John Benneth's Life-Or-Death Challenge

The fellow pictured below will be familiar to anyone who's ever been brave enough to search YouTube for videos on homeopathy.

(Image credit)

John Benneth (for it is he) has recently written on his blog:

"Most interesting in all of this is a challenge issued by Roger Barr, an Australian homeopath, who has suggested that to end the argument, skeptics put homeopathy to the test... on themselves..."

John continues,

"Now, MY suggestion for a remedy to challenge sketpics [sic] to try is one I just put to the test. It’s called fluoricum acidum (fl. ac.) i.e. homeopathic fluoride. It just so happens that I decided to put it to the test, on myself..."

The most impressive result of this non-scientific experiment was that John "caved in to" a bottle of whisky. This is hardly a failing unique among humanity but, happily, John has a more interesting test in mind.

"Chlorine’s a whole [other] subject. When it comes into contact with organic matter... it forms [sic] chloroform, which in homeopathic form is noted for inducing in the prover the desire to kill..."

What would happen, John wonders, if the sceptics were to divide themselves into two groups, and if one of the groups were to take homeopathic chlorine?

"...bring the two groups together in a room, LOCK THE DOOR and RUN!"

There's nothing I can add to that - except: challenge accepted!

"Hello John and Roger,

I would like to accept your challenge.

1. I will bet you £10,000 that a homeopathic proving cannot produce in me the symptoms you claim will appear.

2. Therefore, over the course of seven days, I will take one 30C dose of homeopathic chlorine, once a day, at a time you specify.

3. I live near London. You may appoint any person (or persons) to supervise me as I take each dose (or you may supervise me yourself, if you prefer). If you appoint any such persons, it is your responsibility to make the arrangements for them to visit me, at the specified time of day.

4. After each dose, I will sit in a room with a volunteer for one hour. If, on any of these occassions, I attempt to murder the volunteer in cold blood, you win the bet, and I will pay you £10,000. Furthermore, if I succeed in killing the volunteer, I will pay an additional £10,000 towards the unfortunate victim's funeral expenses. Once I have paid up, you are free to notify the police of my heinous crime, so that they can make arrangements for my immediate arrest, trial and imprisonment.

5. However, if I am able to resist my homicidal impulses, you lose the bet, and you must pay me £10,000.

Do we have a deal?"

Homeopathic Hair Analysis

My favourite adverts are those that take two unrelated delusions and tie them together in a brilliantly creative way.

Such an advert (available here) appeared in the the April edition of Nexus Magazine. The advertiser is anonymous, so here's another gratuitous photo of a different kind of hare.

(Image credit)

The advert promotes a hair analysis service. Send them your locks, and they'll find the correct homoeopathic remedy for you.

"PERSONALISED HOMOEOPATHIC REMEDIES by hair analysis £60.00. Clinic visit not required. Second and subsequent analysis every 2 months £30.00 per analysis and remedies. Please call 00845 862 178 for protocol"

ASA complaint follows!

"I'm writing to complain about an advert in the UK edition of Nexus magazine (Apr-May 2011, p76).

The advert promotes a hair analysis service.

1. "PERSONALISED HOMOEOPATHIC REMEDIES by hair analysis £60.00. Clinic visit not required. Second and subsequent analysis every 2 months £30.00 per analysis and remedies. Please call 00845 862 178 for protocol"

I'd like to challenge whether the advertiser can substantiate their claim to provide the correct homoeopathic remedy by using hair analysis.

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

Sue "Play The Race Discrimination Card" Trotter

Calling all sceptics! Calling all sceptics! The game is up.

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The Advertising Standards Authority (ASA) have been receiving a flood of complaints in recent months, but homeopath Sue Trotter has come up with a sure-fire counter-strategy (mirrored here and here).

It's called the "Play The Race Discrimination Card" gambit, and it is the most stupid thing I have ever read.

"Chatting with my husband last night about the complaints by the Advertising Standards Authority here in the UK agains [sic] homeopaths, we think we have come up with a plan to put an end to this nonsense. We can play the race discrimination card if we get this right. Please bear with me whilst I explain. "

Please bear with me while I explain that this is apparently not a joke.

"If we can find some British Indians/ Pakistanis or Bangladeshi's [sic] they can complain to the ASA explaining that homeopathy is a prefered [sic] system of medicine in their countries of origin, used to treat a wide range of illnesses. The current wave of complaints against homeopaths would therefore seem to be an attack on their culture and beliefs and therefore discriminatory. (I know homeopathy is not a belief system but many think it is, so why not use that to our advantage). If we can get figures for the numbers of people using homeopathy as their primary healthcare in India and the rest of the sub-continent, even better!

They can also claim that it is akin to Christians claiming that Hindus and Muslims cannot call their beliefs a religion because it is not Christianity.

If they go on to suggest that the current wave of complaints may have been instigated by someone who has an agenda that is perhaps something other than scientific (just make a suggestion and leave it to them to work out what that agenda might be).

We would need to get a smart lawyer to draft the letter/s but if we could get the ASA to look at this as potential discrimination that may well decide to back off. If we can find someone on the ASA's complaint list who's [sic] family hail from the Indian sub-continent to complain they are being discrtiminated [sic] against, even better .... and if the ASA find in their favour but still go for those of us of European descent we can then go for a different race discrimination angle.

Got to be worth a try..... you know how twitchy we are here in the UK at the slightest sniff of racism or other discrimination!

I am not sure how to co-ordinate this so have forwarded to a couple of homeopath groups and see what people think.

Time for homeopathy to stand up for itself! with love and peace - Sue"

(Image credit)

Well, there's nothing I can say in response to that, except - ASA complaint follows!

"The website makes a number of testimonial health claims which I suspect are misleading.

1. ( http://www.optimumbeing.co.uk/index.htm )

""As a therapist I'd strongly recommend you, you've cured my stress and panic attacks. Most importantly for me I'd been suffering with my shoulder for 7 months or more, not able to hardly move it, struggling to put clothes on. I couldn't raise my arm above shoulder level because of the pain. Now I'm plastering and painting ceilings, rendering walls above head height with no trouble at all. 100%. No pains. It's brilliant, absolutely brilliant."

A Buckingham, Oxfordshire"

2. ( http://www.optimumbeing.co.uk/index.htm )

""My daughter suffered from the age of 8 months with a severe horse allergy. I took her to see Sue when she was 6 years old and the lifelong allergy teamed with eczema and asthma all improved. It has made her life so different. She is able to enjoy her riding, rarely needs her inhaler and became a lot calmer as well"
C Norton, Oxfordshire"

3. ( http://www.optimumbeing.co.uk/services.htm )

""My son was three when he was diagnosed with glue ear. He had suffered ear infections for nearly two years before it was decided to fit grommets. The grommets were inserted and for a few weeks it was great but then he got an ear infecton around his right grommet. The infection was so bad he had puss running down his face! I was at my wits end. Our GP wanted to put him on antibiotics for at least twelve months to try and clear it up. So I took him to Sue Trotter. Sue sat with him and took a long history and then prescribed for him. Within two days the infection was well and truly healing and within a week there was no trace at all. Sue cleared up in one week a problem he had had for years! From then on she has seen nearly all my family and cured us all from small things to major surgery. I can't recommend Sue highly enough."
R Robins, Gloucestershire."

4. ( http://www.optimumbeing.co.uk/services.htm )

""I used to have very bad problems with my back. I couldn't touch my toes or put on my socks. My chiropractor told me to give up my job because every few weeks I was going there messed up. It went on for 7 or 8 years. Pain makes you feel down and depressed. After the first time I'd seen you the chiropractor said whatever you've been doing this month carry on, you're the best you've been. It's certainly changed my life. I can do things. I've no pain, I'm happy in myself and if something major happens it's alright, I'm very calm now. Nothing really bothers me. It has changed my life, I feel so much more confident, better in myself. You've certainly made me better."

M Bufton, Oxfordshire"

5. ( http://www.optimumbeing.co.uk/services.htm )

"J came to see me because he was having terrible nightmares and struggling at school. After homeopathic treatment his mother wrote "his behaviour greatly improved, getting good reports from school, doing well in exams, sleeps better with no nightmares and eating better.""

I'd like to challenge whether the testimonial claims in the five testimonials above are misleading, whether they are irresponsible, and whether the claims regarding serious medical conditions may discourage essential treatment.

6. ( http://www.optimumbeing.co.uk/services.htm )

"Homeopathy works by encouraging the body's own natural healing response. If prescribed correctly, homeopathy has the ability to help a wide range of conditions, both physical and emotional. It is a very safe form of medicine that can be used during pregnancy, for babies, and alongside other treatments and medicines."

I challenge whether the claims "Homeopathy works by encouraging the body's own natural healing response" and "If prescribed correctly, homeopathy has the ability to help a wide range of conditions" are misleading.

I've made some screenshots of the relevant pages, which are available at:
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=6HERLvSHCE
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=4kVH6yWyUK

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

Lionel Milgrom's "False" Claims

Lionel Milgrom - MARH, MRHom, BSc, MSc, PhD, CChem, FRSC - is one of the small number of homeopaths who has spoken out against what he perceives as an unjust attack on homeopathy.

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In contrast the histrionics of his fellow quack Steve Scrutton, Lionel's arguments (here and here) feel calm and measured.

Indeed, it is the perceived notion that somehow 'nothing can cure something' which sceptics of homeopathy currently use as their main argument... and to brand its practitioners... 'quacks', and 'evil predators' on a gullible public's fears and delusions. These accusations are made supposedly even more damning by the sceptics' persistent (and, as it turns out, false claims that... there is no evidence that homeopathy actually 'works'"

"False", eh, Lionel? Do you think you'll be able to substantiate that claim (as required by the CAP Code Sections 3.7 and 12.1)?

ASA complaint follows. It doesn't mention a number of Lionel's little opinions which have already attracted the attention of the FishBarrel crowd.

"The website makes a number of health claims which I suspect are misleading.

1. ( http://www.lionelmilgrom.com/what-is-homeopathy.html )

"For over 200 years, homoeopathy has been recognised as a safe, gentle, effective, but most of all rational system of medicine."

I'd like to challenge whether the claim that homeopathy is an "effective" and "rational system of medicine" can be substantiated.

2. ( http://www.lionelmilgrom.com/what-is-homeopathy.html )

"Today, the system Hahnemann founded is bringing health benefits to millions around the world"

I challenge whether the claim that homeopathy is "bringing health benefits to millions around the world" can be substantiated.

3. ( http://www.lionelmilgrom.com/what-is-homeopathy.html )

"Homeopathy works by assisting the body's own powers of self-healing, rather than brushing them aside or overriding them, as conventional medical treatments often do. Though not necessarily implying therapeutic superiority (timely conventional medical intervention is often vital in accident and emergency situations), homeopathy has often proved invaluable in the treatment of chronic illnesses, where the best efforts of conventional medicine have failed."

I challenge whether the claims "Homeopathy works by assisting the body's own powers of self-healing" and "homeopathy has often proved invaluable in the treatment of chronic illnesses" can be substantiated.

4. ( http://www.lionelmilgrom.com/how-does-homeopathy-work.html )

"These accusations are made supposedly even more damning by the sceptics' persistent (and, as it turns out, false) claims that, despite over 200 years of successfully treating millions of people world-wide, there is no evidence that homeopathy actually 'works'."

I challenge whether the claim that "there is no evidence that homeopathy actually works" is "false" can be substantiated.

5. ( http://www.lionelmilgrom.com/how-does-homeopathy-work.html )

"There is mounting clinical and biochemical evidence of homeopathy's efficacy (links to the work of Belon et al)."

I challenge whether the claim "There is mounting clinical and biochemical evidence of homeopathy's efficacy" can be substantiated.

I've made some screenshots of the relevant pages, which are available at:
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=WxCgmTIcEZ
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=24SdO4rjex

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

Leslie Kenton, Beauty-Conscious Con Artist

Leslie Kenton, a writer and beauty guru, has this week been unmasked as a fraud, a confidence trickster, and a dealer in unlicensed medicines.

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Several websites controlled by Kenton - an American by birth, but who has long lived in London - are busily promoting a new miracle weight-loss programme.

Dupes are lured into the scam by adverts for her book, which she claims, somewhat implausibly, is "full of well-referenced scientific information".

The unfortunate marks are then directed to Leslie's Amazon shop, where they can pick up ruinously expensive bottles of an unlicensed medicine, homeopathic hCG. As I have been busy repeating this week, trading in homeopathic hCG - or, indeed, in non-homeopathic hCG - is an offence in the UK.

My complaints to Trading Standards, the ASA and the MHRA are part of a wider effort to protect vulnerable consumers from Leslie's ruthless and cynical exploitation.

ASA Complaint

"Leslie Kenton, who lives in London, makes a number of claims for her weight-loss programme, "Cura Romana", across several websites that she controls. The programme is based on homeopathic hCG, an unlicensed medicine.

To reduce any time you might spend investigating my complaint, I have highlighted claims from just one of the sites; I can supply a much longer list of claims if it would be helpful.

