of wastes and toxins leaving you rejuvenated and energised!"

3. The UK's leading authority on complementary medicine, Professor Edzard Ernst, has recently written about "detox" therapies [1]:

"Detox, as used in alternative medicine, is based on ill-conceived ideas about human physiology, metabolism, toxicology etc. There is no evidence that it does any good and some treatments...can be harmful. The only substance that is being removed from a patient is usually money."

4. Under Section 12.1, I challenge whether the advertiser can substantiate any of the following claims:

(i). Fasting can "Detox your body!"

(ii) The "guided juice/broth fasting programme" will "deeply cleanse your body tissues of wastes and toxins leaving you rejuvenated and energised!"

5. The flyer makes a number of claims for the health benefits of fasting. Under Section 12.1, I challenge whether the advertiser can substantiate their claim that fasting - for example, as practised in the flyer's "one week" programme - can produce the following benefits:

(i) "Feeling energised"
(ii) "Clearer and more radiant skin"
(iii) "Bright eyes"
(iv) "Better digestion"
(v) "Mental clarity and focus"
(vi) "Strengthened immunity"
(vii) "Help with specific health conditions", namely "skin problems, digestive disorders, allergies and fertility issues"

6. (i) One of the named "benefits of fasting" is, needless to say, "Weight loss". The advertised "fasting week" takes place in combination with a "guided juice/broth...programme".

(ii) Under Section 13.5, I challenge whether the advertiser has shown the "programme" is "nutritionally well-balanced (except for producing a deficit of energy)".

(iii) Under Section 13.7, I challenge whether the advert encourages users to take medical advice before embarking on the "programme".

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

Footnotes:

[1] Simon Singh, Edzard Ernst, "Trick or Treatment? Alternative Medicine on Trial", American edition 2008, p308"

Chinese Nutrition flyer

"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 College of Naturopathic Medicine, promotes a postgraduate course in "Chinese Nutrition".

I suspect that the leaflet may be in breach of 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 begins:

"Why study Chinese nutrition? In Ancient China nutrition was considered the primary medicine of choice: treatments such as acupuncture were tried only if the nutritional approach proved insufficient. In contrast to the Western view of foods, the Chinese philosophy encompasses the energetics of foods to provide a truly holistic treatment for internal diseases of all kinds."

2. The leaflet continues:

"The benefits of Chinese nutrition - Chinese Nutrition can be used to assist a wide range of diseases and conditions, such as digestive problems, irritable bowel syndrome, constipation, diarrhoea, food allergies, weight problems, low energy, skin conditions, hormonal imbalance, and mental problems such as depression and anxiety..."

3. The "Course Details" introduces two new "conditions" for which "Chinese Nutrition" offers a "treatment":

"...myalgic encephalomyelitis (ME), fibromyalgia..."

4. Under Section 12.1, I challenge whether the advertisers can substantiate their claim that "Chinese Nutrition" can treat any of the following conditions:

(i) "Digestive problems"
(ii) "Irritable Bowel Syndrome"
(iii) "Constipation"
(iv) "Diarrhoea"
(v) "Food allergies"
(vi) "Weight problems"
(vii) "Low energy"
(viii) "Skin conditions"
(ix) "Hormonal imbalance"
(x) "Depression"

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

Ayurveda Pura - Pura Rubbish

.
Simon Perry has written an excellent beginner's guide to writing ASA complaints. But where can novice sceptical letter writers find the adverts?

A great place to start is just about any "Ayurvedic Beauty Salon" - such as this one.

(Image credit)

Ayurveda Pura - a beauty salon a stone's throw from the O2 Arena in London - produce a handy 8-page booklet (available here, here, here and here) listing the treatments they offer.

It's full of dubious claims for "detox" therapies, weight-loss massages and the like. ASA complaint follows!

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

The booklet promotes the "Ayurveda Pura London Health Spa & Beauty Centre".

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

1. The UK's leading authority on complementary medicine, Professor Edzard Ernst, has recently written about "detox" therapies [1]:

"Detox, as used in alternative medicine, is based on ill-conceived ideas about human physiology, metabolism, toxicology etc. There is no evidence that it does any good and some treatments...can be harmful. The only substance that is being removed from a patient is usually money."

2. Under Section 12.1, I challenge whether the advertiser can substantiate any of the following claims:

(i) The "Aromatherapy Facial" (p3) can "eliminate toxins" from the skin

(ii) The "Detoxifying Back Cleanse" (p3) is capable of detoxifying any part of the body

(iii) The "Ayurvedic Detoxifying Face Massage" (p4) can "assist is detoxifying the facial skin..."

