Acumag Ltd's massage woo

Quacks have been trying to promote magnetism as a cure for medical problems since the beginning of the industrial revolution.

The latest in this noble line of nonsense is Acumag Ltd.

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The highlight of Acumag's range is probably the Professional Pounding Deep Tissue Massager. Although it superficially resembles a cheap sex toy, Acumag reckon it's good for

"...back pain, shoulder pain, sciatica, knee pain, leg & thigh pain, arthritis, improves blood circulation, chronic fatigue... reduces cellulite..."

Better still is the company's Facial Massager. According to the firm's handout (available here, here and here), it

"...Reduces wrinkles and improves blood circulation. Releases tension, toxin and tones facial muscles. Lymphatic drainage of the skin is normalized [sic]. Eyestrain and neck tension relief..."

I don't doubt that the device is relaxing, but as for the rest of those claims - hogwash!

ASA complaint follows.

"I'm writing to complain about a handout for Acumag Ltd, which I picked up at the 'Mind Body Spirit' exhibition in London on 26th May.

The handout promotes several of the company's products which use "Magnetic Therapy", described on the company website as "an alternative medicine used in the treatment of certain medical disorders, which can be effectively treated by exposure to magnetic fields".

(This complaint only concerns the contents of the handout.)

1. I challenge whether the advertisers can substantiate their claim that the "PROFESSIONAL POUNDING DEEP TISSUE MASSAGER" can reduce cellulite.

2. I challenge whether the "ACUPRESSURE EYE MASSAGER" can "[reduce] Wrinkles & Dark Circles around your eyes".

3. I challenge whether the "PINHOLE VISION GLASSES" can improve eyesight.

4. I challenge whether the "Facial Massager... reduces wrinkles and improves blood circulation... Releases... toxin[s] and tones facial muscles. Lymphatic drainage of the skin is normalized [sic]..."

5. I challenge whether the claim that the "Neck Traction" device is suitable for whiplash injuries, muscle spasms, nerve compression, herniated discs, fibromyalgia, radiculopathy, spondylosis and other neck problems.

6. I challenge whether the "ELEGANT INFRARED MASSAGER...REDUCES CELLULITE".

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

Trion My Patience

Here's another company seducing its customers with worthless magnet therapy tat.

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Trion:Z's flyer (available here, here, here and here) is rather unusual in that its testimonials are from real, non-fictional people. And famous ones, at that!

Mind you, I've never heard of Rory McIlroy, James Anderson or Michelle Jones. But then again, I don't get out much:


ASA complaint follows!

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

The flyer, for Trion:Z, promotes various magnet therapy products.

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

1. The ASA Council has in the past ruled against claims that magnetic therapy products can ease pain (e.g. Complaint Ref 93337).

2. Under Section 12.1 of the CAP Code, I challenge whether any of the following claims can be substantiated, and under Section 3.1 I challenge whether they are misleading:

(i) "Trion:Z" products can "balance the bodies [sic] magnetic and electrical fields"

(ii) "Magnetic Therapy is...believed to help with a wide range of health conditions, including pain relief and injury recovery. The influence of negative magnetic fields is believed to naturally improve the flow of blood and oxygen to areas of injury to facilitate healing and cell regeneration."

(iii) "Trion:Z uses 1000 Gauss magnets in a unique patented...orientation...COMPETITOR MAGNETS...use two-dimensional magnets which are inexpensive to produce and have minimal field penetration. Other multi-magnet devices use poles in the same direction, creating a 'dead zone' and are consequently less effective."

(iv) "Trion:Z...products are made with ion-releasing capsules or with a textile known as "Mineon Health" woven into the fabric. They generate abundant, beneficial levels of negative ions, which are released at rates of 50 to 100 times higher than competing bracelets."

(v) The "Agility Waist Belt" ("Colantotte - Supports" section) is the "perfect tool for maintaining a healthy body" because it contains "1,300 gauss Ferrite [sic] magnets in alternating arrays" that can "stimulate blood flow in the lower back"

(vi) The "Multi Supporters" with "1,000 guass [sic] Ferrite [sic] magnets in alternating arrays" have "scientifically developed [sic] ionised [sic] properties" which "promote blood circulation and aid your recovery [from sporting activities]"

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

Enerjii's "Feel-good vitamins of the air"

Magnetic bracelets are one of the must-have quack accessories of the noughties.

Held to ease pain, heal injuries and improve sporting performance, magnetic bracelets are (needless to say) bullshit.