1. ( http://www.lesliekenton.com/home.htm )

"THE BRAND NEW ON-LINE GUIDED PROGRAM:
The Leslie Kenton's Cura Romana® comes on line towards the end of January. Our Cura Romana Journey is the only interactive programme available for body, mind and spirit weightloss you'll find anywhere. It is based on daily videos, audios, written materials, tools, techniques, information and spiritual practices led by me personally. In addition to safe, rapid weightloss, it has also been designed to bring enhanced health, regeneration, and spiritual growth to men and women all over the world,."

Given the known dangers of hcG consumption, I challenge whether the advertiser can substantiate her claim that the programme is "safe", causes "rapid weightloss [sic]" and causes "enhanced health".

I challenge whether the advertiser can substantiate her claim that her "Cura Romana" weight-loss programme is the "only interactive programme available for body, mind and spirit weightloss [sic] you'll find anywhere".

2. ( http://www.lesliekenton.com/home.htm )

"Revolutionary, safe, fast and effective, Leslie Kenton's Cura Romana can transform not only the way you look and feel, but the way you live your life now and long into the future."

I challenge whether the advertiser can substantiate her claims that the programme is "safe, fast and effective" and can "transform... the way you look".

3. ( http://www.lesliekenton.com/home.htm )

"Cura Romana - Permanent Weight Loss for Body and Soul - You can lose from 15 to 30 pounds a month - in safety, without hunger. Shed resistant fat from thighs, hips and waist that slimming diets don’t budge. Restore your body’s natural shape permanently. I will show you how and guide you through your process day-by-day as Cura Romana’s natural homeopathic protocol resets the fat-controlling center in the brain, transforms your body, increases your vitality and rejuvenates your life. Cura Romana has already changed the lives of thousands. Read more click here..."

I challenge whether the advertiser can substantiate her claims that the programme causes "Permanent" weight loss, that "You can lose from 15 to 30 pounds a month, in safety, without hunger", that you can "Restore your body's natural shape permanently" and that homeopathic hCG "resets the fat-controlling centre in the brain, transforms your body, increases your vitality and rejuvenates your life"

Also, I challenge whether the claim "Cura Romana has already changed the lives of thousands" can be substantiated, given that the programme has only been available since January 2011.

Finally, I challenge whether the promotion breaches sections 13.1, 13.2, 13.3, 13.4, 13.5, 13.8 and 13.9 of the CAP Code.

I've made some screenshots of the relevant pages, which are available at:
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=x3OYaCPP7M
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=JLuKmngXIz

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

Trading Standards Complaint

"Leslie Kenton, who lives in London, is advertising a weight-loss programme based on an unlicensed medicines (homeopathic hCG) on her website http://www.lesliekenton.com.

The company sells the unlicensed medicine on its Amazon UK shop ( http://www.amazon.co.uk/gp/product/B004ITEE1A?ie=UTF8&tag=lesliekentonc-21&linkCode=as2&camp=1634&creative=6738&creativeASIN=B004ITEE1A ). I understand that dealing in these products is an offence in the UK.

In addition, the company makes a number of health claims which I don't believe can be substantiated with clinical evidence.

If the company are unable to provide robust evidence to back up these claims, they would be operating an Unfair Commercial Practice under the Consumer Protection from Unfair Trading Regulations, 2008.

As you are no doubt aware, under these regulations is it not the duty of the enforcement officer to prove that claims being made are false. The regulations state that if someone is unable to provide robust evidence to support the claims they are making when asked, then they are operating an unfair commercial practice.

1. ( http://www.lesliekenton.com/home.htm )

"THE BRAND NEW ON-LINE GUIDED PROGRAM:
The Leslie Kenton's Cura Romana® comes on line towards the end of January. Our Cura Romana Journey is the only interactive programme available for body, mind and spirit weightloss you'll find anywhere. It is based on daily videos, audios, written materials, tools, techniques, information and spiritual practices led by me personally. In addition to safe, rapid weightloss, it has also been designed to bring enhanced health, regeneration, and spiritual growth to men and women all over the world,."

I challenge whether the advertiser can substantiate her claim that her "Cura Romana" weight-loss programme is the "only interactive programme available for body, mind and spirit weightloss [sic] you'll find anywhere".

Since the programme is based on an unlicensed medicine, I challenge whether the advertiser can substantiate her claim that the programme is "safe" causes "rapid weightloss [sic]" and causes "enhanced health".

2. ( http://www.lesliekenton.com/home.htm )

"Revolutionary, safe, fast and effective, Leslie Kenton's Cura Romana can transform not only the way you look and feel, but the way you live your life now and long into the future."

Since the programme is based on an unlicensed medicine, I challenge whether the advertiser can substantiate her claims that the programme is "safe, fast and effective" and can "transform... the way you look".

3. ( http://www.lesliekenton.com/home.htm )

"Cura Romana
Permanent Weight Loss for Body and Soul
You can lose from 15 to 30 pounds a month - in safety, without hunger. Shed resistant fat from thighs, hips and waist that slimming diets don’t budge. Restore your body’s natural shape permanently. I will show you how and guide you through your process day-by-day as Cura Romana’s natural homeopathic protocol resets the fat-controlling center in the brain, transforms your body, increases your vitality and rejuvenates your life. Cura Romana has already changed the lives of thousands. Read more click here..."

Since the programme is based on an unlicensed medicine, I challenge whether the advertiser can substantiate her claims that the programme causes "Permanent" weight loss, that "You can lose from 15 to 30 pounds a month, in safety, without hunger", that you can "Restore your body's natural shape permanently", that the unlicensed medicined homeopathic hCG "resets the fat-controlling centre in the brain, transforms your body, increases your vitality and rejuvenates your life"

I've made some screenshots of the relevant pages, which are available at:
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=x3OYaCPP7M
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=JLuKmngXIz

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

Joanne Randall and Alison Chick

ICE Integrated Clinical Excellence - a hilarious title, given the claims they make on their website - is a small health clinic in Bedfordshire.

(Image credit)

Founded by two respectable but misguided physiotherapists - the scarier of whom is picture above - it's been successful enough to expand into the quackery business.

Alongside their evidence-based therapies they offer acupuncture, which they reckon is

"...regarded as a complete system of medicine, and used to treat a wide variety of conditions..."

That will be exciting news for the world of medicine, which until now believed acupuncture was useless for anything besides back pain (and a couple of other minor conditions).

Cranial Osteopathy is also on the menu. The clinic make this astonishing, and probably illegal, claim:

"Cranial Osteopathy for Babies can be used to treat complaints such as: Colic..."

(Image credit: CBS/Paramount Pictures)

I'm glad Alison and Joanne have a website now. It's a lot easier to keep an eye on local quacks when they're on the interwebs.

In other news: ASA complaint follows!

"The website makes a number of health claims which I suspect are misleading.

1. ( http://www.pssclinic.co.uk/ice%20cranial%20osteopathy.html )

"Cranial Osteopathy for Babies can be used to treat complaints such as: Colic - Crying - Feeding Difficulties - Sleep Disturbances"

I'd like to challenge whether the advertisers can substantiate their claims that cranial osteopathy can "treat" colic, "feeding difficulties" and "sleep disturbances".

2. ( http://www.pssclinic.co.uk/ice%20cranial%20osteopathy.html )

"Cranial Osteopathy for Adults can be used to treat complaints such as: Neck/ Back pain - Headaches - Digestive Problems - Arthritic & Joint Pain"

I'd like to challenge whether the advertisers can substantiate their claims that cranial osteopathy - a therapy which usually involves rubbing the bones of the skull - can "treat" neck pain, back pain, digestive problems and arthritic pain.

3. ( http://www.pssclinic.co.uk/ice%20acupuncture.html )

"[Acupuncture] is regarded as a complete system of medicine, and used to treat a wide variety of conditions, as well as restoring health and general well-being in individuals."

I'd like to challenge whether the claim that acupuncture is a "complete system of medicine" that can be "used to treat a wide variety of conditions" is misleading, because I understand that evidence for the efficacy of acupuncture is limited to a small number of conditions (such as non-specific lower back pain).

4. ( http://www.pssclinic.co.uk/ice%20homeopathy.html )

"Based on their experience of their symptoms, a homeopath will match the most appropriate medicine to the patient."

Because the advertisers use the term "most appropriate medicine" and not "most appropriate homeopathic medicine" or "most appropriate homeopathic remedy", I challenge whether the word "medicine" is misleading.

5. ( http://www.pssclinic.co.uk/ice%20homeopathy.html )

"Scientifically, it cannot yet be explained precisely how it works. However, new theories in quantum physics are going some way towards shedding light on the process. What we do know is that a carefully selected homeopathic remedy may act as a trigger to the body’s healing processes."

I challenge whether the claim that homeopathy "works" is misleading.

I challenge whether the advertisers can substantiate their claim that "new theories in quantum physics are going some way towards shedding light on the process" of how homeopathy works, by identifying precisely the research published in respectable physics journals dealing specifically with the mechanism of homeopathic preparations.

I challenge whether the claim "What we do know is that a carefully selected homeopathic remedy may act as a trigger to the body's healing processes" can be substantiated.

6. ( http://www.pssclinic.co.uk/ice%20homeopathy.html )

"Homeopathy has been used in the UK for centuries, but has an honourable tradition dating back to ancient Greece."

Since homeopathy was invented in 1796, I challenge whether the advertiser's claims that homeopathy has been used in the UK for "centuries" and dates "back to ancient Greece" can be substantiated.

7. ( http://www.pssclinic.co.uk/ice%20homeopathy.html )

"It was Samuel Hahnemann, a brilliant doctor working in 1796, who developed the scientific and philosophical foundations of this gentler way of healing. These scientific principles form the basis of successful homeopathic practice today."

Samuel Hahnemann used tests known as "provings" to investigate his homeopathic medicines. The methodology of these "provings" are not considered reliable by today's standards of clinical research. For that reason, I challenge whether the description of Hahnemann's work as "scientific" and the phrase "These scientific principles" are misleading.

I've made some screenshots of the relevant pages, which are available at:
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=5EIorsEq3K
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=cyIWqCE8to
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=tvw35hEPfm

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

Dr Michael Curtin the Homeopathic Doctor

I have seen the future, and it looks like this.

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Michael Curtin is a doctor - a real doctor - with a profitable sideline in useless sugar pills.

His website is a fascinating read, because it offers us a glimpse of what all quack websites will look like a year from now. On the efficacy of homeopathy, Michael only dares to suggest

"As a doctor, Michael believes that homeopathy cannot replace conventional medicine, but that it can work alongside it in an integrated manner"

Writing of what his customers can expect, he whimpers:

"Homeopathy has been used over the last 200 years in an attempt to alleviate the symptoms of specific conditions. However, it is best viewed as a holistic therapy, treating the person as a whole. Many people experience an increased sense of wellbeing [sic] after homeopathic treatment."

No-one could argue with such a bland claim. Talking to a friendly, reassuring doctor makes everyone feel a little better.

Of course, no true homeopath can restrain himself entirely - it's probably something to do with all that sugar they consume.

I'd like to know whether Doctor Curtin can prove that his placebo therapy can cause a "significant improvement" in his patients' "physical" health.

ASA complaint follows!

"The website makes two health claims which I worry may be misleading.

1. ( http://www.medicalhomeopath.co.uk/constitutional-remedy.html )

"The Constitutional Remedy... This refers to the medicine that best fits your constitution as a whole. In order to chose the correct remedy, a detailed medical history is taken at the first appointment. After taking their Constitutional Medicine, patients often notice a significant improvement in their health on a physical, mental and emotional level."

I'd like to challenge whether the advertiser can substantiate his claim that his patients "often notice a significant improvement in their health on a physical... level" as a result of his homeopathy treatment.

2. ( http://www.medicalhomeopath.co.uk/about-homeopathy.html )

"Homeopathy is a natural system of medicine"

I think that, in this specific context, the claim that "Homeopathy is a natural system of medicine" is misleading.

Dr Curtin is a GMC-registered doctor, a fact which is obvious to anyone reading his website. I worry that his description of homeopathy as a "system of medicine" may mislead ordinary consumers, who would probably expect a doctor to use the word "medicine" only for conventional, evidence-based treatments.

In contrast, Dr Curtin uses "alternative medicine" elsewhere on his site. This term is commonly understood to refer to non-conventional treatments and therapies, and would not be likely to mislead anyone.

I've made some screenshots of the relevant pages, which are available at:
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=0FXS3GJf4d
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=3Po6b1buOH

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

Andrew Ward: Keep Your Story Straight!

Yet another old friend is Andrew Ward, to my knowledge the only homeopath in Wiltshire who can treat "All acute and chronic illnesses".

Andrew is still labouring under the painful burden of his delusions. Not surprisingly, they have already attracted the attention of the sceptics.

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Some parts of his website suggest that he's making a sincere attempt to avoid breaking the law again.

"However what Homeopathy cannot claim to do is cure diseases such as Cancer and Aids. But there are some individuals, with these diseases, who may be helped by enhancing their immune system and organism, to help them with their symptoms. This is usually palliative only."