(iv) The "Nasya - Nasal Cleansing Treatment" (p4) is "highly effective in relieving...migraines"

(v) The "Abhyanga - Ayurvedic Whole Body Massage..." (p4) "...stimulates the immune system, detoxifies...the entire body"

(vi) The "Marma Abhyanga - Ayurvedic Energy Point Massage..." (p4) "...stimulates the...imune...systems"

(vii) The "Vishesh - Ayurvedic Deep Tissure Massage" (p5) is capable of "removing toxins and impurities from the body"

(viii) The "Hridaya Basti" treatment (p5), in which "the heart area is continuously bathed with warm Ayurvedic oils" can help with "ailments like high blood pressure and heart conditions"

(ix) The "facial treatment" included in the "Rejuvenation Package" (p6) is capable of "detoxifying" any part of the body

(x) The "Panchakarma - Ayurvedic Detoxification Packages" (p6) are capable of detoxifying any part of the body, and are capable of "internal cleansing", "restor[ing] and maintain[ing] good health", "strengthen[ing] the immune system", "protect[ing] the body against diseases by removing toxins and rejuvenating your body's internal systems"

3. Regarding Shiatsu, Ernst has written [2]:

"Shiatsu is based on the biologically implausible theory of yin and yang. There is no evidence that it is effective for any specific conditions. Shiatsu massage therefore seems to be a waste of effort and expense, which offers nothing above conventional massage."

4. Under Section 12.1, I challenge whether the advertiser can substantiate the following claim:

(i) "Shiatsu" (p7) can "help in a wide range of conditions" including "specific injuries"

5. Under Section 13.1, I challenge whether the following claim can be substantiated, under 13.4, I challenge whether the advertisers have established that weight-reduction is caused by loss of body fat, and under Section 13.9, I challenge whether the advertisers are claiming that weight or fat can be lost from specific parts of the body:

(i) The "Nabhi Abhyanga - Abdominal Massage..." (p5) "...assists in weight loss around the stomach area"

6. Under Sections 12.1 and 12.7, I challenge whether the following claim can be substantiated:

(i) The "Mukhabhyanga - Traditional Ayurvedic Face-Lift Massage" (p4) is capable of "keeping away wrinkles" and "promoting the regeneration of healthy, younger looking [sic] skin"

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

Footnotes:

[1] Simon Singh, Edzard Ernst, "Trick or Treatment? Alternative Medicine on Trial", American edition 2008, p308
[2] Ibid., p326"

A Vogel - The Nerd Has Turned

I've been harbouring a lingering grudge against the A Vogel Institute for quite some time.

(Image credit - witty comment is mine)

Earlier this year I complained to the ASA about some preposterous claims the company were making for a couple of their flagship products.

The complaint was rejected because each of the claims were appended by the words

"...based exclusively on use as a traditional medicine..."

Despite my disgust, I felt sure that one day I'd get my revenge.

Today I spotted a series of wacky statements in the company's "Cleanse & Revitalise" booklet (available here, here and here).

I also noticed some dodgy research which had been cherry-picked from a wider, more negative pool of clinical studies and duly inserted into another booklet, "Prostrate Health" (available here, here and here).

Both of the adverts are now sitting in the ASA's in-tray. (It's rather odd that no-one at the company spotted the glaring errors, but I suppose that's what comes from accumulating so much bad karma.)


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

The flyer, for A. Vogel, promotes a number of "detox" products.

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

1. The booklet is titled:

"Cleanse & Revitalise - Information on detoxification & weight management - Health Information Series"

2. The UK's leading authority on complementary medicine, Professor Edzard Ernst, has recently written about "detox" treatments [1]:

"Detox, as used in alternative medicine, is based on ill-conceived ideas about human physiology, metabolism, toxicology etc. There is no evidence that it does any good and some treatments...can be harmful. The only substance that is being removed from a patient is usually money."

3. (i) The section "Here's what to do about it" starts on p5, and reads

"When attempting to clean up, it is vital to open the exit routes first. This is so that toxins lifted from the tissues and the organs will actually leave the body rather than circulate in the bloodstream (making you feel terrible) before settling back in again. Fasting on organic seaweed...won't help your body to cleanse unless you've got those exit routes open and are encouraging a plentiful emptying of toxins into the outside world."

(ii) In response to this problem, the booklet suggests a number of the advertisers products.

(iii) "Linoforce is an extremely effective remedy for constipation, certain to get your bowels moving again with no delay..."

(iv) "Urinary tract: Drinking...water...will really help reduce fluid retention, allowing toxins to leave through the urinary tract rather than get trapped in the body. Golden Rod Tea [an A Vogel product] is good for this too..."

(v) "User Milk Thistle Complex to cleanse your liver and improve the way it metabolises both toxins and fats...So with Milk Thistle Complex you can give your liver a proper overhaul, leaving it better equipped to deal with toxins and fats."

(vi) "Solidago Complex will cleanse and support your kidneys, helping them to deal with toxins and keep your fluid [sic] balanced properly"

(vii) "...pay some attention to your lymphatic system...with a dose of Calendula Complex"

(viii) Under Section 12.1, I challenge whether any of these claims can be substantiated.

4. Under Section 3.1, I challenge whether the claim in the section "What should I eat whilst detoxifying?" that the named foods should be eaten in order to detoxify the body is misleading.

5. Under Section 3.1, I challenge whether the claim in the section "Will my skin improve with all this detoxifying?" that "Doing regular detoxing of your liver and kidneys to keep toxicity levels down" is misleading.

6. Under Section 12.1, I challenge whether the claim that the "Viola tricolor" product can "[increase] the flow of nutrients to the skin and the removal of wastes from the skin, as well as reducing inflammation in the skin cells" can be substantiated.

7. (i) The section "How will detoxifying help my metabolism?" promotes more of the advertiser's products.

