Liz Strangways, reflexologist to the stars

Part three of my vendetta against local quacks focuses on Liz Strangways, who boasts of giving up a respectable career in human resources for the chance to spend her life rubbing people's toes.

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Liz is quite careful to avoid making illegal health claims - and good for her - but it has proven impossible to restrain her delusions entirely. Hopefully, she'll be happy to receive a gentle nudge in the right direction.

About reiki - a theatrical but useless magical hand-waving therapy - she says

"Reiki works to heal you at the level of your energy to the root of any disease..."

Precisely which "any disease" she means, I can't be sure. Liz is less reticent in her boasts for reflexology.

"Reflexology may help to cleanse the body of toxins and impurities."

For those Doubting Thomases among you, Liz offers a glittering celebrity endorsement from the Olympic silver medallist, Kriss Akabusi, who writes

"Liz is a totally committed person in what ever she does and brings a high level of integrity to the table. Liz and I worked together on various projects in my charity where she was dedicated to developing expert knowledge in various facets of the work..."

This "expert knowledge" of which Akabusi speaks presumably refers to this discussion of the "Science Behind Reiki", which starts in the usual way:

"The Science Behind Reiki - What is Energy? - Einstein and later quantum physicists have explained [continues for several more pages]"

ASA complaints follows!

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

1. ( http://www.lizstrangways.co.uk/phdi/p1.nsf/supppages/2865?opendocument&part=2 )

"Reflexology is a method believed to activate the healing powers of the body"

I'd like to challenge whether the advertiser can substantiate her claim that reflexology can 'activate the healing powers of the body'.

2.

"a modern scientific method called reflexology"

I'd like to challenge whether the description of reflexology as a 'modern scientific method' is misleading.

3.

"What joins the ancient and the modern is the long-established principle that there are energy zones that run throughout the body and reflex areas in the feet that correspond to all the major organs, glands and body parts."

I challenge whether the correspondence between 'reflex areas in the feet that corrrespond to all the major organs, glands and body parts' is in fact a 'long-established principle', in the sense that it is supported by evidence.

4.

"Reflexology may help to cleanse the body of toxins and impurities."

I challenge whether reflexology can 'help to cleanse the body of toxins and impurities'.

5.

"How does reflexology work?
Since ancient times various methodologies have been employed to strengthen and balance the flow of energy. Many of these systems, including acupuncture, shiatsu and reflexology agree that this energy flows in zones or meridians throughout the body. Reflexologists specify that there are ten energy zones that run the length of the body from head to toe - five on each side of the body ending in each foot and running down the arms into the tips of the fingers. All the organs and parts of the body lie along one or more of these zones. Each zone can be considered a channel for the intangible life energy, called chi or qi in oriental and martial arts. Stimulating any zone in the foot by applying pressure with the thumbs and fingers affects the entire zone throughout the body, revitalizing and balancing the entire zone which may improve the function of the organs in that zone."

I challenge whether 'Stimulating any zone in the foot by applying pressure with the thumbs and fingers affects the entire zone throughout the body, revitalizing and balancing the entire zone which may improve the function of the organs in that zone" can be substantiated.

6. ( http://www.lizstrangways.co.uk/phdi/p1.nsf/supppages/2865?opendocument&part=3 )

"Reiki encourages and supports your positive personal choices such as... reducing your need for alcohol and tobacco."

I challenge whether the advertiser can substantiate the claim that reiki can be used to reduce tobacco and alcohol addictions.

7.

"Being complementary, Reiki is effective alongside orthodox healthcare and natural remedies, expanding treatment options."

I challenge whether the word 'effective' is misleading and can be substantiated.

8.

"Reiki works to heal you at the level of your energy to the root of any disease"

I challenge whether the advertiser can substantiate her claim that reiki 'works' and can 'heal you' of 'the root of any disease'.

9.

"The Science Behind Reiki - What is Energy? - Einstein and later quantum physicists have explained... [continues for several pages]"

I challenge the description of reiki as supported by 'science' and explained by 'Einstein and later quantum physicists' can be substantiated and whether it is misleading.

10.

"What is interesting is that science has confirmed something that has been part of the spiritual wisdom of many cultures for thousands of years; that an unseen energy flows through and connects all living things."

I challenge whether the advertiser can substantiate her claim that 'science has confirmed' that reiki energy 'flows through... all living things'.