(Image credit - front side of flyer)

Enerjii UK Ltd were one of the magnet therapy exhibitors at CamExpo 2010.

Sadly, their implausible flyers (available here, here, here, here, here and here) weren't even the most brazen ones being handed out. Enerjii reckon their magnetic trinkets can:

"...Ease pain and discomfort caused by Arthritis... Increase energy ...Help in treating headaches and migraine... Aid circulation by increasing blood flow... Give relief from general aches and pains... Increase the flow of oxygen to the brain... Decrease mental tiredness... Give higher mental energy... Aid in relieving physical and mental stress... Alleviate depression... Boost physical energy... Gently heal, soothe and stimulate the physical body as well as the mind... Elevate the surface temperature of the body aiding circulation... May help chronic fatigue; water retention and skin disorders... Aid in detoxification by cleansing the liver and kidneys... Increase blood-flow [sic]... Relieve muscle soreness and spasms..."

I don't believe a single word of that, so another ASA complaint follows.

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

The flyers, for Enerjii UK Ltd, promote a set of copper bracelets which are claimed to have miraculous "Health Benefits".

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

1. The ASA Council has in the past ruled against claims that magnetic therapy products can ease pain (e.g. Complaint Ref 93337).

2. (i) Flyer 1 is titled "pain relief within designer jewellery".

(ii) Flyer 2 is titled "incredible energising jewellery magnificent magnetic & copper 4-in-1 bracelets!".

(iii) Flyer 3 is titled "low in energy, suffering from pain? great looking [sic] & fashionable jewellery known to assist with pain relief"

3. According to Flyer 1:

"Enerjii's energising bracelets have 3 of the earth's [sic] natural energy sources working together in one bracelet. Each Enerjii bracelet contains: Rare Earth Neodymium Magnets - The world's strongest magnetic force. Negative Ions - Feel Good [sic] 'vitamins of the air'. Far Infrared [sic] Rays - Health-giving rays from the sun. Placed next to your skin and blood vessels, these technologies work safely together to enhance your wellbeing [sic]."

4. All three of the flyers contain identical medical claims on their reverse sides. Under Section 12.1 of the CAP Code (2010), I challenge whether any of the following claims can be substantiated:

(i) "Magnetic therapy is known to: Help maintain good health and well-being"
(ii) "...Ease pain and discomfort caused by Arthritis"
(iii) "...Increase energy"
(iv) "...Help in treating headaches and migraine"
(v) "...Aid circulation by increasing blood flow"
(vi) "...Give relief from general aches and pains"

5. All three flyers claim that the bracelets emanate "negative ions" and "Far Infrared [sic]...rays from the sun". Under Section 3.1, I challenge whether the flyers misleadingly imply the bracelets are capable of any of the following benefits:

(i) "Negative Ion therapy is known to: Increase the flow of oxygen to the brain"
(ii) "...Decrease mental tiredness"
(iii) "...Give higher mental energy"
(iv) "...Aid in relieving physical and mental stress"
(v) "...Alleviate depression"
(vi) "...Boost physical energy"
(vii) "Far Infrared [sic] therapy is known to: Gently heal, soothe and stimulate the physical body as well as the mind"
(viii) "...Elevate the surface temperature of the body aiding circulation"
(ix) "...May help chronic fatigue; water retention and skin disorders"
(x) "...Aid in detoxification by cleansing the liver and kidneys"
(xi) "...Increase blood-flow [sic]"
(xii) "...Relieve muscle soreness and spasms"

6. Flyer 2 (only) adds claims about the "Health Benefits of Copper". Under Section 12.1, I challenge whether these claims can be substantiated:

(i) "Copper therapy is known to: Ease stiffness"
(ii) "...Relieve muscular pain"

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

Betterware (part 2) - more magnetic mayhem

I've recently found myself complaining about the same old companies again and again.

This attractive item is from the latest Betterware catalogue (available here and here).

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My previous ASA complaint challenged a "Magnetic Therapy Bracelet". This one challenges the claims Betterware make about their magnetic wrist, knee and back supports.

"I write to complain about three items advertised in the Betterware catalogue (Issue 5/10, p52-53).

The items contain magnets which, the catalogue claims, may have therapeutic benefits.

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

1. In April 2010, I submitted a complaint about a similar, but different, item in an earlier Betterware catalogue. The item is not advertised in the Betterware Catalogue which is the subject of this complaint.