(ii) "Taking Linoforce will move things along nicely [in your bowel]"

(iii) "Restoring the balance of friendly bacteria in your gut...Do this by drinking a couple of glasses of Molkosan Vitality every day...It provides the kind of environment that friendly bacteria like and is also very good for your pancreas."

(iv) "Milk Thistle Complex to improve liver function will have a beneficial knock-on effect on weight control."

(v) "Improving kidney function with Solidago Complex...can do wonders for your weight..."

(vi) Under Section 12.1, I challenge whether any of these claims can be substantiated.

8. (i) More products are promoted in on p10.

(ii) "Helix Slim improves the way your body extracts the energy from carbohydrates, keeping your blood sugar on an even keel...the one to use if you are a sugar addict and find dieting makes you famished..."

(iii) "[The advertiser's] Kelp [Tablets]...ha[ve] the ability to bind toxins such as heavy metals and carry them out of the body. This detoxifying effect is also energising."

(iv) "Craving Essence" is good for people who feel "unhappy or stressed" and thus "eat badly"

(v) Under Section 12.1, I challenge whether any of these claims can be substantiated.

9. (i) The "A Vogel Detox Box" is prominently promoted on p11.

(ii) Under Section 12.1, I challenge whether the product label description, clearly visible in the photo, that the product is a "10 day toxin elimination programme" can be substantiated, and under Section 3.1 I challenge whether it is misleading.

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


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

The booklet, for A. Vogel, promotes Saw Palmetto as a treatment for an enlarged prostrate gland. The advertisers have a number of Saw Palmetto products in their product range.

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

1. (i) The booklet makes the following claim for Saw Palmetto, an extract from the fruits of the palm "Serenoa repens":

"Research has now shown that Saw Palmetto extract provides mild to moderate improvement in urinary symptoms for men with an enlarged prostrate gland. Saw palmetto extracts have been shown to reduce inflammatory activity within the prostrate..."

(ii) (Benign prostatic hyperplasia is the medical term for an enlarge prostrate gland.)

2. The claim is presumably referring to a 2002 study, "Serenoa repens for benign prostatic hyperplasia" [1], whose conclusions were:

"The evidence suggests that Serenoa repens provides mild to moderate improvement in urinary symptoms and flow measures. Serenoa repens produced similar improvement in urinary symptoms and flow compared to finasteride and is associated with fewer adverse treatment events. The long-term effectiveness, safety and ability to prevent BPH complications are not known. The results of this update are in agreement with our initial review.

3. However, other more recent studies do not demonstrate any effect beyond placebo.

4. (i) A 2006 study, "Saw Palmetto for Benign Prostatic Hyperplasia" [2], found the following result:

"There was no significant difference between the saw palmetto and placebo groups...during the one-year study. The incidence of side effects was similar in the two groups."

(ii) The study's conclusion was:

"In this study, saw palmetto did not improve symptoms or objective measures of benign prostatic hyperplasia."

5. A 2008 review, "Phytotherapy for Lower Urinary Tract Symptoms Secondary to Benign Prostatic Hyperplasia" [3], investigated a number of plant extracts, among them saw palmetto. The review concluded:

"Most clinical trials of investigating the efficacy of botanicals suffer from well documented methodological flaws. Saw palmetto has been clearly shown as comparable to placebo in a trial of sound methodology. While preliminary results appear promising, to our knowledge the remaining botanicals have yet to be evaluated in a trial of similar quality."

6. (i) The booklet seems to claim that saw palmetto's effects are supported by moderate quality evidence, yet there is no mention of more recent studies that each conclude the effects of saw palmetto are indistinguishable from placebo.

(ii) Therefore under Section 3.1 of the CAP Code (2010), I challenge whether the claim is misleading.

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

Footnotes:

[1] Wilt T, Ishani A, Mac Donald R (2002). "Serenoa repens for benign prostatic hyperplasia". Cochrane Database Syst Rev (3): CD001423. doi:10.1002/14651858.CD001423. PMID 12137626.

[2] Bent S, Kane C, Shinohara K, et al (February 2006). "Saw palmetto for benign prostatic hyperplasia". N. Engl. J. Med. 354 (6): 557–66. doi:10.1056/NEJMoa053085. PMID 16467543.

[3] Dedhia RC, McVary KT (June 2008). "Phytotherapy for lower urinary tract symptoms secondary to benign prostatic hyperplasia". J. Urol. 179 (6): 2119–25. doi:10.1016/j.juro.2008.01.094. PMID 18423748.
"

Bodytox - Detox in a Box

Here's a trio of complaints about Bodytox and their amazing magical foot patches.

I've already won an ASA Adjudication about claims that the first of these - the Bodytox Detox Foot Patch - is able to detoxify the body (although, in that case, a different advertiser was involved).

(Image credit)

The other products are also claimed to have miraculous detoxification abilities. Can the advertisers substantiate their claims?

Personally, I doubt it - I haven't heard their name in any Nobel Prize awards recently. ASA complaints follow!

The BodyTox Detox Foot Patches (pictured, and available 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 Bodytox Ltd, promotes their "Bodytox Detox Foot Patches".