I've made some screenshots of the relevant pages, which are available at:
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=8oIjxV78e9
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=9Am117px0f
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=xo8dTrAta1
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=NUC5cARees
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=80aToecvzq
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=za0HaVkvDx

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

ShenLong Chinese Medical Centre

On my way to Milton Keynes Sceptics in the Pub last week, I just had time to pop into a local Chinese Medicine shop.



Shenlong Chinese Medical Centre of Bedford offer a wide range of therapies, almost none of which are of any proven benefit.

The shops' flyer (available here and here) makes some outrageous claims about the efficacy (and, indeed, safety) of acupuncture, ear candles, cupping therapy and allergy tests.

Hoping to leave no stone unturned, Shenlong boast they can "help" with

"...eczema, psoriasis, dermatitis, vitiligo, other skin complaints, acne, herpes, mycosis, hair loss, arthritis, back pain, lumbargo, stiff neck, stroke[s], sciatica, rheumatism, neuralgia, frozen shoulder, hemiplegia, sprains, anxiety, depression, panic attack, stress, insomnia, fatigue, hay fever, sinus infection, earaches, ringing in ears, sore throat, dizziness, migraine, asthma, palpitations, indigestion, constipation, colitis, colds, flu, high blood pressure, ulcers, gastritis, diarrhoea, heartburn, IBS, myalgic encephalomyelitis, irregular periods, the menopause, pre-menstrual syndrome, impotence, infertility, hot flushes, bedwetting, Men's Problem [sic]..."

If you're asking my opinion, anyone who spends money in this den of quackery needs their head examined. ASA complaint follows!

"I write to complain about a leaflet I picked up outside the premises of the "Shenlong Chinese Medical Centre" in Bedford, on 11th November. (The leaflet was in a plastic holder on the outside window of the shop).

The leaflet promotes the Centre's medical services.

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

1. The UK's leading authority on complementary medicine, Professor Edzard Ernst, has recently written about the difficulties of assessing Traditional Chinese Medicine (TCM) [1]:

"Conclusion: TCM is difficult to evaluate. Some elements may be effective for some conditions, while other elements (e.g. cupping) are unlikely to offer any benefit above placebo. Many aspects of TCM are potentially harmful."

(ii) About reflexology, Ernst writes "The notion that reflexology can be used to diagnose health problems has been disproved and there is no convincing evidence that it is effective for any condition." [2]

(iii) About ear candles, Ernst writes "Ear candles are based on the absurd idea that this method removes ear wax or toxins from the body; it is not supported by any evidence." [3]

(iv) The ASA Council have previously upheld a complaint about claims made for ear candling (complaint ref 120878), in which I was the complainant.

(v) The dangers of using unregulated TCM therapies were recently highlighted by the case of Ying "Susan" Wu of Essex, who had "pleaded guilty to selling a banned substance to a woman who went on to develop kidney failure and cancer." [4]

2. Under Sections 12.1 and 13.1 of the CAP Code, I challenge whether the advertisers can substantiate any of the following claims:

(i) Acupuncture "works by stimulating the body's healing responses or immune systems" along "channels in the body" which are "stimulated by the insertion of thin, fine needles", a fact which has been "systematically refined and verified by modern research methods"

(ii) Ear Candles "[help] to revitalize [sic] the acupuncture points, stimulate the blood circulation and to free clogged pores", and is a "method for resolving problems of ear hygiene safely and naturally"

(iii) Reflexology practitioners can "help clear disease" by "[applying] controlled pressure with thumbs or fingers to specific areas of the feet"

(iv) Cupping Therapy "promotes the free flow of Qi and blood in the channels [of the body]"

(v) The advertisers are able to "test your level of allergy to... 400 items" by examining "a piece of your hair"

(vi) The advertisers' "Beauty Therapy with TCM" is able to "treat effectively Dermatitis, Follieulitis, Chloasma, Rosacea, Acne, Warts, etc" and "regenerat [sic] the skin"

(vii) The advertisers' "new method for weight loss" can "speed up [the] metabolic process, consume fatty tissue and... help lose weight effectively."

(viii) Acupuncture can help to "give up smoking"

(ix) TCM is "safe"

(x) A TCM doctor can find out about "the condition of your internal organs" by "examining your tongue and wrist pulses [sic]"

(xi) By using TCM, people can be "helped with" eczema, psoriasis, dermatitis, vitiligo, "other skin complaints", acne, herpes, mycosis, hair loss, arthritis, back pain, lumbargo, "stiff neck", stroke[s], sciatica, rheumatism, neuralgia, "frozen shoulder", hemiplegia, sprains, anxiety, depression, panic attack, stress, insomnia, fatigue, hay fever, sinus infection, earaches, "ringing in ears", sore throat, dizziness, migraine, asthma, palpitations, indigestion, constipation, colitis, colds, flu, high blood pressure, ulcers, gastritis, diarrhoea, heartburn, IBS, myalgic encephalomyelitis, irregular periods, the menopause, pre-menstrual syndrome, impotence, infertility, hot flushes, bedwetting, "Men's Problem [sic]".