2. A 2008 systematic review of magnetic therapy[1] found no evidence of an effect on pain relief, with the possible exception of
sufferers of osteoarthritis:

"Overall, the data suggested no significant effects of static magnets for pain relief relative to non-magnetic placebo. Peripheral joint osteoarthritis was the one condition for which the evidence appeared encouraging. For all other conditions, there was no convincing evidence to suggest that static magnets might be effective for pain relief."

3. A 2009 study[2], focusing on magnetic therapy and osteoarthritis, found no evidence for its efficacy:

"Our results indicate that magnetic and copper bracelets are generally ineffective for managing pain, stiffness and physical function in osteoarthritis. Reported therapeutic benefits are most likely attributable to non-specific placebo effects. However such devices have no major adverse effects and may provide hope."

4. The ASA council has in the past upheld complaints about magnetic therapy products [3][4][5].

5. On page 52 of the catalogue, a "Magnetic Back Support" is advertised. On page 53, a "Magnetic wrist support" and a "Magnetic Knee Support" are advertised.

6. Under Sections 3.1 and 50.1 of the CAP Code, I challenge whether the advertiser holds documentary evidence to prove the following claims, and I challenge whether the claims are backed by evidence, where appropriate consisting of trials conducted on people:

(i) In the "Magnetic Back Support", the claim that "Magnets in the lumbar and spinal areas may also help ease pain"
(ii) In the "Magnetic Knee Support", the claim that "This...knee support contains magnets, which may help ease pain"

7. The Gauss is the CGS unit for magnetic fields. A typical fridge magnet has a magnetic field of 50 Gauss.

8. Under Section 7.1, I challenge whether the statement that the "Magnetic wrist support" has a "Magnetic strength [that] equals 50 gauss" misleadingly implies that magnets have therapeutic benefits and that stronger magnets have greater therapeutic benefits than weaker ones.

9. For the same reason, under Section 6.1 I challenge whether the statement that the "Magnetic wrist support" has a "Magnetic strength [that] equals 50 gauss" is likely to "exploit the credulity, lack of knowledge or inexperience of consumers".

10. I confirm that I have no connections with the advertiser or with the home-delivery and alternative medicine industries in general. I confirm that I am not involved in legal proceedings with the advertiser.

Footnotes:
[1] http://beta.medicinescomplete.com/journals/fact/current/fact1301a05t01.htm
[2] http://www.journals.elsevierhealth.com/periodicals/yctim/article/S0965-2299%2809%2900056-9/abstract
[3] http://www.asa.org.uk/Complaints-and-ASA-action/Adjudications/2008/5/John-Lewis-Partnership-plc/TF_ADJ_44475.aspx
[4] http://www.asa.org.uk/Complaints-and-ASA-action/Adjudications/2009/8/Easylife-Group-Ltd/TF_ADJ_46827.aspx
[5] http://www.asa.org.uk/Complaints-and-ASA-action/Adjudications/2009/8/Kingstown-Associates-Ltd/TF_ADJ_46697.aspx
"

Intramed Ltd and their "Arthritis Relief Bracelet"

Following a brief period of inactivity, I've had a letter from a Mrs Trellis of North Wales, enquiring whether I have been abducted by a vengeful complainee.

The answer is no, and thank you for your concern. On with the complaints!

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The ASA Council have upheld an astonishing ten complaints against Intramed Ltd, so I'm delighted the company has come to my attention with their advert for an Arthritis Relief Bracelet.

The scientific evidence shows that magnetic products like these just don't work, so here is my latest ASA complaint.

"I write to complain about an advert in "Choice" magazine (May 2010, p99). The advert, for Intramed Ltd, promotes an "Arthritis Relief Bracelet".

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

1. The CAP Code, Section 3.1, states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."

2. The CAP Code, Section 50.1, states "Medical and scientific claims made about beauty and health-related products should be backed by evidence, where appropriate consisting of trials conducted on people..."

3. Under Sections 3.1 and 50.1, I challenge whether the advertiser holds documentary evidence to prove any of the following claims, and I challenge whether the claims are backed by evidence, where appropriate consisting of trials conducted on people:

(i) The claim that the advertisers have well over 100,000 Arthritis Relief Bracelets to customers who were satisfied with their purchase

(ii) The claim that the Bracelets make [arthritis] pain "disappear and in most cases you will be completely pain free [sic] in just a few hours"

(iii) The claim that "Magnetic Therapy is now recognised by the NHS"

4. The CAP Code, Section 14.1, states "Marketers should hold signed and dated proof, including a contact address, for any testimonial they use. Unless they are genuine opinions taken from a published source, testimonials should be used only with the written permission of those giving them."