I suspect that the flyer may be in breach of two 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. The flyer is titled:

"Bodytox DETOX FOOT PATCHES...THE SIMPLE, EFFECTIVE AND MOST NATURAL WAY TO DETOXIFY"

2. In March this year I complained to the ASA about detox claims for the same product, appearing in a different advert by different advertisers. In April you wrote to tell me the claims had been passed to your Compliance Team.

3. The UK's leading authority on complementary medicine, Professor Edzard Ernst, has recently written about "detox" therapies [1]:

"Detox, as used in alternative medicine, is based on ill-conceived ideas about human physiology, metabolism, toxicology etc. There is no evidence that it does any good and some treatments...can be harmful. The only substance that is being removed from a patient is usually money."

4. Ernst has also written about reflexology [2]:

"...there is no convincing evidence that [reflexology] is effective for any condition. Reflexology is expensive, and it offers nothing more than could be achieved from a simple, relaxing foot massage."

5. Under Section 12.1 of the CAP Code, I challenge whether the advertisers can substantiate any of the following claims, and under Section 3.1 I challenge whether the claims are misleading:

(i) "Bodytox" is "THE SIMPLE, EFFECTIVE AND MOST NATURAL WAY TO DETOXIFY"

(ii) The named medical conditions, including cancer, arthritis, obesity, skin problems, headaches, fatigue, pains and coughs are caused by "toxicity"

(iii) "Fasting" causes "detoxification"

(iv) There are "many other ways" to "detoxify" the body, including "Bodytox Detox Foot Patches"

(v) The patches will cause you to "experience a noticeable difference in energy, vitality and general well being [sic]"

(vi) Reflexology was practised in "China over 5000 years ago" as well as in ancient Egypt, 16th century Europeans and by the Hopi Tribe of North America.

(vii) Reflexology "works", and "...on similar principles to Bodytox Detox Foot Patches"

(viii) "According to medical knowledge, the human body has over 360 acupuncture points..."

(ix) "When Bodytox Detox Foot Patches are applied to the soles of the feet, powerful ingredients encourage the release of any toxins in the lymphatic symptoms..."

(x) "The patch ingredients work by producing negative ions...as well as absorbing and containing unwanted toxins"

(xi) The patches "open the pores of the skin, allowing the accumulated wastes to be drawn out under osmotic pressure from the blood and lymphatic systems resulting in the elimination of toxins. Absorption and containment of the expelled toxins are achieved by a natural highly absorbent [sic] powder contained in the patch."

(xii) The patches "can provide the following benefits: Absorbs the body's toxins - Improves quality of sleep - Boosts energy levels - Promotes health & well being [sic]"

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

Footnotes:

[1] Simon Singh, Edzard Ernst, "Trick or Treatment? Alternative Medicine on Trial", American edition 2008, p308

[2] Ibid., p323
"

The BodyTox Lavender Sleep Patches (pictured, and available 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 Bodytox Ltd, promotes their "Bodytox LAVENDER SLEEP PATCHES".

I suspect that the flyer may be in breach of two 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. The flyer is titled:

"Bodytox LAVENDER SLEEP PATCHES...THE NATURAL, EFFECTIVE WAY TO A RESTFUL NIGHT'S SLEEP"

2. The UK's leading authority on complementary medicine, Professor Edzard Ernst, has recently written about "detox" therapies [1]:

"Detox, as used in alternative medicine, is based on ill-conceived ideas about human physiology, metabolism, toxicology etc. There is no evidence that it does any good and some treatments...can be harmful. The only substance that is being removed from a patient is usually money."

3. Under Section 12.1 of the CAP Code, I challenge whether the advertisers can substantiate any of the following claims, and under Section 3.1 I challenge whether the claims are misleading:

(i) "Bodytox Lavender Sleep Patches...can also be effective for detoxification"

(ii) "Using the reflexology chart, [you can] determine which areas of the body you would like to detox"

(iii) "If the patches come off with a mixture of stained and clear areas, stained areas indicate where your body is holding toxic material"

(iv) "...the detox may require 6-14 days to achieve maximum results...stop using the patches when they start to become patchy and lighter in colour as less toxins are extracted. Once you feel you have achieved an optimum level of detoxification...the patches can then be used as a maintenance program [sic] for 3 days or longer if required"

(v) The lavender oil in the patches "not only detoxify the body but aid the user to enjoy a restful night's sleep"

(vi) "According to medical knowledge, the human body has over 360 acupuncture points..."

(vii) "As the blood circulates to the soles of the feet, a powerful mixture of natural ingredients...encourage the release of toxins. The patches absorb accumulated waste matters from your body while you sleep. This can result in a noticeable difference in energy, vitality and general well-being."

(viii) "Bodytox Lavender Sleep Patches can provide the following benefits: Absorbs the body's toxins - More restful night's sleep - Boosts energy levels - Promotes health and well being [sic]"

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

Footnotes:

[1] Simon Singh, Edzard Ernst, "Trick or Treatment? Alternative Medicine on Trial", American edition 2008, p308"

The Bodytox Natural Warm Patches (pictured, and available 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 Bodytox Ltd, promotes their "Bodytox NATURAL WARM PATCHES".