Alas, Andy has problems keeping his story straight. On the very same page he boasts

"Homeopathy works. In more than twenty years of professional practice I have seen it help people to overcome a variety of acute and chronic diseases..."

Further down the page is another contradictory claim:

"Homeopathy... remains the only alternative medicine incorporated into the NHS. This was achieved by act of parliament in 1952 due to the phenomenal success and reputation homeopathy gained in treating epidemic diseases."

And on the testimonials page, Andrew "All acute and chronic illnesses treated" Ward loses all inhibitions.

"He doesn’t promise a miracle cure and yet on occasions, that is precisely what has appeared to happen. Extreme tiredness, asthma, IBS, dealing with grief, skin infections, broken bones, menstrual problems, eating disorders, coughs and colds have all been treated by Andrew with excellent results."

Yes, folks, according to one satisfied customer, Andrew Ward can treat broken bones with homeopathy.

ASA complaint follows!

"The website makes a number of health claims which I suspect are misleading.

1. ( http://www.homoeopathyuk.org/file/Welcome.html )

"Homeopathy works. In more than twenty years of professional practice I have seen it help people to overcome a variety of acute and chronic diseases. More and more people are experiencing the wonderful effects of Classical Homeopathy in restoring their health, vitality and well-being."

I'd like to challenge whether the claims "Homeopathy works", "I have seen it help people to overcome a variety of acute and chronic diseases" and "More and more people are experiencing the wonderful effects of Classical Homeopathy in restoring their health" are misleading and whether they can be substantiated.

2.

"Try it and it will revolutionize your family’s health."

I challenge whether the claim that homeopathy can "revolutionize [sic] your family's health" can be substantiated.

3.

"It is time to look for an alternative to pharmaceutical drugs which, although can sometimes helpful, are rarely curative and often harmful and toxic to the human organism. Homeopathy offers an effective, safe alternative."

I challenge whether the claim that "pharmaceutical drugs" are "sometimes helpful [but] are rarely curative and often harmful" is misleading, whether it can be substantiated, and whether it might discourage essential treatment.

I challenge whether the claim that "pharmaceutical drugs" are "[often] toxic to the human organism" is misleading, because it takes no account of the facts that most chemicals are toxic at sufficient doses, or that the prescribed dosage of a pharmaceutical can be varied according to a risk-benefit analysis.

I challenge whether the claim that "homeopathy offers an effective... alternative" is misleading and whether it can be substantiated.

4.

"However what Homeopathy cannot claim to do is cure diseases... But there are some individuals... who may be helped by enhancing their immune systems and organism, to help them with their symptoms"

I challenge whether the claim that homeopathy is capable of "enhancing [patients'] immune systems" can be substantiated.

5.

"WE DO NOT CURE DISEASES BUT RATHER HELP INDIVIDUALS, BY ENHANCING THEIR IMMUNE SYSTEM RESPONSES, TO OVERCOME THEIR ILLNESS, IF IT IS POSSIBLE."

I challenge whether the claim that homeopathy is capable of "enhancing [patients'] immune systems" can be substantiated.

6.

"Homeopathy is now the most widely used and trusted alternative system of medicine in the world. Increasingly being accepted into mainstream medicine, it remains the only alternative medicine incorporated into the NHS. This was achieved by act of parliament in 1952 due to the phenomenal success and reputation homeopathy gained in treating epidemic diseases."

I challenge whether the claim that "Homeopathy is now the most widely used [sic] and trusted alternative system of medicine in the world" can be substantiated, given that Traditional Chinese Medicine [TCM] is in widespread use in China, whereas homeopathy is in widespread use mainly in India.

I challenge whether the claim that homeopathy is "Increasingly being accepted into mainstream medicine" is misleading, given that all available clinical meta-reviews show no evidence of efficacy, and given that homeopathy hospitals and clinics in the UK have been closing in recent years, not expanding.

I challenge whether the claim that homeopathy had "phenomenal success... in treating epidemic diseases" is misleading and can be substantiated.

7. ( http://www.homoeopathyuk.org/file/Testimonials.html )

"Andrew has been treating my family for over 15 years and during that time he has successfully helped with chronic conditions"

I challenge whether this testimonial claim of efficacy for homeopathy is misleading.

8.

"He doesn’t promise a miracle cure and yet on occasions, that is precisely what has appeared to happen. Extreme tiredness, asthma, IBS, dealing with grief, skin infections, broken bones, menstrual problems, eating disorders, coughs and colds have all been treated by Andrew with excellent results."

I challenge whether these testimonial claims of efficacy for homeopathy are misleading.

9.

"Andrew has given us the confidence to use his homeopathic treatments instead of antibiotics and steroids. Impetigo, chest infections, hay fever and asthma have all been treated successfully."

I challenge whether these testimonial claims of efficacy for homeopathy are misleading, and I challenge whether the claim that homeopathy is better than antibiotics is likely to discourage essential treatment.

I've made some screenshots of the relevant pages, which are available at:
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=pXqChneF1c
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=pXqChneF1c
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=9MEbgDlpIT

I can confirm that I have no connections with the advertiser."

Dr Gorania's "homeophatic" clinic (part 3)

Veja Gorania - the dodgy doctor who inspired my letter-writing career - has substantially re-worked his website in an attempt to comply with the various regulations.

(Image credit)

Alas, he's not quite there yet. The site still contains a dozen or so misleading health claims.

ASA complaint follows!

"The website makes a number of health claims which I suspect are misleading.

1. ( http://www.homeopathic-clinic.com/ )

"We are committed to customer satisfaction as the primary driver of our business, to only prescribe therapies after a complete diagnosis with a qualified homeopathic doctor."

As I have mentioned in previous complaints about this advertiser, Veja Gorania does not hold any medical qualifications. I'd like to challenge whether the words "prescribe", "diagnosis", "qualified" and "doctor" in this sentence are likely to be misleading for ordinary consumers.

2. ( http://www.homeopathic-clinic.com/homeopathy.html )

"As long as the 5th century BC Hippoctares, the Father of Medicine, was aware of the homeopathic approach to illness and role of nature as a healer."

I'd like to challenge whether this sentence can be possibly be known to be true, because as I recall from my history lessons, none of Hippocrates' works are extant. I'd also like to challenge whether the claim that the 'Father of Medicine' practiced some form of homeopathy is likely to be misleading.

3. ( http://www.homeopathic-clinic.com/FAQ.html )

"Each stage is known as potency and homeopathic medicines at the 6th centesimal potency are suitable for treating minor ailments."

I challenge whether the advertiser can substantiate his claim that homeopathic medicines can be used for "treating" minor ailments.

4. ( http://www.homeopathic-clinic.com/FAQ2.html )

"Illnesses, which occurred many years previously, sometimes in childhood or even on our constitution and a skilled homeopath, may spend some time in tracing and removing these defects by the use of the correct homeopathic medicine."

I challenge whether the advertiser can substantiate his claim that homeopaths can "[trace] and [remove]... defects" with the "correct homeopathic medicine".

5. ( http://www.homeopathic-clinic.com/FAQ3.html )

"This is why it is so important to consult a homeopathic doctor, as they will be able to advise you on how to reduce you conventional medicine in a safe way."

I challenge whether Veja Gorania, who does not hold any medical qualification, can substantiate his claim that he can "advise you on how to reduce you[r] conventional medicine in a safe way". I also challenge whether this claim is irresponsible.

6. ( http://www.homeopathic-clinic.com/vitiligo.html )

"Homeopathy medicine and Dr Gorania's method of treatment in particular, take the fundamental causes into consideration to treat the problem."

I challenge whether the advertiser can substantiate his claim that homeopathy can "treat" vitiligo.

7. ( http://www.homeopathic-clinic.com/vitiligo.html )

"Allopathic medication does not have this precise treatment."

I challenge whether the advertiser can substantiate his claim that homeopathy is better results in treating vitiligo than conventional medical interventions.

8. ( http://www.homeopathic-clinic.com/vitiligo.html )

"By attacking three primary causes of chronic pigment skin disorder - psora, syphilis & psychosis - homeopathy provides more promising treatment."

I challenge whether the advertiser can substantiate his claim that homeopathy provides a "more promising treatment" for psora, syphilis, psychosis and vitiligo than conventional medical interventions.

9. ( http://www.homeopathic-clinic.com/vitiligo2.html )

"Vitiligo
Half a million people are affected with this disease. Our treatment provide hope for those who are at the receiving end of social discrimination, dejection and trauma. Our fee for four months of treatment ( including medication ) is £300 (UK pounds). See Our Results"

Based on the advertiser's previous record in using photographic evidence, I'd like to challenge whether the two "before" and "after" photos appearing on this page are genuine.

I've made some screenshots of the relevant pages, which are available at:
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=DsLfRZHHMw
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=3pGPMHYjbW
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=UUZ8skwRTh
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=4WH6kD0LIg
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=ylQO4kJGGw

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

Jackie Thomas the asthma-curing quack

There are quite a few quacks in my own neighbourhood and the time has come for a bit of a spring cleaning.

Jackie Thomas of Bedford is a longstanding member of my little list. As I remember, her old website was too incoherent to warrant a complaint, but happily it's been replaced with a shiny new one.

(Image credit)

A keen entrepeneur, Jackie seems to have arranged her "Box of Tricks" - another term for which might be "collection of delusions" - to provide something for everyone.

For her traditionalist marks she offers homeopathy, which she claims is "effective", tossing alongside that word the names of some serious medical conditions.

"Anaemia... Arthritis... Asthma... Ear infections... Eczema... IBS... Post Operative [sic] recovery..."

For the orientally inclined she offers Acupressure, "Meridian Balancing", "Chakra Balancing" and of course Reiki.

By far the most dangerous of her delusions, though, appear for her Kinesiology treatments.

"When my son was weaning we noticed that he was beginning to get eczema... Instead of going to the doctor... I decided to try homeopathy and visited Jackie. She did some [Kinesiology] testing and advised us that my son and I have an intolerance to wheat and dairy products. When we cut these out of our diet and took the remedies Jackie had prescribed our eczema was reduced to almost nothing." (Testimonial)

"I have been visiting Jackie for the last 4 years and in that time I have been able to stop taking my inhalers for my asthma..." (Testimonial)

There's nothing guaranteed to incur the ASA's wrath more than attempts to discourage essential medical treatment. Speaking of which... ASA complaint follows!

"The website makes a number of health claims which I suspect are misleading.

1. ( http://www.moonstoneconsulting.co.uk/how-it-works.html )

"What Conditions can I help with?

I make no claims as I only treat the person, not named conditions, but in the past few months people have come to me for help, who are suffering from the following... Read some of my testimonials and case studies to see just how effective the treatments are."

I'd like to challenge whether the phrases 'What Conditions can I help with?' and 'see just how effective the treatments are' are misleading, because they imply the advertiser's treatments are effective for the named conditions, some of which are serious conditions for which medical treatment should be sought.

2. ( http://www.moonstoneconsulting.co.uk/how-it-works/homeopathy.html )

"by knowing the full details of your symptoms, a homeopath is able to give more effective treatment."

I challenge whether the advertiser can substantiate the claim that homeopathy is an 'effective treatment'.

3.

"Allium Sepa helps with Hay Fever... Coffea is used for insomnia and hyperactivity."

I challenge whether the advertiser can substantiate the claims for these homeopathic preparations.

4. ( http://www.moonstoneconsulting.co.uk/how-it-works/kinesiology.html )

"To sum up, Kinesiology is a system of gentle muscle testing, which identifies imbalances with the body and then assesses what is required to bring the body back into balance and restore it to optimum health."

I challenge whether the advertiser can substantiate her claims that Kinesiology can '[assess] what is required... to restore [the body] to optimum health'.

5. ( http://www.moonstoneconsulting.co.uk/how-it-works/reiki.html )

"Reiki is a natural healing energy activated by intention. It works on every level, not just the physical."

I challenge whether the claim that Reiki 'works' is misleading.

6.

"Reiki treatments can be carried out as often as you feel necessary. Sometimes one is enough, sometimes more may be more effective."

I challenge whether the word 'effective' is misleading.

7. ( http://www.moonstoneconsulting.co.uk/treatments.html )

"NUTRITION MOT

Using Kinesiology, I can test for food intolerance and offer some nutritional advice and dietary suggestions. I can also check for chemical/cosmetic sensitivities.
Consultation (1hr) £40"

I challenge whether the claim that Kinesiology can test for food intolerance and sensitivities can be substantiated.

8. ( http://www.moonstoneconsulting.co.uk/testimonials-and-case-studies.html )

""When my son was weaning we noticed that he was beginning to get eczema, something which I have suffered from on and off all my life. Instead of going to the doctor, who I know from experience would give him loads of creams leading to steroid cream, I decided to try homeopathy and visited Jackie. She did some testing and advised us that my son and I have an intolerance to wheat and dairy products. When we cut these out of our diet and took the remedies Jackie had prescribed our eczema was reduced to almost nothing.""