(i) Under Section 14.1, I challenge whether the advertiser holds signed and dated proof, including a contact address, for the thirteen testimonials used in the advert.

5. The CAP Code, Section 14.3, states "Testimonials alone do not constitute substantiation and the opinions expressed in them must be supported, where necessary, with independent evidence of their accuracy. Any claims based on a testimonial must conform with the Code."

6. Under Section 14.3, I challenge whether the advertiser can support the opinions in the thirteen testimonials which attest to the bracelet's efficacy, where necessary, with independent evidence of their accuracy.

7. In preparing this complaint, I made various efforts to research the advertised product.

(i) I could find no evidence that "Magnetic therapy is now recognised by the NHS".

(ii) In 2006, the now-defunct NHS Prescription Pricing Authority ruled that "4UlcerCare", a "magnetic leg wrap", could be prescribed to patients[1]. I can find no evidence that this is still the case.

(iii) Indeed, the NHS Choices website advises that "magnetic wrist straps and copper bracelets have little or no effect on pain, physical function or stiffness in osteoarthritis". [2]

(iv) A 2008 systematic review of magnetic therapy[3] found no evidence of an effect on pain relief, with the possible exception of
sufferers of osteoarthritis:

"Overall, the data suggested no significant effects of static magnets for pain relief relative to non-magnetic placebo. Peripheral joint osteoarthritis was the one condition for which the evidence appeared encouraging. For all other conditions, there was no convincing evidence to suggest that static magnets might be effective for pain relief."

(v) A 2009 study[4], focusing on magnetic therapy and osteoarthritis, found no evidence for its efficacy:

"Our results indicate that magnetic and copper bracelets are generally ineffective for managing pain, stiffness and physical function in osteoarthritis. Reported therapeutic benefits are most likely attributable to non-specific placebo effects. However such devices have no major adverse effects and may provide hope."

(vi) The ASA council has in the past upheld complaints about magnetic therapy products [5][6][7].

(vii) The ASA council has upheld numerous complaints about the advertisers [8].

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

Footnotes:
[1] http://www.timesonline.co.uk/tol/news/uk/article735146.ece
[2] http://www.nhs.uk/news/2009/10October/Pages/Copper-bracelets-and-arthritis.aspx
[3] http://beta.medicinescomplete.com/journals/fact/current/fact1301a05t01.htm
[4] http://www.journals.elsevierhealth.com/periodicals/yctim/article/S0965-2299%2809%2900056-9/abstract
[5] http://www.asa.org.uk/Complaints-and-ASA-action/Adjudications/2008/5/John-Lewis-Partnership-plc/TF_ADJ_44475.aspx
[6] http://www.asa.org.uk/Complaints-and-ASA-action/Adjudications/2009/8/Easylife-Group-Ltd/TF_ADJ_46827.aspx
[7] http://www.asa.org.uk/Complaints-and-ASA-action/Adjudications/2009/8/Kingstown-Associates-Ltd/TF_ADJ_46697.aspx
[8] http://www.asa.org.uk/Complaints-and-ASA-action/Adjudications.aspx?SearchTerms=intramed#results
"

Betterware - the magnet therapy bracelet

Earlier this month I put in an ASA complaint about Kleeneze and the magnetic products they were selling in their catalogues.

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A few days ago, the Betterware catalogue arrived in my letterbox, and it seems even they can't resist the urge to claim that magnets have therapeutic properties.

A third catalogue, from Avon, contained no such claims, and good for them.

Still, agents from the three companies insist on shoving their catalogues through my letterbox - despite the large sign advising them all to get stuffed.

Standard ASA complaint follows.

"I write to complain about an advert appearing in the Betterware catalogue (Issue 3/10, p62).

The advert promotes a "magnetic therapy bracelet".

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

1. The CAP Code, Section 50.1, states "Medical and scientific claims made about beauty and health-related products should be backed by evidence, where appropriate consisting of trials conducted on people..."

2. Under Section 50.1, I challenge whether the claim that the bracelet "may help to ease pain around the wrist" is backed by evidence, where appropriate consisting of trials conducted on people.

3. I confirm that I have no connections with the advertiser or with the home-delivery and alternative medicine industries in general. I confirm that I am not involved in legal proceedings with the advertiser."