I suspect that the flyer may be in breach of two 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. The flyer is titled:

"Bodytox NATURAL WARM PATCHES...HELPS TARGET AND MAINTAIN GOOD BLOOD CIRCULATION"

2. In June this year the ASA Council upheld my complaint about a very similar (or possibly identical) product in a promotion by different advertisers (complaint ref. 120878).

3. The UK's leading authority on complementary medicine, Professor Edzard Ernst, has recently written about "detox" therapies [1]:

"Detox, as used in alternative medicine, is based on ill-conceived ideas about human physiology, metabolism, toxicology etc. There is no evidence that it does any good and some treatments...can be harmful. The only substance that is being removed from a patient is usually money."

4. Under Section 12.1 of the CAP Code, I challenge whether the advertisers can substantiate any of the following claims, and under Section 3.1 I challenge whether the claims are misleading:

(i) "Bodytox Natural Warm Patches...can also be effective for carrying out detoxification and maintaining good blood circulation..."

(ii) "The warm energy...can knock toxins loose from fat cells in the body which in turn are released through sweating"

(iii) "...the ingredients within the patch create negative ions and absorption of unwanted toxins"

(iv) "Bodytox Natural Warm Patches can provide the following benefits...Absorb the body's toxins...Maintains good circulation...Promotes health & well being [sic]"

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

Footnotes:

[1] Simon Singh, Edzard Ernst, "Trick or Treatment? Alternative Medicine on Trial", American edition 2008, p308"

Health Etc's residential detox diet

Today I made a remarkable discovery - a diet that gives the body "complete rest from digestion".

Wow! (I wonder how nutrients are absorbed, though - perhaps they find their way into the bloodstream with the aid of a map and a compass?)

(Image credit)

Health Etcetera offer a residential weight management course. Their glossy brochure elaborates further:

"Juice Feasting involves nourishing the body through pure vegetable juices while abstaining from solid foods..."

What drew my attention to the flyer (available here and here) is not the raw food diet, but a number of detox claims which I suspect can't be substantiated. This one, for example:

"Principles of Health: ...Optimum nutrition and detoxification...will aid you to restore your health and achieve your ideal weight."

And this one:

"Why Living Foods? ...For...detoxification, living foods provide the perfect tools through a simplistic and natural approach that you can easily continue on your return home."

"Detox" therapies are, of course, nothing but flim-flammery, as my latest ASA complaint labours to explain.

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

The flyer, for Health Etcetera, promotes a residential weight management course.

I suspect that the flyer may be in breach of one section of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code (2010). I can provide the original flyer by post, if necessary.

1. (i) The subject of this complaint are the "detox" claims the flyer makes.

(ii) Regarding detox treatments, Edzard Ernst, Professor of Complementary Medicine at the University of Exeter, has recently written [1]:

"Conclusion: Detox, as used in alternative medicine, is based on ill-conceived ideas about human physiology, metabolism, toxicology, etc. There is no evidence that it does any good and some treatments, such as chelation and colonic irrigation...can be harmful. The only substance that is being removed from a patient is usually money."

2. Under Section 3.1 of the CAP Code, I challenge whether the following claims are misleading:

(i) "Essential Programme: This programme allows you the opportunity to sample living foods and learn about new ways to prepare them when you go back home. Detoxification...[is] highly effective, almost as good as when juice feasting."

(ii) "Juice Feasting Programme: Juice Feasting involves nourishing the body through pure vegetable juices while abstaining from solid foods. It gives the body almost complete rest from digestion, so it can fully focus on elimination. It provides the deepest detoxification benefits..."

(iii) "Principles of Health: ...Optimum nutrition and detoxification...will aid you to restore your health and achieve your ideal weight."

(iv) "Why Living Foods? ...For...detoxification, living foods provide the perfect tools through a simplistic and natural approach that you can easily continue on your return home."

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

Footnotes:

[1] Simon Singh, Edzard Ernst, "Trick or Treatment? Alternative Medicine on Trial", 1st American Edition 2008, p308
"

Boots - High Street Quackery

Boots, the high street apothecary familiar to us all, supplement their shelves (and their bottom line) with a dazzling array of complementary medicines.

(Image credit)

Another term for complementary medicines is, of course, "quack miracle potions".

The fantastic Simon Perry and Nic Woolhouse tried to take the matter up with the Advertising Standards Authority (ASA), complaining that the Boots website was making dubious claims for over two hundred of its products.

The complaint didn't get very far, so now Simon is asking everyone to help him take up the matter with Trading Standards - where multiple complaints make a big, big difference.

Here is my complaint, regarding the so-called BioFirm Danish Detox Plan. If the name is familiar, it could because I've written about it before.

I hope everyone will give Simon a hand - it only takes a few moments to submit a complaint.

"I write to complain about Boots who, I suspect, are making false medical claims on their website.

For example, the "BioFirm Danish Detox Plan" product [1] is claimed to be an "effective formula" which "naturally supports the body’s own internal processes of elimination and detoxification".

I think this claim cannot be substantiated. In March this year, I complained to the Advertising Standards Authority (ASA) about the same product, which was being advertised by a different company.

On that occasion, the advert boasted that "The Biofirm Danish Detox Plan supports your body to deal with toxins", but on 27th April the ASA wrote to tell me:

"You may not be surprised to learn that this ad has already come to our attention and we received an assurance at the end of February that this ad would not appear again."