I challenge whether the phrase 'Instead of going to the doctor... I decided to try homeopathy and visited Jackie' could discourage essential treatment, and I challenge whether the testimonial claim of an effective treatment for eczema can be substantiated.

9.

""I have been visiting Jackie for the last 4 years and in that time I have been able to stop taking my inhalers for my asthma and have much more control over my hay fever especially in the peak summer months."

I challenge whether the claimed cure for asthma ('I have been able to stop taking my inhalers [sic] for my asthma') can be substantiated, whether it is misleading, whether it is irresponsible, and whether it could discourage essential treatment.

I've made some screenshots of the relevant pages, which are available at:
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=OE30R4x0hx
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=x5BtiKseNg
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=nKH9q7DBb0
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=ljHUVqpjjp
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=UCAPjmkkra
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=59NyGPLLqX
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=D7cocrOuMj
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=wOZD3QqJny

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

Biovea, dealers in illegal unlicensed medicines

Thanks to the efforts of a friend of mine, an illegal unlicensed medicine is fast disappearing from the shelves.

(Image credit)

Human chorionic gonadotropin has featured in these pages several times before as a useless and dangerous treatment for weight loss.

It's illegal both in the US and the UK, a fact which doesn't seem to discourage people from trying to flog it on dodgy websites.

A good example is Biovea, a company registered to a mailbox in Kensington. The company are wise to keep their location under wraps, given the scale of the crimes they're committing.

In the case of medicines, it's always worth complaining to the Medicines and Healthcare products Regulatory Agency (MHRA), who have recently been aroused from their regulatory slumber.

You can read my MHRA complaint below and marvel at the power of FishBarrel, the Chrome plugin with which I completed complaints to three separate regulators in about seven minutes.

"Biovea is advertising an unlicensed medicine, homeopathic hCG, on its website http://www.biovea.co.uk. I understand that dealing in these products is an offence in the UK.

I've summarised the claims the company is making for these products below.

1. ( http://www.biovea.co.uk/(S(me5r2z45rtrrfg3ldwa2xm45))/product_detail.aspx?PID=2236&CID=0&OS=204 )

"With this 26 day kit we provide you with more than enough Homeopathic hCG and all the essential supplements you will need for a 26 day cycle using an hCG diet! We are making it easy for you to lose up to 1 pound a day!"

2. ( http://www.biovea.co.uk/(S(me5r2z45rtrrfg3ldwa2xm45))/product_detail.aspx?PID=2236&CID=0&OS=204 )

"The HCG 26 Day Complete Diet Pack Includes:

• HOMEOPATHIC HCG DROPS (2 oz) 60ml
• HCG DIET SUPPORT 60 Capsules"

3. ( http://www.biovea.co.uk/(S(me5r2z45rtrrfg3ldwa2xm45))/product_detail.aspx?PID=2236&CID=0&OS=204 )

"When the hypothalamus is stimulated the body is able to release abnormal fat, which allows the body to rid itself of massive amounts of this type of fat very quickly. Dr. Simeons HCG diet protocol outlines a very low calorie diet (VLCD), in combination with HCG, which helps to stimulate the hypothalamus."

4. ( http://www.biovea.co.uk/(S(me5r2z45rtrrfg3ldwa2xm45))/product_detail.aspx?PID=2236&CID=0&OS=204 )

"When a person successfully completes the HCG protocol diet plan the hypothalamus is able to reset and function properly."

5. ( http://www.biovea.co.uk/(S(me5r2z45rtrrfg3ldwa2xm45))/product_detail.aspx?PID=2236&CID=0&OS=204 )

"Dr. Simeons through his research concluded that an abnormal operating hypothalamus is a leading cause of obesity."

6. ( http://www.biovea.co.uk/(S(me5r2z45rtrrfg3ldwa2xm45))/product_detail.aspx?PID=2236&CID=0&OS=204 )

"Why Choose Homeopathic HCG Drops Over Injections?

Same Results! Participants that have tried both the full strength hormone injections and these homeopathic drops and have reported the same results if not better from the homeopathic drops."

7. ( http://www.biovea.co.uk/(S(me5r2z45rtrrfg3ldwa2xm45))/product_detail.aspx?PID=2236&CID=0&OS=204 )

"People who have successfully completed Dr. Simeons diet program have reported experiencing following benefits:

• No Loss of Muscle Mass: rejuvenated structural fat
• Fat Deposits: reduced overall (pot belly and double chins gone)
• Energy: increased without feeling nervous or jittery
• Thyroid Gland: normalized
• Overall Body: reshaped overall body
• Hormones: balanced out put
• Sleep: improved restful sleep at night
• Adrenaline Glands: rebuilt
• Appetite: normalized
• Cholesterol: normalized levels
• Focus: clearer thought process
• Singing Voice: improved
• Mood: less irritability, spirits lifted
• Anti-Ageing: tightened skin, more youthful energy and appearance"

I've made some screenshots of the relevant pages, which are available at:
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=OqzD74OJF4
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=sAPP7ob7A2
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=GB5WRULmlU

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

Homeopaths Caught In The Act

Proponents of alternative medicine often accuse us sceptics of being ill-informed about the things we deign to criticise.

It's not a fair accusation in my experience and, to prove it, I've arranged a little challenge for my readers.

I wonder how many of them will be able to spot the connection between these six people?

(Image credit)

If your answer was "You've just written some letters about them!", you'd be right, but you get no points for effort.

If you knew that they were homeopaths, full marks.

Their names are Caroline, Diane, Francis, Imogen, Mike and Phil. They're all practicing homeopaths whose websites make claims for homeopathy which, in my opinion, simply cannot be substantiated.

Today I've fired off complaints about them all to the Advertising Standards Authority. In addition I've complained to Trading Standards, and also to their professional organisation, a body called the Society of Homeopaths.

By the way. These six people happen to be, errr... the Board of Directors of the Society of Homeopaths!

UPDATE, 6 Mar: I've now added to the Advertising Standards (ASA) complaints the text of my complaints to the Society of Homeopaths (SoH). Apologies that this page is now longer than a copy of 'War and Peace'.

MIKE ANDREWS - ASA COMPLAINT

"I'm writing to complain about the marketing claims I read today (4th March 2011, at 10pm) on the website www.westsussexhomeopathy.co.uk

The site promotes the services of Mike Andrews, a homeopath, who operates from clinics in Horsham (Sussex) and another in London.

The pages in question are too big for a screenshot, so I've used a mirroring website. The ASA online complaints form doesn't accept HTML files yet, but I have saved a copy and can send them to you, if necessary.

1. My understanding of the scientific consensus, particularly the five meta-reviews that have been published, is that there is no evidence that homeopathy is effective for any condition. For that reason, I'd like to challenge whether any of the following claims can be substantiated, and whether they are misleading:

http://www.westsussexhomeopathy.co.uk/?p=p_2
http://www.freezepage.com/1299277920PAOKIWCXXP

(i) "[Homeopathy] may be of benefit for a wide range of conditions"
(ii) "Homeopathy appears to support the body to regain health in both acute conditions and long standing health problems"

http://www.westsussexhomeopathy.co.uk/?p=productsList&iCategory=55
http://www.freezepage.com/1299277946RZVJNDEYDL

(iii) Homeopathy can "trigger the body's natural healing system"

2. The site also includes a series of testimonials, "Homeopathy from a patient's perspective".

3. I'd also like to challenge whether the following testimonials, being used to promote the advertiser's services, are likely to be interpreted as factual and therefore mislead the consumer:

http://www.westsussexhomeopathy.co.uk/?p=productsList&iCategory=55
http://www.freezepage.com/1299277946RZVJNDEYDL

(i) "From being skeptical [sic] there is no doubt in my mind that homeopathy really works for me. In fact it has helped me greatly and I now feel so much more in control of my health."

(ii) "...I developed a skin condition affecting only my hands... Mike Andrews [prescribed] three tablets, within 48 hours the healing process had started. The improvement was rapid and within two weeks my hands were back to normal. This cure has been maintained to the present day."

5. I can confirm that I have no connections with the alternative medicine industry."

MIKE ANDREWS - SoH COMPLAINT

"Dear Sir/Madam,

I write to lodge a formal complaint against Michael Andrews DSH, R.S.Hom.

The matter concerns the contents of Mr Andrews' website (www.westsussexhomeopathy.co.uk).

I argue that Mr Andrews may be responsible for multiple breaches of the Society's "Code of Ethics and Practice (Revised April 2010)", specifically Key Principles 1.4 and 1.8, and Section 4, paras 38, 39 and 44.

INTRODUCTION

1. The Advertising Standards Authority (ASA) is the voluntary regulator for all marketing in the UK.

2. On 1st March 2011, the ASA's remit was extended to embrace online marketing activities, including "companies’ own marketing claims on their own websites and in other non-paid for space they control" (http://www.asa.org.uk/Media-Centre/2011/New-online-remit-enhances-consumer-protection.aspx)

3. For marketing communications promoting homeopathic products and services, the relevant sections of the British Code of Advertising Practice (CAP Code) include:

(i) Section 3.1 'Marketing communications must not materially mislead or be likely to do so.'

(ii) Section 3.7 'Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove claims that consumers are likely to regard as objective and that are capable of objective substantiation. The ASA may regard claims as misleading in the absence of adequate substantiation.'

(iii) Section 3.11 'Marketing communications must not mislead consumers by exaggerating the capability or performance of a product.'

(iv) Section 3.13 'Marketing communications must not suggest that their claims are universally accepted if a significant division of informed or scientific opinion exists.'

(v) Section 3.47 'Claims that are likely to be interpreted as factual and appear in a testimonial must not mislead or be likely to mislead the consumer.'

(vi) Section 12.1 'Objective [health] claims must be backed by evidence, if relevant consisting of trials conducted on people. If relevant, the rules in this section apply to claims for products for animals. Substantiation will be assessed on the basis of the available scientific knowledge...'

(vii) Section 12.2 'Marketers must not discourage essential treatment for conditions for which medical supervision should be sought.'

(viii) Section 12.5 'Marketers inviting consumers to diagnose their minor ailments must not make claims that might lead to a mistaken diagnosis.'

(ix) Section 12.6 'Marketers should not falsely claim that a product is able to cure illness, dysfunction or malformations.'

(x) Section 12.7 'References to the relief of symptoms or the superficial signs of ageing are acceptable if they can be substantiated.'

(xi) Section 12.10 'Marketing communications must not suggest that any product is safe or effective merely because it is “natural” or that it is generally safer because it omits an ingredient in common use.'

(xii) Section 12.14 'Marketers must not use fear or anxiety to promote a medicine or a recovery from illness and must not suggest that using or avoiding a product can affect normal health.'

(xiii) Section 12.15 'Illustrations of the effect or action of a product should be accurate.'

(xiv) Section 12.19 'Marketing communications for a medicine may not claim that its effects are as good as or better than those of another identifiable product.'

(xv) Section 12.20 'Homeopathic medicinal products must be registered in the UK. Any product information given in the marketing communication should be confined to what appears on the label. Marketing communications must include a warning to consult a doctor if symptoms persist. Marketing communications for an unlicensed product must not make a medicinal or therapeutic claim or refer to an ailment unless authorised by the MHRA to do so.'

4. Section 4, para 38 of the Society's "Code of Ethics and Practice" states that all members of the Society are expected to observe the CAP Code in their marketing materials:

(i) "38. All advertising must be published in a way that conforms to the law and to (the guidance issued in the British Code of Advertising Practice).

5. The Society's Code continues:

(i) "39. Professional advertising must be factual and not seek to mislead or deceive, or make unrealistic or extravagant claims. Advertising may indicate special interests but must not make claims of superiority or disparage professional colleagues or other professionals. No promise of cure, either implicit or explicit, should be made of any named disease. All research should be presented clearly honestly and without distortion, all speculative theories will [sic] be stated as such and clearly distinguished."

6. The Society's Code continues:

(i) "44. Claims, whether explicit or implied, orally or in writing, implying cure of any named disease must be avoided."

REGULATION

7. It is not in dispute that the members of the Society hold the opinion that homeopathy is effective for a range of medical conditions; neither is it in dispute that these beliefs are held sincerely.

8. The only matter of importance is a member's compliance or non-compliance with the advertising regulations to which they are professionally bound.

9. At present, the Committee of Advertising Practice (CAP) do not accept that claims for the efficacy of homeopathy have been substantiated by rigorous clinical evidence:

(i) "Despite its popularity, CAP understands that no scientific rationale exists for assuming that remedies lacking in pharmacologically active molecules can produce clinical effects and is unaware of robust evidence that proves it does." (http://www.copyadvice.org.uk/Ad-Advice/Advice-Online-Database/Therapies-Homeopathy.aspx)

10. Section 12.1 of the CAP Code, quoted earlier, requires that all marketers hold substantiation, in the form of rigorous clinical evidence, before making health claims in their marketing materials.

11. If Mr Andrews cannot produce new clinical evidence, not yet considered by CAP and of sufficient quality to substantiate the marketing claims he makes in his websites, the Society's Professional Conduct Department must uphold my complaint.