Kleeneze - in a magnetic muddle

Just as the supply of complainable adverts had begun to dry up, the cavalry has appeared on the horizon in the form of the Kleeneze Catalogue!

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Kleeneze are one of those companies whose agents shove their catalogues through your letterbox every few weeks - in my case, ignoring a polite notice attached to the door, asking them to refrain from doing so.

If even one of these complaints is found to be valid by the ASA, I shudder to think how much it would cost Kleeneze to reprint all of their catalogues.

(The relevant pages are available here, here, here, here, here and here.)

"I write to complain about the Kleeneze catalogue (Spring/Summer 2010).

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

I have submitted scans of as many of the relevant pages as the online complaints form will alow. If you would like to email me, I will send scans of the remaining pages.

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

1. Kleeneze catalogues are distributed door-to-door by "Kleeneze Distributors". Customers are able to place orders with their distributor, who later delivers goods to the customer's door.

2. The Spring/Summer 2010 catalogue contained two supplementary catalogues, one of which was titled "Health & Beauty". The "Health & Beauty" supplement is the subject of this complaint.

3. The CAP Code, Section 3.1, states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."

4. The CAP Code, Section 50.1, states "Medical and scientific claims made about beauty and health-related products should be backed by evidence, where appropriate consisting of trials conducted on people..."

Page 28 (top left) - "Spa Hot Rocks"

5. Under Sections 3.1 and 50.1, I challenge whether the advertiser holds documentary evidence to prove any of the following claims, and I challenge whether the claims are backed by evidence, where appropriate consisting of trials conducted on people:

(i) Spa Hot Rocks can soothe inflammation
(ii) Spa Hot Rocks can stimulate circulation, assisting the body in self-healing

Page 29 - "Magnetic Therapy" products

6. Under Sections 3.1 and 50.1, I challenge whether the advertiser holds documentary evidence to prove any of the following claims, and I challenge whether the claims are backed by evidence, where appropriate consisting of trials conducted on people:

(i) The Magnetic Knee Support is "ideal for sports injuries or problem joints"
(ii) The Magnetic Elbow Support is suitable for a "painful or injured elbow"
(iii) The Magnetic Wrist Support "ease[s] muscular and joint pain - including repetitive strain and sport injuries..."
(iv) The Magnetic Ankle Support can "reduce swelling and stiffness" and "helps to relieve pain or discomfort in the ankle"
(v) The Magnetic Knee Strap can "aid mobility" and "the magnets help to soothe and ease aches and pains"
(vi) The implied claim that any of the six products on page 29 have any benefits that a non-magnetic product of identical appearance would not have

Page 34 - "Travel Sickness Wristbands"

7. Under Sections 3.1 and 50.1, I challenge whether the advertiser holds documentary evidence to prove the following claim, and I challenge whether the claim is backed by evidence, where appropriate consisting of trials conducted on people:

(i) The wristbands "can offer drug-free relief from nausea and the symptoms of travel sickness"

Page 41 - "Copper Bangle"

8. Under Sections 3.1 and 50.1, I challenge whether the advertiser holds documentary evidence to prove any of the following claims, and I challenge whether the claims are backed by evidence, where appropriate consisting of trials conducted on people:

(i) The implied claim that copper "reduce[s] rheumatic pain and arthritic discomfort"
(ii) The direct claim that "wearing this bangle" brings "wonderful benefits"

Page 42 - "Magnetic Exercise Disc"

9. Under Sections 3.1 and 50.1, I challenge whether the advertiser holds documentary evidence to prove any of the following claims, and I challenge whether the claims are backed by evidence, where appropriate consisting of trials conducted on people:

(i) The direct claim that the Disc "help[s] tone your thighs, waist and stomach"
(ii) The direct claim that "your feet can also benefit from the correctly-placed reflex[ology] studs that stimulate the reflexology points in your feet corresponding to all parts of the body"
(iii) The implied claim that the Disc "invoke[s] the body's natural healing powers"

Page 47 - "Magnetic Insoles"

10. Under Sections 3.1 and 50.1, I challenge whether the advertiser holds documentary evidence to prove the following claim, and I challenge whether the claim is backed by evidence, where appropriate consisting of trials conducted on people:

(i) The Magnetic Insole "reduces muscular aches and pains"

11. I confirm that I have no connections with the advertiser or with the publishing and alternative medicine industries in general. I confirm that I am not involved in legal proceedings with the advertiser.

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