The UK's leading authority on complementary medicine, Professor Edzard Ernst, has recently written about "detox" therapies [2]:

"Detox, as used in alternative medicine, is based on ill-conceived ideas about human physiology, metabolism, toxicology etc. There is no evidence that it does any good and some treatments...can be harmful. The only substance that is being removed from a patient is usually money."

Unless Boots can provide robust clinical evidence that the "BioFirm Danish Detox Plan" can "suppport the body's...detoxification", I complain that Boots have made false medical claims, in breach of the Consumer Protection from Unfair Trading Regulations (CPR) 2008. As you know, the regulations require companies to be able to substantiate any such claims they make with evidence.

I have compiled a list of two hundred similar dubious medical claims on the Boots website. To assist you with your prompt enquiries, I have decided to submit a single complaint, rather than two hundred and forty separate ones.

Footnotes:

[1] http://www.boots.com/en/BioFirm-Danish-Detox-Plan-90-Tablets_10643/
[2] Edzard Ernst, Simon Singh, "Trick or Treatment? Alternative Medicine on Trial", p308. ISBN 978-0-393-06661-6.
"

*Ayurvedic Sexual Healing

Out shopping for a loaf of bread today, I thought I'd pop into my local Ayurvedic Beauty Salon.

UPDATE, 16 Sep: The ASA have been in touch to say the brochure contains many claims that seem to be in breach of the CAP Code. It has therefore been passed to their Compliance Team.

(Image credit - brochure front cover)

As I left - a brochure in each hand - I attracted a fascinated stare from one of the staff.

It's possible that she had a keen nose for a sceptic up to no good. But I prefer to believe that it was my rogueish good looks that so enchanted her.

To tell the truth, I've not had much luck with the ladies recently. I think my dry spell is over, though. According to the brochure, the salon offers an amazing "Kayasekam Oil Bath" which

"...increases body immunity and increases muscular, digestive and sexual power..."

Gosh! Also available are a plethora of treatments which "cleanse the body of toxins" (which toxins, exactly, the brochure isn't prepared to say).

For those visitors who don't share my own toned physique, the salon recommends a "Health Body Wrap - £36.00" which offers

"...instant inch loss - works by stimulating the lymphatic system with essential oils and forcing natural waste through the body using [a] unique wrapping technique..."

That sounds an awful lot like smearing faeces all over yourself. I think I'll stick with their "Vibrosaun" treatment, which is a

"...dry heat sauna and massage therapy unit to assist in relief of muscular aches and pains, stress and tension [which] at the same time detoxifies the body and reduces calorie counts (up to 300 calories per session!) This unit is designed to increase blood circulation, reduce high blood pressure and aid kidney function. It can also assist in reducing symptoms of insomnia and aid asthma sufferers..."

Dear reader, I'm still familiarising myself with the new advertising codes (which came into force yesterday) - but I reckon this brochure is in breach of a good number of them!

ASA complaint follows, and the relevant pages of the brochure are viewable here and here.

"I write to complain about a brochure promoting the "Karma" beauty salon in Luton.

The brochure was picked up from inside the salon itself and makes claims about various complementary therapies which I suspect cannot be substantiated.

1. The brochure contains the text (page 5):

"Thermal Auricular Therapy...clears sinuses, blockages and helps Hay Fever"

2. Under Sections 3.7 and 12.1 of the CAP Code (2010), I challenge whether the advertisers can substantiate their claim that thermal auricular therapy (popularly known as "Hopi Ear Candling") can "[clear] sinuses, blockages and [help] hay fever".

3. The brochure continues (page 7):

"Ahava Deluxe Dead Sea Mud Envelopment...An application of dead sea [sic] mud follows providing you with an all over [sic] detoxification aiding blood circulation and lymphatic drainage...This treatment helps to relieve joint inflammation, muscle pain and psoriasis. It also detoxifies the skin, cleanses the body of impurities..."

4. Under Sections 3.7 and 12.1, I challenge whether the advertisers can substantiate any of the following claims:

(i) The treatment can provide an "all over [sic] detoxification aiding blood circulation and lymphatic drainage"
(ii) The treatment can relieve psoriasis
(iii) The treatment detoxifies the skin and cleanses the body of impurities

5. The brochure continues (page 7, repeated page 8):

"Health Body Wrap...For instant inch loss - works by stimulating the lymphatic system with essential oils and forcing natural waste through the body using unique wrapping technique [sic]...Course of 6 wraps recommended..."

6. (i) Under Section 13.1, I challenge whether the claim "instant inch loss" can be substantiated.

(ii) Under Section 13.4, I challenge whether the brochure has shown that "weight reduction is achieved by loss of body fat".

7. The brochure continues (page 8):

"Vibrosaun...at the same time detoxifies the body and reduces calorie counts (up to 300 calories per session!...The unit is designed to increase blood circulation, reduce high blood pressure and aid kidney function. It can also assist in reducing symptoms of insomnia and aid asthma sufferers..."