COMPLAINT

12. I complain that Mr Andrews may have breached the Society's Code of Ethics and Practice, in respect of the following marketing claims found on his website, on March 4th 2011. (I give the full URL of the page, and a mirrored copy of the page as it was on that date.)

http://www.westsussexhomeopathy.co.uk/?p=p_2
http://www.freezepage.com/1299277920PAOKIWCXXP

(i) "[Homeopathy] may be of benefit for a wide range of conditions"
(ii) "Homeopathy appears to support the body to regain health in both acute conditions and long standing health problems"

http://www.westsussexhomeopathy.co.uk/?p=productsList&iCategory=55
http://www.freezepage.com/1299277946RZVJNDEYDL

(iii) Homeopathy can "trigger the body's natural healing system"

http://www.westsussexhomeopathy.co.uk/?p=productsList&iCategory=55
http://www.freezepage.com/1299277946RZVJNDEYDL

(iv) "From being skeptical [sic] there is no doubt in my mind that homeopathy really works for me. In fact it has helped me greatly and I now feel so much more in control of my health."

13. I further complaint that Mr Andrews may have breached the Society's Code in respect of a claimed cure for a named disease:

http://www.westsussexhomeopathy.co.uk/?p=productsList&iCategory=55
http://www.freezepage.com/1299277946RZVJNDEYDL

(i) "...I developed a skin condition affecting only my hands... Mike Andrews [prescribed] three tablets, within 48 hours the healing process had started. The improvement was rapid and within two weeks my hands were back to normal. This cure has been maintained to the present day."

RESOLUTION

14. The Society's Code states:

"54. ...members of the public... have the right to complain to the Professional Conduct Department of The Society if they perceive that a registered or student clinical member has not... conducted themselves, in accordance with this Code."

15. I have never been a patient of Mr Andrews, nor do I have any connection with him, nor do I have any conflicts of interest to declare. I write in the capacity of a concerned member of the public.

16. If the Society's Professional Conduct Department finds that my complaint is upheld, I would expect Mr Andrews to withdraw the claims from his marketing materials and undertake not to repeat them."

PHILIP EDMONDS - ASA COMPLAINT

"I'm writing to complain about the marketing claims I read today (4th March 2011, at 10pm) on the website www.philipedmonds.co.uk

The site promotes the services of Philip Edmonds, a homeopath, who operates from clinics in Horsham, Haywards Heath and Teddington.

The pages in question are too big for a screenshot, so I've used a mirroring website. The ASA online complaints form doesn't accept HTML files yet, but I have saved a copy and can send them to you, if necessary.

1. My understanding of the scientific consensus, particularly the five meta-reviews that have been published, is that there is no evidence that homeopathy is effective for any condition. For that reason, I'd like to challenge whether any of the following claims can be substantiated, and whether they are misleading:

http://www.philipedmonds.co.uk/
http://www.freezepage.com/1299278025BOZZWIXSUA

(i) "Millions of people, every day, benefit from Homeopathic treatment"

(ii) Homeopathy "cures a larger percentage of cases than any other method of treatment"

(iii) Homeopathy is "effective"

(iv) People who suffer from "allegies [sic], eczema, migraines, pchildren's problems... hormonal problems... arthritis, asthma, bronchitis, colitis, coughs, chrohn's [sic] disease, dermatitis, depression, diabetes, eating disorders, eczema, hay fever, headaches, hyperactivity, menopause, nausea, panic attacks, post viral [sic] syndrome, P[re-]M[enstraul]T[ension], psoriasis, recurrent infections, rhinitis, sinusitis, stress, tiredness and vomiting" can "USE MY HOMEOPATHIC CONSULTATION SERVICE"

(v) "HOW EFFECTIVE IS IT? During 1997, I did an audit on my practice. Results showed that 90% of patients who attended 3 times over a 3 month period, showed between 50% & 100% improvement..."

(vi) Homeopathy is the "deepest and yet most gentle stimulation possible for the human immune system"

(vii) Homeopathy "also works on animals"

(viii) Conditions such as asthma and eczema occur because "our bodies will run 'old programs' that they have previously found effective in similar circumstances", and homeopathy "seems to give the body the correct information, so that it can make a better immune response... The result is usually a reduction in symptoms, as the body begins to cure itself."

(ix) Homeopathy "may be" capable of resolving medical problems "with the first treatment"

(x) The "action" of a "homeopathic remedy" can "continue for several weeks, or even months"

http://www.philipedmonds.co.uk/pages/what-is-homeopathy.php
http://www.freezepage.com/1299278053FWWKTDVGWM

(xi) "Homeopathy works. In more than twenty years of professional practice I have seen it overcome a huge variety of acute and chronic diseases. More and more people are experiencing the wonderful effects of Classical Homeopathy in restoring their health..."

(xii) Homeopathy will "revolutionize [sic] your family's health"

(xiii) Homeopathy is an "effective, safe alternative" to "pharmaceutical drugs" which "are often not curative and often have harmful and toxic side effects to the human organism"

(xiv) "Homeopathy cannot... cure diseases such as Cancer [sic] and Aids. But there are some individuals, with these diseases, that can be helped by enhancing their immune systems..."

(xv) Homeopathy has "phenomenal success and reputation... in treating epidemic diseases"

2. Regarding the claim that "pharmaceutical drugs...are often not curative and often have harmful and toxic side effects to the human organism", I'd like to challenge whether the advertiser may be discouraging essential treatment.

3. The advertiser quotes five published accounts. Of the five, three are surveys, one is a pilot study, and one is an observational study without controls. None of the accounts appear to be randomised, controlled trials (RCTs).

4. Therefore, I'd like to challenge whether the advertiser's representation of these accounts as meaningful scientific evidence is misleading.

5. I'd like to challenge whether the following testimonial, being used to promote the advertiser's services, is likely to be interpreted as factual and therefore mislead the consumer; I'd also like to challenge whether the portrayal of children living a enjoying "antibiotic and drug-free health" because of homeopathy could discourage essential treatment, and whether it is irresponsible:

http://www.philipedmonds.co.uk/pages/patient-comments-testimonials.php
http://www.freezepage.com/1299278085IPNWXKEPWP

(i) "Phil Edmonds treated my 8yr old son when he was 9 months old for eczema that was very severe... After three weeks of treatment he became a happier baby and over the following month his eczema gradually disappeared. His eczema has never re-appeared... My other two sons have received regular constitutional treatment with Phil to ensure a healthy immune system, and as a result they also enjoy antibiotic and drug-free health".

7. I can confirm that I have no connections with the alternative medicine industry.

PHILIP EDMONDS - SoH COMPLAINT

"Dear Sir/Madam,

I write to lodge a formal complaint against Philip Edmonds R.S.Hom.

The matter concerns the contents of Mr Edmonds' website (www.philipedmonds.co.uk).

I argue that Mr Edmonds may be responsible for multiple breaches of the Society's "Code of Ethics and Practice (Revised April 2010)", specifically Key Principles 1.4 and 1.8, and Section 4, paras 38, 39 and 44.

INTRODUCTION

1. The Advertising Standards Authority (ASA) is the voluntary regulator for all marketing in the UK.

2. On 1st March 2011, the ASA's remit was extended to embrace online marketing activities, including "companies’ own marketing claims on their own websites and in other non-paid for space they control" (http://www.asa.org.uk/Media-Centre/2011/New-online-remit-enhances-consumer-protection.aspx)

3. For marketing communications promoting homeopathic products and services, the relevant sections of the British Code of Advertising Practice (CAP Code) include:

(i) Section 3.1 'Marketing communications must not materially mislead or be likely to do so.'

(ii) Section 3.7 'Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove claims that consumers are likely to regard as objective and that are capable of objective substantiation. The ASA may regard claims as misleading in the absence of adequate substantiation.'

(iii) Section 3.11 'Marketing communications must not mislead consumers by exaggerating the capability or performance of a product.'

(iv) Section 3.13 'Marketing communications must not suggest that their claims are universally accepted if a significant division of informed or scientific opinion exists.'

(v) Section 3.47 'Claims that are likely to be interpreted as factual and appear in a testimonial must not mislead or be likely to mislead the consumer.'

(vi) Section 12.1 'Objective [health] claims must be backed by evidence, if relevant consisting of trials conducted on people. If relevant, the rules in this section apply to claims for products for animals. Substantiation will be assessed on the basis of the available scientific knowledge...'

(vii) Section 12.2 'Marketers must not discourage essential treatment for conditions for which medical supervision should be sought.'

(viii) Section 12.5 'Marketers inviting consumers to diagnose their minor ailments must not make claims that might lead to a mistaken diagnosis.'

(ix) Section 12.6 'Marketers should not falsely claim that a product is able to cure illness, dysfunction or malformations.'

(x) Section 12.7 'References to the relief of symptoms or the superficial signs of ageing are acceptable if they can be substantiated.'

(xi) Section 12.10 'Marketing communications must not suggest that any product is safe or effective merely because it is “natural” or that it is generally safer because it omits an ingredient in common use.'

(xii) Section 12.14 'Marketers must not use fear or anxiety to promote a medicine or a recovery from illness and must not suggest that using or avoiding a product can affect normal health.'

(xiii) Section 12.15 'Illustrations of the effect or action of a product should be accurate.'

(xiv) Section 12.19 'Marketing communications for a medicine may not claim that its effects are as good as or better than those of another identifiable product.'

(xv) Section 12.20 'Homeopathic medicinal products must be registered in the UK. Any product information given in the marketing communication should be confined to what appears on the label. Marketing communications must include a warning to consult a doctor if symptoms persist. Marketing communications for an unlicensed product must not make a medicinal or therapeutic claim or refer to an ailment unless authorised by the MHRA to do so.'

4. Section 4, para 38 of the Society's "Code of Ethics and Practice" states that all members of the Society are expected to observe the CAP Code in their marketing materials:

(i) "38. All advertising must be published in a way that conforms to the law and to (the guidance issued in the British Code of Advertising Practice).

5. The Society's Code continues:

(i) "39. Professional advertising must be factual and not seek to mislead or deceive, or make unrealistic or extravagant claims. Advertising may indicate special interests but must not make claims of superiority or disparage professional colleagues or other professionals. No promise of cure, either implicit or explicit, should be made of any named disease. All research should be presented clearly honestly and without distortion, all speculative theories will [sic] be stated as such and clearly distinguished."

6. The Society's Code continues:

(i) "44. Claims, whether explicit or implied, orally or in writing, implying cure of any named disease must be avoided."

REGULATION

7. It is not in dispute that the members of the Society hold the opinion that homeopathy is effective for a range of medical conditions; neither is it in dispute that these beliefs are held sincerely.

8. The only matter of importance is a member's compliance or non-compliance with the advertising regulations to which they are professionally bound.

9. At present, the Committee of Advertising Practice (CAP) do not accept that claims for the efficacy of homeopathy have been substantiated by rigorous clinical evidence:

(i) "Despite its popularity, CAP understands that no scientific rationale exists for assuming that remedies lacking in pharmacologically active molecules can produce clinical effects and is unaware of robust evidence that proves it does." (http://www.copyadvice.org.uk/Ad-Advice/Advice-Online-Database/Therapies-Homeopathy.aspx)

10. Section 12.1 of the CAP Code, quoted earlier, requires that all marketers hold substantiation, in the form of rigorous clinical evidence, before making health claims in their marketing materials.

11. If Mr Edmonds cannot produce new clinical evidence, not yet considered by CAP and of sufficient quality to substantiate the marketing claims he makes in his websites, the Society's Professional Conduct Department must uphold my complaint.

COMPLAINT

12. I complain that Mr Edmonds may have breached the Society's Code of Ethics and Practice, in respect of the following marketing claims found on his website, on March 4th 2011. (I give the full URL of the page, and a mirrored copy of the page as it was on that date.)

http://www.philipedmonds.co.uk/
http://www.freezepage.com/1299278025BOZZWIXSUA

(i) "Millions of people, every day, benefit from Homeopathic treatment"

(ii) Homeopathy "cures a larger percentage of cases than any other method of treatment"

(iii) Homeopathy is "effective"

(iv) People who suffer from "allegies [sic], eczema, migraines, pchildren's problems... hormonal problems... arthritis, asthma, bronchitis, colitis, coughs, chrohn's [sic] disease, dermatitis, depression, diabetes, eating disorders, eczema, hay fever, headaches, hyperactivity, menopause, nausea, panic attacks, post viral [sic] syndrome, P[re-]M[enstraul]T[ension], psoriasis, recurrent infections, rhinitis, sinusitis, stress, tiredness and vomiting" can "USE MY HOMEOPATHIC CONSULTATION SERVICE"

(v) "HOW EFFECTIVE IS IT? During 1997, I did an audit on my practice. Results showed that 90% of patients who attended 3 times over a 3 month period, showed between 50% & 100% improvement..."

(vi) Homeopathy is the "deepest and yet most gentle stimulation possible for the human immune system"

(vii) Homeopathy "also works on animals"

(viii) Conditions such as asthma and eczema occur because "our bodies will run 'old programs' that they have previously found effective in similar circumstances", and homeopathy "seems to give the body the correct information, so that it can make a better immune response... The result is usually a reduction in symptoms, as the body begins to cure itself."