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

Footnotes:

[1] Simon Singh, Edzard Ernst, "Trick or Treatment? Alternative Medicine on Trial", American edition 2008, p328
[2] Ibid., p323
[3] Ibid., p309
[4] http://news.bbc.co.uk/1/hi/health/8520171.stm
"

The Federation of Holistic Therapists

The Federation of Holistic Therapists (FHT) is a trade association for quacks.

Their website boasts of celebrating "over 45 years of setting professional standards".

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Half a dozen of their promotional leaflets recently fell into my hands. They feature popular quack therapies like ear candling, Indian head massage and reflexology.

Happily, the leaflets contain little that is objectionable.

For the most part, they concentrate on what customers can expect during a session. Better still, all of the leaflets contain sensible advice like "rest" and "drink water" and "speak to your doctor".

And yet, alas, even the most noble-minded of quacks can't resist the lure of daft claims about "flushing out toxins", "strengthening the immune system" and "improving circulation".

Three ASA complaints follow, the first of which concerns the FHT Ear Candling leaflet (available here and here)

"I write to complain about a leaflet I picked up at a "Health Fair" at Luton Central Library on 3rd November this year.

The leaflet, for the Federation of Holistic Therapists (Hampshire) / Ultimate Health Therapeutics (Luton), promotes ear candling therapies.

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

1. The ASA Council have previously upheld a complaint about claims made for ear candling (complaint ref 120878), in which I was the complainant.

2. Under Section 12.1, I challenge whether the advertisers can substantiate their claim that the "benefits of ear candling... may include... the softening and loosening of compacted earwax... relief from sinus problems, headaches and snoring... easing pressure problems following flying and diving... temporary relief from tinnitus... reduced irritation of the ear canal... ear fluid circulation..."

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

FHT Indian Head Massage leaflet (available here and here)

"I write to complain about a leaflet I picked up at a "Health Fair" at Luton Central Library on 3rd November this year.

The leaflet, for the Federation of Holistic Therapists (Hampshire) / Ultimate Health Therapeutics (Luton), promotes "Indian Head Massage".

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

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

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

2. Under Section 12.1, I challenge whether the advertisers can substantiate their claim that the "benefits of Indian Head Massage include... more efficient removal of impurities and toxins..."

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

Footnotes:

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

FHT Reflexology leaflet (available here and here)

"I write to complain about a leaflet I picked up at a "Health Fair" at Luton Central Library on 3rd November this year.

The leaflet, for the Federation of Holistic Therapists (Hampshire) / Ultimate Health Therapeutics (Luton), promotes reflexology.

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

1. The UK's leading authority on complementary medicine, Professor Edzard Ernst, has recently written about the evidence base for reflexology [1]:

"Conclusion - The notion that reflexology can be used to diagnose health problems has been disproved and there is no convincing evidence that it is effective for any condition. Reflexology is expensive, and it offers nothing more than could be achieved from a simple, relaxing foot massage."

2. Ernst has also written about "detox" treatments [2]:

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

3. Under Section 12.1, I challenge whether the advertisers can substantiate their claim that the "benefits of reflexology... include... improved circulation... more efficient removal of impurities and toxins... a stronger immune system..."

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

Footnotes:

[1] Simon Singh, Edzard Ernst, "Trick or Treatment? Alternative Medicine on Trial", American edition 2008, p323
[2] Ibid., p308
"

The College of Naturopathic Medicine (again)

Here's another installment in my continuing series of complaints against the College of Naturopathic Medicine.

When they aren't busy defending the galaxy from the clutches of the evil Lord Xenu, the College offer courses in a number of bullshit complementary therapies.

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About reflexology, the college writes:

"Reflexology...helps to restore natural balance of the body resulting in an improved sense of health and well being [sic]. Energy, mood, circulation and immunity can also be enhanced. This relaxing treatment benefits many health conditions such as: stress, anxiety, insomnia, muscular pain, headaches, migraines, digestive disorders, hormonal imbalances e.g. PMS, menopause, and more..."

The college's booklet (available here, here, here and here) goes on to expound on the benefits of Applied Kinesiology - a subject with which my complaints have already dealt.