8. Under Sections 3.7, 12.1 and 13.1, I challenge whether the advertisers can substantiate any of the following claims:

(i) The Vibrosaun detoxifies the body and "reduces calorie counts (up to 300 calories per session!)"
(ii) The Vibrosaun reduces high blood pressure and aids kidney function
(iii) The Vibrosaun can aid asthma sufferers

9. The brochure lists (pages 12-14) a number of Ayurvedic treatments available at the salon. Under Sections 3.7 and 12.1, I challenge whether the advertisers can substantiate any of the following claims:

(i) The "PAADA ABHYANGA FULL LEG AND FEET MASSAGE...helps those suffering from arthritis"

(ii) The "AYURVEDIC BACK MASSAGE...assists with whiplash injuries"

(iii) The "PODI KIZHI BOLUS BAG MASSAGE WITH MEDICATED POWDER" can help "treat arthritis, paralysis..."

(iv) The "KAYASEKAM OIL BATH (ROYAL TREATMENT)...slows down the aging process, helps heal fractured bones, increases body immunity and increases muscular, digestive and sexual power" and "Removes all Vata and Kapha toxins"

(v) The "SHIROABHYANGA TRADITIONAL INDIAN HEAD MASSAGE...drains any accumulated toxins"

(vi) The "KADI VASTI POURING OF OIL" is "An effective treatment for low back pain, sciatica, slipped disc and neurological diseases of the lower limbs"

(vii) The "GREEVA VASTI" treatment "helps with...paralysis and any whiplash"

(viii) The "NETRA VASTI...protects and promotes good vision, help[s] with...cataract[s], night blindness, glaucoma, and decreases any pain or secretion of lachrymal fluid"

(ix) The "NASYA" treatment "Relieves headaches, migraines, sinusitis" and "helps with diseases of the eyes, ears[,] nose, mouth and throat, with swellings, gland enlargement and tonsilitis"

10. Under Section 12.23, I challenge whether the advertisers can substantiate their claims that the "SHIROABHYANGA MASSAGE" (page 13) "relieves...baldness" and "prevents hair fall [sic]".

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

Paula Arnold's magical detox wrap

This calming vista is the interior of Beauty Scene, a salon in Nottingham.

(Image credit)

The proprietress, one Paula Arnold, has persuaded a neighbouring cafe to stock her flyers. An unwise move, perhaps, because Nottingham is teeming with coffee-drinking sceptical troublemakers!

Among Paula's services are the usual facials, manicures, massages and full-body waxes.

But what's this - "SHAPE CHANGERS DETOX WRAPS"? Tell me more!

"This is an all-natural detox wrap guaranteed to achieve inch reduction, detoxify the body, cleanse the skin and leave you feeling rejuvenated with a smooth and silkier skin..."

And to think that, for all these years, I've been relying on my liver and moderate exercise to keep me healthy. What a fool I've been!

Still, before I give up the swimming and moderate drinking, I'd like to see some actual clinical evidence first.

I wonder if Paula can also substantiate her claims for refloxology, Hopi ear candles and Indian head massage? ASA complaint follows!

"I write to complain about a leaflet promoting the "Beauty Scene" clinic in Nottingham, which was picked up from a cafe adjoining the clinic.

The leaflet makes claims about various complementary therapies which I believe cannot be substantiated.

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

1. The leaflet contains the text:

"SHAPE CHANGERS DETOX WRAPS...This is an all-natural detox wrap guaranteed to achieve inch reduction, detoxify the body, cleanse the skin and leave you feeling rejuvenated with a smooth and silkier skin."

2. Under Sections 3.1. 50.1 and 51.1 of the CAP Code, I challenge whether the advertisers can substantiate their claims that the detox wraps can:

(i) "...achieve inch reduction" (i.e. weight loss)
(ii) "...detoxify the body"

3. The leaflet continues:

"INDIAN HEAD MASSAGE...This relaxing head massage relaxes tight and uncomfortable muscles, eases stiffness, stimulates blood circulation and drains away toxins which will eliminate headaches and eyestrain..."

4. Under Sections 3.1 and 50.1, I challenge whether the advertisers can substantiate their claim that Indian Head Massage "drains away toxins which will eliminate headaches and eyestrain..."

5. The leaflet continues:

"HOPI EAR CANDLES...This treatment will help clear congestion from the ear and sinus area..."

6. Under Sections 3.1 and 50.1, I challenge whether the advertisers can substantiate their claim that Hopi Ear Candles "clear congestion from the ear and sinus area..."

7. The leaflet continues:

"REFLEXOLOGY...Relieves stress and improves circulation. This ancient healing art works through pressure point massage on your feet to restore the free flow of energy to the whole body and encourage self healing [sic]. Congestion or tension in any part of the foot mirrors congestion and tension in a corresponding body part and so treating the whole foot will relax and help heal the whole body."

8. Under Sections 3.1 and 50.1, I challenge whether the advertisers can substantiate their claim that Reflexology can "encourage self healing [sic]" and "help heal the whole body".

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

A2Z Ozone's MLM Lotion

Reg the "Wellness/Oxygen practicioner" - aka New Horizons, aka A2Z Ozone UK - got himself on the ASA's main adjudications page this week after the ASA Council upheld my previous complaint.

(Image credit)

Following a general policy of "give no mercy, for ye shall receive none", here's another ASA complaint about his latest advert!