(ix) Homeopathy "may be" capable of resolving medical problems "with the first treatment"

(x) The "action" of a "homeopathic remedy" can "continue for several weeks, or even months"

http://www.philipedmonds.co.uk/pages/what-is-homeopathy.php
http://www.freezepage.com/1299278053FWWKTDVGWM

(xi) "Homeopathy works. In more than twenty years of professional practice I have seen it overcome a huge variety of acute and chronic diseases. More and more people are experiencing the wonderful effects of Classical Homeopathy in restoring their health..."

(xii) Homeopathy will "revolutionize [sic] your family's health"

(xiii) Homeopathy is an "effective, safe alternative" to "pharmaceutical drugs" which "are often not curative and often have harmful and toxic side effects to the human organism"

(xiv) "Homeopathy cannot... cure diseases such as Cancer [sic] and Aids. But there are some individuals, with these diseases, that can be helped by enhancing their immune systems..."

(xv) Homeopathy has "phenomenal success and reputation... in treating epidemic diseases"

http://www.philipedmonds.co.uk/pages/patient-comments-testimonials.php
http://www.freezepage.com/1299278085IPNWXKEPWP

(xvi) "Phil Edmonds treated my 8yr old son when he was 9 months old for eczema that was very severe... After three weeks of treatment he became a happier baby and over the following month his eczema gradually disappeared. His eczema has never re-appeared... My other two sons have received regular constitutional treatment with Phil to ensure a healthy immune system, and as a result they also enjoy antibiotic and drug-free health".

RESOLUTION

13. The Society's Code states:

"54. ...members of the public... have the right to complain to the Professional Conduct Department of The Society if they perceive that a registered or student clinical member has not... conducted themselves, in accordance with this Code."

14. I have never been a patient of Mr Edmonds, nor do I have any connection with him, nor do I have any conflicts of interest to declare. I write in the capacity of a concerned member of the public.

15. If the Society's Professional Conduct Department finds that my complaint is upheld, I would expect Mr Edmonds to withdraw the claims from his marketing materials and undertake not to repeat them."

DIANE GOODWIN - ASA COMPLAINT

I'm writing to complain about the marketing claims I read today (4th March 2011, at 10pm) on the website www.edinburghhomeopaths.com

The site promotes the services of Diane Goodwin, a homeopath, who operates from a clinic in Edinburgh.

The pages in question are too big for a screenshot, so I've used a mirroring website. The ASA online complaints form doesn't accept HTML files yet, but I have saved a copy and can send them to you, if necessary.

1. My understanding of the scientific consensus, particularly the five meta-reviews that have been published, is that there is no evidence that homeopathy is effective for any condition. For that reason, I'd like to challenge whether any of the following claims can be substantiated, and whether they are misleading:

http://www.edinburghhomeopaths.com/index.html
http://www.freezepage.com/1299278112NKMZWNIWNB

(i) Homeopathy may benefit people with "Allergies... Asthma... Skin disorders such as Eczema, Psoriasis and Acne... Alopecia... Irritable Bowel Syndrome... Digestive Disorders and Food Intolerance... Menstrual Problems... Difficult Menopausal Symptoms... Polycystic Ovaries... Infertility... Rheumatoid Arthritis... Multiple Sclerosis... Sleep disorders... Anxiety... Depression... Recurring infections... ME... Post Viral [sic] Disorders... Behavioural Problems in Children... And many other long term [sic] chronic or recurring illness [sic]"

(ii) "Homeopathy... can be very useful for those experiencing morning sickness... as well as supporting safe, natural, drug free [sic] births..."

http://www.edinburghhomeopaths.com/introtohom.html
http://www.freezepage.com/1299278139ENEOOULBTT

(iii) "Homeopathy is a system of dynamic medicine that works by stimulating and supporting the body’s own ability to restore itself to health."

(iv) "Homeopathy can be used for both acute and chronic diseases..."

http://www.edinburghhomeopaths.com/faq.html
http://www.freezepage.com/1299278169BDIKGGJJKM

(v) "Taking a homeopathic remedy stimulates the healing process..."

(vi) People can use homeopathy to recover more quickly from colds

2. I'd also like to challenge whether the following claim could discourage consumers from seeking essential treatment:

http://www.edinburghhomeopaths.com/faq.html
http://www.freezepage.com/1299278169BDIKGGJJKM

(i) "Also, if you have been suppressing the symptoms of your problem with particular drugs – for example, steroid creams for skin -- you may find that the symptoms surface again. However, they should improve without suppressive drugs once the correct [homeopathic] remedy treatment is prescribed.

3. I can confirm that I have no connections with the alternative medicine industry.

DIANE GOODWIN - SoH COMPLAINT

"Dear Sir/Madam,

I write to lodge a formal complaint against Diane Goodwin RSHom., PCH.

The matter concerns the contents of Ms Goodwin's website (www.edinburghhomeopaths.com).

I argue that Ms Goodwin may be responsible for multiple breaches of the Society's "Code of Ethics and Practice (Revised April 2010)", specifically Key Principles 1.4 and 1.8, and Section 4, paras 38, 39 and 44.

INTRODUCTION

1. The Advertising Standards Authority (ASA) is the voluntary regulator for all marketing in the UK.

2. On 1st March 2011, the ASA's remit was extended to embrace online marketing activities, including "companies’ own marketing claims on their own websites and in other non-paid for space they control" (http://www.asa.org.uk/Media-Centre/2011/New-online-remit-enhances-consumer-protection.aspx)

3. For marketing communications promoting homeopathic products and services, the relevant sections of the British Code of Advertising Practice (CAP Code) include:

(i) Section 3.1 'Marketing communications must not materially mislead or be likely to do so.'

(ii) Section 3.7 'Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove claims that consumers are likely to regard as objective and that are capable of objective substantiation. The ASA may regard claims as misleading in the absence of adequate substantiation.'

(iii) Section 3.11 'Marketing communications must not mislead consumers by exaggerating the capability or performance of a product.'

(iv) Section 3.13 'Marketing communications must not suggest that their claims are universally accepted if a significant division of informed or scientific opinion exists.'

(v) Section 3.47 'Claims that are likely to be interpreted as factual and appear in a testimonial must not mislead or be likely to mislead the consumer.'

(vi) Section 12.1 'Objective [health] claims must be backed by evidence, if relevant consisting of trials conducted on people. If relevant, the rules in this section apply to claims for products for animals. Substantiation will be assessed on the basis of the available scientific knowledge...'

(vii) Section 12.2 'Marketers must not discourage essential treatment for conditions for which medical supervision should be sought.'

(viii) Section 12.5 'Marketers inviting consumers to diagnose their minor ailments must not make claims that might lead to a mistaken diagnosis.'

(ix) Section 12.6 'Marketers should not falsely claim that a product is able to cure illness, dysfunction or malformations.'

(x) Section 12.7 'References to the relief of symptoms or the superficial signs of ageing are acceptable if they can be substantiated.'

(xi) Section 12.10 'Marketing communications must not suggest that any product is safe or effective merely because it is “natural” or that it is generally safer because it omits an ingredient in common use.'

(xii) Section 12.14 'Marketers must not use fear or anxiety to promote a medicine or a recovery from illness and must not suggest that using or avoiding a product can affect normal health.'

(xiii) Section 12.15 'Illustrations of the effect or action of a product should be accurate.'

(xiv) Section 12.19 'Marketing communications for a medicine may not claim that its effects are as good as or better than those of another identifiable product.'

(xv) Section 12.20 'Homeopathic medicinal products must be registered in the UK. Any product information given in the marketing communication should be confined to what appears on the label. Marketing communications must include a warning to consult a doctor if symptoms persist. Marketing communications for an unlicensed product must not make a medicinal or therapeutic claim or refer to an ailment unless authorised by the MHRA to do so.'

4. Section 4, para 38 of the Society's "Code of Ethics and Practice" states that all members of the Society are expected to observe the CAP Code in their marketing materials:

(i) "38. All advertising must be published in a way that conforms to the law and to (the guidance issued in the British Code of Advertising Practice).

5. The Society's Code continues:

(i) "39. Professional advertising must be factual and not seek to mislead or deceive, or make unrealistic or extravagant claims. Advertising may indicate special interests but must not make claims of superiority or disparage professional colleagues or other professionals. No promise of cure, either implicit or explicit, should be made of any named disease. All research should be presented clearly honestly and without distortion, all speculative theories will [sic] be stated as such and clearly distinguished."

6. The Society's Code continues:

(i) "44. Claims, whether explicit or implied, orally or in writing, implying cure of any named disease must be avoided."

REGULATION

7. It is not in dispute that the members of the Society hold the opinion that homeopathy is effective for a range of medical conditions; neither is it in dispute that these beliefs are held sincerely.

8. The only matter of importance is a member's compliance or non-compliance with the advertising regulations to which they are professionally bound.

9. At present, the Committee of Advertising Practice (CAP) do not accept that claims for the efficacy of homeopathy have been substantiated by rigorous clinical evidence:

(i) "Despite its popularity, CAP understands that no scientific rationale exists for assuming that remedies lacking in pharmacologically active molecules can produce clinical effects and is unaware of robust evidence that proves it does." (http://www.copyadvice.org.uk/Ad-Advice/Advice-Online-Database/Therapies-Homeopathy.aspx)

10. Section 12.1 of the CAP Code, quoted earlier, requires that all marketers hold substantiation, in the form of rigorous clinical evidence, before making health claims in their marketing materials.

11. If Ms Goodwin cannot produce new clinical evidence, not yet considered by CAP and of sufficient quality to substantiate the marketing claims she makes in her website, the Society's Professional Conduct Department must uphold my complaint.

COMPLAINT

12. I complain that Ms Goodwin may have breached the Society's Code of Ethics and Practice, in respect of the following marketing claims found on her website, on March 4th 2011. (I give the full URL of the page, and a mirrored copy of the page as it was on that date.)

http://www.edinburghhomeopaths.com/index.html
http://www.freezepage.com/1299278112NKMZWNIWNB

(i) Homeopathy may benefit people with "Allergies... Asthma... Skin disorders such as Eczema, Psoriasis and Acne... Alopecia... Irritable Bowel Syndrome... Digestive Disorders and Food Intolerance... Menstrual Problems... Difficult Menopausal Symptoms... Polycystic Ovaries... Infertility... Rheumatoid Arthritis... Multiple Sclerosis... Sleep disorders... Anxiety... Depression... Recurring infections... ME... Post Viral [sic] Disorders... Behavioural Problems in Children... And many other long term [sic] chronic or recurring illness [sic]"

(ii) "Homeopathy... can be very useful for those experiencing morning sickness... as well as supporting safe, natural, drug free [sic] births..."

http://www.edinburghhomeopaths.com/introtohom.html
http://www.freezepage.com/1299278139ENEOOULBTT

(iii) "Homeopathy is a system of dynamic medicine that works by stimulating and supporting the body’s own ability to restore itself to health."

(iv) "Homeopathy can be used for both acute and chronic diseases..."

http://www.edinburghhomeopaths.com/faq.html
http://www.freezepage.com/1299278169BDIKGGJJKM

(v) "Taking a homeopathic remedy stimulates the healing process..."

(vi) People can use homeopathy to recover more quickly from colds

(vii) "Also, if you have been suppressing the symptoms of your problem with particular drugs – for example, steroid creams for skin -- you may find that the symptoms surface again. However, they should improve without suppressive drugs once the correct [homeopathic] remedy treatment is prescribed.

RESOLUTION

13. The Society's Code states:

"54. ...members of the public... have the right to complain to the Professional Conduct Department of The Society if they perceive that a registered or student clinical member has not... conducted themselves, in accordance with this Code."

14. I have never been a patient of Ms Goodwin, nor do I have any connection with her, nor do I have any conflicts of interest to declare. I write in the capacity of a concerned member of the public.

15. If the Society's Professional Conduct Department finds that my complaint is upheld, I would expect Ms Goodwin to withdraw the claims from her marketing materials and undertake not to repeat them."

CAROLINE JURDON - ASA COMPLAINT

"I'm writing to complain about the marketing claims I read today (4th March 2011, at 10pm) on the website www.fivewaysclinic.co.uk

The site promotes the Fiveways Acupuncture Clinic in Brighton. This complaint concerns mainly the page promoting the services of Caroline Jurdon, a homeopath.

The pages in question are too big for a screenshot, so I've used a mirroring website. The ASA online complaints form doesn't accept HTML files yet, but I have saved a copy and can send them to you, if necessary.

1. My understanding of the scientific consensus, particularly the five meta-reviews that have been published, is that there is no evidence that homeopathy is effective for any condition. For that reason, I'd like to challenge whether any of the following claims can be substantiated, and whether they are misleading:

http://www.fivewaysclinic.co.uk/homeopathy.html
http://www.freezepage.com/1299278203MOQVJYGKSQ

(i) "Homeopathy helps the body heal itself naturally by boosting the immune system, helping patients deal with the underlying cause of their illness rather than just relieving or suppressing their symptoms as modern medicine sometimes does."