"I write to complain about an advert which appears in Nexus Magazine (June-July 2010, Vol 17, No 4, p24).

The advert, for A2Z Ozone UK aka New Horizons promotes various health products.

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. I have named A2Z Ozone UK aka New Horizons as the advertiser, although they are not mentioned in the advert, as they share the same phone number used in an earlier Nexus Magazine advert, about which my complaint has recently been upheld [1].

2. This complaint concerns the claims made for "MSM Lotion for beautiful skin and healthy joints" and "Colon/Liver Cleanse 60 cap[sule]s".

3. MSM (Methylsulfonylmethane) is a sulphur-based compound which was popularised as a dietary supplement in the book "The Miracle of MSM - The Natural Solutions for Pain" by Dr. Stanley W. Jacob [2]. It is reportedly available as a lotion manufactured by "Scientific Biologics, Inc" [3].

4. I have been unable to find any clinical trials attesting to MSM's efficacy in producing "beautiful skin".

5. I have been unable to find any clinical trials attesting to MSM's efficacy in producing "healthy joints". A single pilot study [4] has investigated MSM's effects on osteoarthritis.

6. Under Sections 3.1 and 50.1 of the CAP Code, I challenge whether the advertiser can substantiate the claim that their MSM Lotion causes "beautiful skin and healthy joints".

7. The advert contains no identifying information about the "Colon/Liver Cleanse" capsules.

8. Under Sections 3.1 and 50.1 of the CAP Code, I challenge whether the advertiser can substantiate the claim that their "Colon/Liver Cleanse" capsules can cleanse the colon and cleanse the liver.

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

Footnotes:
[1] http://www.asa.org.uk/Complaints-and-ASA-action/Adjudications/2010/6/A2Z-Ozone-UK/TF_ADJ_48603.aspx
[2] Berkley Trade, 1999, ISBN 978-0425172650
[3] http://arthritis-alternative.com/detail/MSM%20Lotion.cfm
[4] Kim LS, Axelrod LJ, Howard P, Buratovich N, Waters RF. Efficacy of methylsulfonylmethane (MSM) in osteoarthritis pain of the knee: a pilot clinical trial. Osteoarthritis Cartilage 2006;14(3):286–94. PMID 1630992. http://www.ncbi.nlm.nih.gov/pubmed/16309928
"

*Detox Cleanse Ltd - "the ultimate 5 day weightloss"

Detox Cleanse Ltd promote some pills which help you detox and lose weight all at the same time - and in just five days.

UPDATE, 30 Jun: ASA write to confirm the company has ceased trading.

(Image credit)

A lot of ASA complaints write themselves. This is certainly one of them. I'm running out of witty remarks, too. Can anyone help?

"I write to complain about an advert in “Natural Health" Magazine (April 2010, page 109), which promotes "Detox Cleanse Ltd".

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 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 any of the following claims, and I challenge whether the claims are backed by evidence, where appropriate consisting of trials conducted on people:

(i) Detox Cleanse provides noticeable "weightloss" [sic] within the first 5 days

(ii) Detox Cleanse detoxes the body

(iii) Detox Cleanse is beneficial for the "overweight" and sufferers of "digestive disorders, low energy and tiredness, accelerated ageing, poor skin and hair conditions"

(iv) Detox Cleanse "may help improve your health"

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."

*Biofirm Danish Detox Plan - detox in a box

New Nordic are the manufacturers of this bespoke "detox plan", advertised in this month's Natural Health magazine.

UPDATE, 27 APR: ASA reply "You may not be surprised to learn that this ad has already come to our attention and we received an assurance at the end of February that this ad would not appear again. However, we understand from the publication that the advertisers would have needed to cancel the ad by 19 February to prevent it from appearing in the April edition. As the assurance was provided after the deadline to pull ads, we do not intend to pursue your complaint further on this occasion."

(Image credit)

Unfortunately, I understand that there is no evidence that "detox" regimes are anything more than elaborate fairy stories. I have put my concerns to the ASA.

"I write to complain about an advert in “Natural Health" Magazine (April 2010, page 24), which promotes the "Biofirm Danish Detox Plan".

I suspect that the advert may be in breach of three 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 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 Biofirm Danish Detox Plan supports your body to deal with toxins

(ii) Users of the Biofirm Danish Detox Plan who experience headaches, spots on the skin and increased bowel movements during the first few days can be confident that "detox is working"

(iii) The Biofirm Danish Detox Plan prevents buildups of fluid and waste material for those users with unhealthy diets

(iv) Detoxification is greatly helped by drinking mineral water

(v) Detoxification is greatly helped by eating "organically-produced foods"

(vi) The Bioform Danish Detox Plan is safe

4. The CAP Code, Section 40.3, states "Testimonials alone do not constitute substantiation and the opinions expressed in them must be supported, where necessary, with independent evidence of their accuracy..."

5. I challenge whether the following opinions expressed in the advert's testimonial are supported, where necessary, with independent evidence of their accuracy:

(i) The Biofirm Danish Detox Plan is a "natural detoxification course"

(ii) The Biofirm Danish Detox Plan can help to "rid [someone's] body of
of rubbish [in combination with a healthier diet]"

6. 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.

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