(ii) "Illnesses which respond well to homeopathy include... depression... asthma... eczema... Crohn's disease... Ulcerative Colitis... M(yalgic) E(ncephalomyelitis)... Glandular Fever..."

(iii) "People who have homeopathic treatment generally find their state of health and well-being improves. They are better able to resist infection..."

2. I can confirm that I have no connections with the alternative medicine industry."

CAROLINE JURDON - SoH COMPLAINT

"Dear Sir/Madam,

I write to lodge a formal complaint against Caroline Jurdon BA(Hons), LCCH, R.S.Hom.

The matter concerns the contents of Ms Jurdon's website (www.fivewaysclinic.co.uk).

I argue that Ms Jurdon may be responsible for multiple breaches of the Society's "Code of Ethics and Practice (Revised April 2010)", specifically Key Principles 1.4 and 1.8, and Section 4, paras 38, 39 and 44.

INTRODUCTION

1. The Advertising Standards Authority (ASA) is the voluntary regulator for all marketing in the UK.

2. On 1st March 2011, the ASA's remit was extended to embrace online marketing activities, including "companies’ own marketing claims on their own websites and in other non-paid for space they control" (http://www.asa.org.uk/Media-Centre/2011/New-online-remit-enhances-consumer-protection.aspx)

3. For marketing communications promoting homeopathic products and services, the relevant sections of the British Code of Advertising Practice (CAP Code) include:

(i) Section 3.1 'Marketing communications must not materially mislead or be likely to do so.'

(ii) Section 3.7 'Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove claims that consumers are likely to regard as objective and that are capable of objective substantiation. The ASA may regard claims as misleading in the absence of adequate substantiation.'

(iii) Section 3.11 'Marketing communications must not mislead consumers by exaggerating the capability or performance of a product.'

(iv) Section 3.13 'Marketing communications must not suggest that their claims are universally accepted if a significant division of informed or scientific opinion exists.'

(v) Section 3.47 'Claims that are likely to be interpreted as factual and appear in a testimonial must not mislead or be likely to mislead the consumer.'

(vi) Section 12.1 'Objective [health] claims must be backed by evidence, if relevant consisting of trials conducted on people. If relevant, the rules in this section apply to claims for products for animals. Substantiation will be assessed on the basis of the available scientific knowledge...'

(vii) Section 12.2 'Marketers must not discourage essential treatment for conditions for which medical supervision should be sought.'

(viii) Section 12.5 'Marketers inviting consumers to diagnose their minor ailments must not make claims that might lead to a mistaken diagnosis.'

(ix) Section 12.6 'Marketers should not falsely claim that a product is able to cure illness, dysfunction or malformations.'

(x) Section 12.7 'References to the relief of symptoms or the superficial signs of ageing are acceptable if they can be substantiated.'

(xi) Section 12.10 'Marketing communications must not suggest that any product is safe or effective merely because it is “natural” or that it is generally safer because it omits an ingredient in common use.'

(xii) Section 12.14 'Marketers must not use fear or anxiety to promote a medicine or a recovery from illness and must not suggest that using or avoiding a product can affect normal health.'

(xiii) Section 12.15 'Illustrations of the effect or action of a product should be accurate.'

(xiv) Section 12.19 'Marketing communications for a medicine may not claim that its effects are as good as or better than those of another identifiable product.'

(xv) Section 12.20 'Homeopathic medicinal products must be registered in the UK. Any product information given in the marketing communication should be confined to what appears on the label. Marketing communications must include a warning to consult a doctor if symptoms persist. Marketing communications for an unlicensed product must not make a medicinal or therapeutic claim or refer to an ailment unless authorised by the MHRA to do so.'

4. Section 4, para 38 of the Society's "Code of Ethics and Practice" states that all members of the Society are expected to observe the CAP Code in their marketing materials:

(i) "38. All advertising must be published in a way that conforms to the law and to (the guidance issued in the British Code of Advertising Practice).

5. The Society's Code continues:

(i) "39. Professional advertising must be factual and not seek to mislead or deceive, or make unrealistic or extravagant claims. Advertising may indicate special interests but must not make claims of superiority or disparage professional colleagues or other professionals. No promise of cure, either implicit or explicit, should be made of any named disease. All research should be presented clearly honestly and without distortion, all speculative theories will [sic] be stated as such and clearly distinguished."

6. The Society's Code continues:

(i) "44. Claims, whether explicit or implied, orally or in writing, implying cure of any named disease must be avoided."

REGULATION

7. It is not in dispute that the members of the Society hold the opinion that homeopathy is effective for a range of medical conditions; neither is it in dispute that these beliefs are held sincerely.

8. The only matter of importance is a member's compliance or non-compliance with the advertising regulations to which they are professionally bound.

9. At present, the Committee of Advertising Practice (CAP) do not accept that claims for the efficacy of homeopathy have been substantiated by rigorous clinical evidence:

(i) "Despite its popularity, CAP understands that no scientific rationale exists for assuming that remedies lacking in pharmacologically active molecules can produce clinical effects and is unaware of robust evidence that proves it does." (http://www.copyadvice.org.uk/Ad-Advice/Advice-Online-Database/Therapies-Homeopathy.aspx)

10. Section 12.1 of the CAP Code, quoted earlier, requires that all marketers hold substantiation, in the form of rigorous clinical evidence, before making health claims in their marketing materials.

11. If Ms Jurdon cannot produce new clinical evidence, not yet considered by CAP and of sufficient quality to substantiate the marketing claims she makes in her websites, the Society's Professional Conduct Department must uphold my complaint.

COMPLAINT

12. I complain that Ms Jurdon may have breached the Society's Code of Ethics and Practice, in respect of the following marketing claims found on her website, on March 4th 2011. (I give the full URL of the page, and a mirrored copy of the page as it was on that date.)

http://www.fivewaysclinic.co.uk/homeopathy.html
http://www.freezepage.com/1299278203MOQVJYGKSQ

(i) "Homeopathy helps the body heal itself naturally by boosting the immune system, helping patients deal with the underlying cause of their illness rather than just relieving or suppressing their symptoms as modern medicine sometimes does."

(ii) "Illnesses which respond well to homeopathy include... depression... asthma... eczema... Crohn's disease... Ulcerative Colitis... M(yalgic) E(ncephalomyelitis)... Glandular Fever..."

(iii) "People who have homeopathic treatment generally find their state of health and well-being improves. They are better able to resist infection..."

RESOLUTION

13. The Society's Code states:

"54. ...members of the public... have the right to complain to the Professional Conduct Department of The Society if they perceive that a registered or student clinical member has not... conducted themselves, in accordance with this Code."

14. I have never been a patient of Ms Jurdon, nor do I have any connection with her, nor do I have any conflicts of interest to declare. I write in the capacity of a concerned member of the public.

15. If the Society's Professional Conduct Department finds that my complaint is upheld, I would expect Ms Jurdon to withdraw the claims from her marketing materials and undertake not to repeat them."

IMOGEN SPENCER - ASA COMPLAINT

I'm writing to complain about the marketing claims I read today (4th March 2011, at 10pm) on the website www.brackenburyclinic.com

The site promotes the Brackenbury Clinic in Hammersmith. This complaint concerns mainly the pages promoting the services of Imogen Spencer, a homeopath.

The pages in question are too big for a screenshot, so I've used a mirroring website. The ASA online complaints form doesn't accept HTML files yet, but I have saved a copy and can send them to you, if necessary.

1. My understanding of the scientific consensus, particularly the five meta-reviews that have been published, is that there is no evidence that homeopathy is effective for any condition. For that reason, I'd like to challenge whether any of the following claims can be substantiated, and whether they are misleading:

http://www.brackenburyclinic.com/hammersmith/002-therapy/036-homeopathy.html
http://www.freezepage.com/1299278236EVRRVZNEPM

(i) "Homeopathic remedies can 'trigger the body's natural healing energy into starting the healing process.' "

(ii) "Patients ask how long it will take before they are cured. This is impossible to predict because each individual case is different and cure depends on how much there is to unravel..."

2. I'd like to challenge whether the following claim may discourage essential treatment:

(i) "Sometimes there may be a temporary release of emotional symptoms. Sometimes old, forgotten symptoms may reappear briefly. Your homeopath will explain that this is a good sign and means that the body is dealing with conditions that were previously suppressed or not dealt with. No visit to the GP is necessary."

3. The site also promotes an "Allergy & Deficiency Testing" service offered by Ms Spencer. The site describes the service:

http://www.brackenburyclinic.com/hammersmith/002-therapy/017-allergy-deficiency-testing.html
http://www.freezepage.com/1299278378YAHNDFDWZF

(i) "...the latest in computerised diagnosis. This entails a non-invasive test suitable for adults and children. For the test sensors are attached to ankles, wrists and head, or around the waist for children. These sensors pick up signals, which are then processed by a computer program [sic] and the information is displayed on the computer screen. The actual testing process with Bodyscan takes about 20 minutes. Bodyscan is a computerised Bio-Resonance system which measures and records a person’s response to 4000 items..."

4. Having read some recent adjudications concerning comparable claims, I understand that the only reliable method for testing for food allergies, at present, is by a slow process of elimination. The advertiser offers a more direct route.

5. I doubt whether the following claims made for the "Bio-Resonance system" are true, and I'd like to challenge whether the advertiser can substantiate them:

(i) Using the "Bio-Resonance system" it is "now possible to find out the underlying cause" of the "headaches, digestive disorders, coughs & colds, thrush, ear infections, sinusitis, hay fever, conjunctivitis, skin & hair problems, backache & joint problems" caused by a "deficiency of minerals or vitamins in the body".

(ii) The "Bodyscan" device is capable of "measur[ing] and record[ing] a person's response to 4000 items", including "tests for intolerance to food gorups, individual foods, inhalant allergies and also vitamin and mineral deficiencies"

(iii) The "Bodyscan" device is also capable of producing a "Back pain diagnosis" and a "Post-viral diagnosis"

(iv) "When testing is combined with homeopathy, this [system] provides a complete treatment approach, which improves the prognosis for a fast and efficient recovery."

6. I can confirm that I have no connections with the alternative medicine industry."

IMOGEN SPENCER - SoH COMPLAINT

"Dear Sir/Madam,

I write to lodge a formal complaint against Imogen Spencer R.S.Hom.

The matter concerns the contents of the website on which Ms Spencer promotes her services (www.brackenburyclinic.com).

I argue that Ms Spencer may be responsible for multiple breaches of the Society's "Code of Ethics and Practice (Revised April 2010)", specifically Key Principles 1.4 and 1.8, and Section 4, paras 38, 39 and 44.

INTRODUCTION

1. The Advertising Standards Authority (ASA) is the voluntary regulator for all marketing in the UK.

2. On 1st March 2011, the ASA's remit was extended to embrace online marketing activities, including "companies’ own marketing claims on their own websites and in other non-paid for space they control" (http://www.asa.org.uk/Media-Centre/2011/New-online-remit-enhances-consumer-protection.aspx)

3. For marketing communications promoting homeopathic products and services, the relevant sections of the British Code of Advertising Practice (CAP Code) include:

(i) Section 3.1 'Marketing communications must not materially mislead or be likely to do so.'

(ii) Section 3.7 'Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove claims that consumers are likely to regard as objective and that are capable of objective substantiation. The ASA may regard claims as misleading in the absence of adequate substantiation.'

(iii) Section 3.11 'Marketing communications must not mislead consumers by exaggerating the capability or performance of a product.'

(iv) Section 3.13 'Marketing communications must not suggest that their claims are universally accepted if a significant division of informed or scientific opinion exists.'

(v) Section 3.47 'Claims that are likely to be interpreted as factual and appear in a testimonial must not mislead or be likely to mislead the consumer.'

(vi) Section 12.1 'Objective [health] claims must be backed by evidence, if relevant consisting of trials conducted on people. If relevant, the rules in this section apply to claims for products for animals. Substantiation will be assessed on the basis of the available scientific knowledge...'

(vii) Section 12.2 'Marketers must not discourage essential treatment for conditions for which medical supervision should be sought.'

(viii) Section 12.5 'Marketers inviting consumers to diagnose their minor ailments must not make claims that might lead to a mistaken diagnosis.'

(ix) Section 12.6 'Marketers should not falsely claim that a product is able to cure illness, dysfunction or malformations.'

(x) Section 12.7 'References to the relief of symptoms or the superficial signs of ageing are acceptable if they can be substantiated.'

(xi) Section 12.10 'Marketing communications must not suggest that any product is safe or effective merely because it is “natural” or that it is generally safer because it omits an ingredient in common use.'

(xii) Section 12.14 'Marketers must not use fear or anxiety to promote a medicine or a recovery from illness and must not suggest that using or avoiding a product can affect normal health.'

(xiii) Section 12.15 'Illustrations of the effect or action of a product should be accurate.'

(xiv) Section 12.19 'Marketing communications for a medicine may not claim that its effects are as good as or better than those of another identifiable product.'

(xv) Section 12.20 'Homeopathic medicinal products must be registered in the UK. Any product information given in the marketing communication should be confined to what appears on the label. Marketing communications must include a warning to consult a doctor if symptoms persist. Marketing communications for an unlicensed product must not make a medicinal or therapeutic claim or refer to an ailment unless authorised by the MHRA to do so.'

4. Section 4, para 38 of the Society's "Code of Ethics and Practice" states that all members of the Society are expected to observe the CAP Code in their marketing materials:

(i) "38. All advertising must be published in a way that conforms to the law and to (the guidance issued in the British Code of Advertising Practice).

5. The Society's Code continues:

(i) "39. Professional advertising must be factual and not seek to mislead or deceive, or make unrealistic or extravagant claims. Advertising may indicate special interests but must not make claims of superiority or disparage professional colleagues or other professionals. No promise of cure, either implicit or explicit, should be made of any named disease. All research should be presented clearly honestly and without distortion, all speculative theories will [sic] be stated as such and clearly distinguished."

6. The Society's Code continues:

(i) "44. Claims, whether explicit or implied, orally or in writing, implying cure of any named disease must be avoided."

REGULATION

7. It is not in dispute that the members of the Society hold the opinion that homeopathy is effective for a range of medical conditions; neither is it in dispute that these beliefs are held sincerely.

8. The only matter of importance is a member's compliance or non-compliance with the advertising regulations to which they are professionally bound.

9. At present, the Committee of Advertising Practice (CAP) do not accept that claims for the efficacy of homeopathy have been substantiated by rigorous clinical evidence:

(i) "Despite its popularity, CAP understands that no scientific rationale exists for assuming that remedies lacking in pharmacologically active molecules can produce clinical effects and is unaware of robust evidence that proves it does." (http://www.copyadvice.org.uk/Ad-Advice/Advice-Online-Database/Therapies-Homeopathy.aspx)

10. Section 12.1 of the CAP Code, quoted earlier, requires that all marketers hold substantiation, in the form of rigorous clinical evidence, before making health claims in their marketing materials.

11. If Ms Spencer cannot produce new clinical evidence, not yet considered by CAP and of sufficient quality to substantiate the marketing claims she makes in his websites, the Society's Professional Conduct Department must uphold my complaint.

COMPLAINT

12. I complain that Ms Spencer may have breached the Society's Code of Ethics and Practice, in respect of the following marketing claims found on her website, on March 4th 2011. (I give the full URL of the page, and a mirrored copy of the page as it was on that date.)

http://www.brackenburyclinic.com/hammersmith/002-therapy/036-homeopathy.html
http://www.freezepage.com/1299278236EVRRVZNEPM

(i) "Homeopathic remedies can 'trigger the body's natural healing energy into starting the healing process.' "

(ii) "Patients ask how long it will take before they are cured. This is impossible to predict because each individual case is different and cure depends on how much there is to unravel..."

(iii) "Sometimes there may be a temporary release of emotional symptoms. Sometimes old, forgotten symptoms may reappear briefly. Your homeopath will explain that this is a good sign and means that the body is dealing with conditions that were previously suppressed or not dealt with. No visit to the GP is necessary."

http://www.brackenburyclinic.com/hammersmith/002-therapy/017-allergy-deficiency-testing.html
http://www.freezepage.com/1299278378YAHNDFDWZF

(iv) "...the latest in computerised diagnosis. This entails a non-invasive test suitable for adults and children. For the test sensors are attached to ankles, wrists and head, or around the waist for children. These sensors pick up signals, which are then processed by a computer program [sic] and the information is displayed on the computer screen. The actual testing process with Bodyscan takes about 20 minutes. Bodyscan is a computerised Bio-Resonance system which measures and records a person’s response to 4000 items..."

(v) Using the "Bio-Resonance system" it is "now possible to find out the underlying cause" of the "headaches, digestive disorders, coughs & colds, thrush, ear infections, sinusitis, hay fever, conjunctivitis, skin & hair problems, backache & joint problems" caused by a "deficiency of minerals or vitamins in the body".

(vi) The "Bodyscan" device is capable of "measur[ing] and record[ing] a person's response to 4000 items", including "tests for intolerance to food gorups, individual foods, inhalant allergies and also vitamin and mineral deficiencies"

(vii) The "Bodyscan" device is also capable of producing a "Back pain diagnosis" and a "Post-viral diagnosis"

(viii) "When testing is combined with homeopathy, this [system] provides a complete treatment approach, which improves the prognosis for a fast and efficient recovery."

RESOLUTION

13. The Society's Code states:

"54. ...members of the public... have the right to complain to the Professional Conduct Department of The Society if they perceive that a registered or student clinical member has not... conducted themselves, in accordance with this Code."

14. I have never been a patient of Ms Spencer, nor do I have any connection with her, nor do I have any conflicts of interest to declare. I write in the capacity of a concerned member of the public.

15. If the Society's Professional Conduct Department finds that my complaint is upheld, I would expect Ms Spencer to withdraw the claims from her marketing materials and undertake not to repeat them."

FRANCIS TREUHERZ - ASA COMPLAINT

I'm writing to complain about the marketing claims I read today (4th March 2011, at 10pm) on the website www.homeopathyhelpline.com

The site promotes the services of Francis Trueherz via his "Homeopathy Helpline", calls to which cost £1.50 per minutes.

The pages in question are too big for a screenshot, so I've used a mirroring website. The ASA online complaints form doesn't accept HTML files yet, but I have saved a copy and can send them to you, if necessary.

1. My understanding of the scientific consensus, particularly the five meta-reviews that have been published, is that there is no evidence that homeopathy is effective for any condition. For that reason, I'd like to challenge whether any of the following claims can be substantiated, and whether they are misleading:

http://www.homeopathyhelpline.com/homeopathy.html
http://www.freezepage.com/1299278292DDWEQDUXVK

(i) "Homeopathy has the power to heal so many problems..."

(ii) Single doses of homeopathy products are "often extraordinarily effective"

(iii) "Homeopathy is a comprehensive medical system that can treat most conditions from arthritis to varicose veins, from constipation to concussion, from piles to complaints during pregnancy..."

(iv) Homeopathy can "help people who [sic] doctors cannot help, and to avoid or reduce reliance on conventional medication, such as antibiotics or steroids..."

(v) "Homeopathy is an effective and scientific system of healing which assists the natural tendnecy of the body to heal itself."

(vi) "...all symptoms of ill health are expressions of disharmony within the whole person..."

2. I can confirm that I have no connections with the alternative medicine industry."

FRANCIS TREUHERZ - SoH COMPLAINT

"Dear Sir/Madam,

I write to lodge a formal complaint against Francis Treuherz MA RSHom FSHom.

The matter concerns the contents of Mr Treuherz' website (www.homeopathyhelpline.com).

I argue that Mr Treuherz may be responsible for multiple breaches of the Society's "Code of Ethics and Practice (Revised April 2010)", specifically Key Principles 1.4 and 1.8, and Section 4, paras 38, 39 and 44.

INTRODUCTION

1. The Advertising Standards Authority (ASA) is the voluntary regulator for all marketing in the UK.

2. On 1st March 2011, the ASA's remit was extended to embrace online marketing activities, including "companies’ own marketing claims on their own websites and in other non-paid for space they control" (http://www.asa.org.uk/Media-Centre/2011/New-online-remit-enhances-consumer-protection.aspx)

3. For marketing communications promoting homeopathic products and services, the relevant sections of the British Code of Advertising Practice (CAP Code) include:

(i) Section 3.1 'Marketing communications must not materially mislead or be likely to do so.'

(ii) Section 3.7 'Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove claims that consumers are likely to regard as objective and that are capable of objective substantiation. The ASA may regard claims as misleading in the absence of adequate substantiation.'

(iii) Section 3.11 'Marketing communications must not mislead consumers by exaggerating the capability or performance of a product.'

(iv) Section 3.13 'Marketing communications must not suggest that their claims are universally accepted if a significant division of informed or scientific opinion exists.'

(v) Section 3.47 'Claims that are likely to be interpreted as factual and appear in a testimonial must not mislead or be likely to mislead the consumer.'

(vi) Section 12.1 'Objective [health] claims must be backed by evidence, if relevant consisting of trials conducted on people. If relevant, the rules in this section apply to claims for products for animals. Substantiation will be assessed on the basis of the available scientific knowledge...'

(vii) Section 12.2 'Marketers must not discourage essential treatment for conditions for which medical supervision should be sought.'

(viii) Section 12.5 'Marketers inviting consumers to diagnose their minor ailments must not make claims that might lead to a mistaken diagnosis.'

(ix) Section 12.6 'Marketers should not falsely claim that a product is able to cure illness, dysfunction or malformations.'

(x) Section 12.7 'References to the relief of symptoms or the superficial signs of ageing are acceptable if they can be substantiated.'

(xi) Section 12.10 'Marketing communications must not suggest that any product is safe or effective merely because it is “natural” or that it is generally safer because it omits an ingredient in common use.'

(xii) Section 12.14 'Marketers must not use fear or anxiety to promote a medicine or a recovery from illness and must not suggest that using or avoiding a product can affect normal health.'

(xiii) Section 12.15 'Illustrations of the effect or action of a product should be accurate.'

(xiv) Section 12.19 'Marketing communications for a medicine may not claim that its effects are as good as or better than those of another identifiable product.'

(xv) Section 12.20 'Homeopathic medicinal products must be registered in the UK. Any product information given in the marketing communication should be confined to what appears on the label. Marketing communications must include a warning to consult a doctor if symptoms persist. Marketing communications for an unlicensed product must not make a medicinal or therapeutic claim or refer to an ailment unless authorised by the MHRA to do so.'

4. Section 4, para 38 of the Society's "Code of Ethics and Practice" states that all members of the Society are expected to observe the CAP Code in their marketing materials:

(i) "38. All advertising must be published in a way that conforms to the law and to (the guidance issued in the British Code of Advertising Practice).

5. The Society's Code continues:

(i) "39. Professional advertising must be factual and not seek to mislead or deceive, or make unrealistic or extravagant claims. Advertising may indicate special interests but must not make claims of superiority or disparage professional colleagues or other professionals. No promise of cure, either implicit or explicit, should be made of any named disease. All research should be presented clearly honestly and without distortion, all speculative theories will [sic] be stated as such and clearly distinguished."

6. The Society's Code continues:

(i) "44. Claims, whether explicit or implied, orally or in writing, implying cure of any named disease must be avoided."

REGULATION

7. It is not in dispute that the members of the Society hold the opinion that homeopathy is effective for a range of medical conditions; neither is it in dispute that these beliefs are held sincerely.

8. The only matter of importance is a member's compliance or non-compliance with the advertising regulations to which they are professionally bound.

9. At present, the Committee of Advertising Practice (CAP) do not accept that claims for the efficacy of homeopathy have been substantiated by rigorous clinical evidence:

(i) "Despite its popularity, CAP understands that no scientific rationale exists for assuming that remedies lacking in pharmacologically active molecules can produce clinical effects and is unaware of robust evidence that proves it does." (http://www.copyadvice.org.uk/Ad-Advice/Advice-Online-Database/Therapies-Homeopathy.aspx)

10. Section 12.1 of the CAP Code, quoted earlier, requires that all marketers hold substantiation, in the form of rigorous clinical evidence, before making health claims in their marketing materials.

11. If Mr Treuherz cannot produce new clinical evidence, not yet considered by CAP and of sufficient quality to substantiate the marketing claims he makes in his websites, the Society's Professional Conduct Department must uphold my complaint.

COMPLAINT

12. I complain that Mr Treuherz may have breached the Society's Code of Ethics and Practice, in respect of the following marketing claims found on his website, on March 4th 2011. (I give the full URL of the page, and a mirrored copy of the page as it was on that date.)

http://www.homeopathyhelpline.com/homeopathy.html
http://www.freezepage.com/1299278292DDWEQDUXVK

(i) "Homeopathy has the power to heal so many problems..."

(ii) Single doses of homeopathy products are "often extraordinarily effective"

(iii) "Homeopathy is a comprehensive medical system that can treat most conditions from arthritis to varicose veins, from constipation to concussion, from piles to complaints during pregnancy..."

(iv) Homeopathy can "help people who [sic] doctors cannot help, and to avoid or reduce reliance on conventional medication, such as antibiotics or steroids..."

(v) "Homeopathy is an effective and scientific system of healing which assists the natural tendency of the body to heal itself."

(vi) "...all symptoms of ill health are expressions of disharmony within the whole person..."

RESOLUTION

13. The Society's Code states:

"54. ...members of the public... have the right to complain to the Professional Conduct Department of The Society if they perceive that a registered or student clinical member has not... conducted themselves, in accordance with this Code."

14. I have never been a patient of Mr Treuherz, nor do I have any connection with him, nor do I have any conflicts of interest to declare. I write in the capacity of a concerned member of the public.

15. If the Society's Professional Conduct Department finds that my complaint is upheld, I would expect Mr Treuherz to withdraw the claims from his marketing materials and undertake not to repeat them."