Can the college substantiate any of their claims? Or will they simply refer me back to p3678 of L Ron Hubbard's official memoirs (volume ninety-four)?

ASA complaint follows!

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

The booklet, for the College of Naturopathic Medicine, promotes courses in a number of complementary therapies.

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

1. Page 3 of the booklet contains the following text:

"Reflexology...helps to restore natural balance of the body resulting in an improved sense of health and well being [sic]. Energy, mood, circulation and immunity can also be enhanced. This relaxing treatment benefits many health conditions such as: stress, anxiety, insomnia, muscular pain, headaches, migraines, digestive disorders, hormonal imbalances e.g. PMS, menopause, and more..."

2. The UK's leading authority on complementary medicine, Professor Edzard Ernst, has recently written about the evidence base for reflexology [1]:

"Conclusion - The notion that reflexology can be used to diagnose health problems has been disproved and there is no convincing evidence that it is effective for any condition. Reflexology is expensive, and it offers nothing more than could be achieved from a simple, relaxing foot massage."

3. Therefore, under Section 12.1, I challenge whether the advertisers can substantiate their claims that reflexology can treat "stress, anxiety, insomnia, muscular pain, headaches, migraines, digestive disorders, hormonal imbalances e.g. PMS, menopause, and more" and that reflexology can enhance "circulation and immunity".

4. Page 6 of the booklet contains the following text:

"What is Kinesiology? Kinesiology uses muscles testing to identify imbalances within the body, so removes the need for guess-work in treating a client, friends and family... Kinesiology... produces results quickly."

5. The booklet continues:

"You will learn - how to accurately test 22 muscles and, by testing these muscles, gain information about the organs and systems of the body... how to identify foods/nutrients which will enhance a person's health... some extremely powerful techniques to help achieve goals, help with dyslexia, resolve fears and phobias, relieve breast congestion... how to identify imbalances in the body which lead to back and neck pain and how to treat them... how to identify food/chemical sensitivities in your clients or friends and family - an invaluable way to help them feel better almost immediately..."

6. (i) The therapy promoted by the leaflet is more usually known as "Applied Kinesiology", an invention of the American George Goodheart in 1964.

(ii) It is not to be confused with Kinesiology, a more mainstream (and regulated) medical discipline prevalent in the USA and Canada.

7. The first scientific paper on the ideomotor effect - a phenomenon in which a subject makes unconscious movements in response to certain ideas or stimuli - was published one hundred and twelve years before the invention of Applied Kinesiology [2].

8. I have found no clinical studies lending support to the booklet's contention that Applied Kinesiology can diagnose or treat medical conditions, but a great number which refute them, for example:

(i) Kenny JJ, Clemens R, Forsythe KD. Applied kinesiology unreliable for assessing nutrient status. Journal of the American Dietetic Association 88:698-704, 1988.

(ii) Triano JJ. Muscle strength testing as a diagnostic screen for supplemental nutrition therapy: a blind study. Journal of Manipulative and Physiological Therapeutics 5:179-182, 1982

(iii) Haas M and others. Muscle testing response to provocative vertebral challenge and spinal manipulation: a randomized controlled trial of construct validity. Journal of Manipulative and Physiological Therapeutics 17:141-148, 1994.

(iv) Applied kinesiology - Double-blind pilot study. Journal of Prosthetic Dentistry 45:321-323, 1981.

(v) Ludtke R and others. Test-retest-reliability and validity of the kinesiology muscle test. Complementary Therapy in Medicine 9:141-145, 2001.

(vi) Hyman R. The mischief-making of ideomotor action. by ideomotor action. The Scientific Review of Alternative Medicine, Fall-Winter issue, 1999.

9. Therefore, under Section 12.1, I challenge whether the advertisers can substantiate their claim that any of the named conditions can be diagnosed, or treated, with kinesiology.

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

Footnotes:

[1] Simon Singh, Edzard Ernst, "Trick or Treatment? Alternative Medicine on Trial", American edition 2008, p323
[2] http://www.sgipt.org/medppp/psymot/carp1852.htm
"

Toks Beverley Coker - Crazy Name, Crazy Gal!

Toks Beverley Coker - that's her real name, apparently - offers a number of complementary therapies.

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By the way, if any of you are looking for some reflexology, Taoist massage, distance healing or "Starlight Spiritual Counselling", there's an unused £10 gift voucher sitting on my desk.

First come, first served!

Bev's flyer (available here and here) is a real gem. Not for the preposterous pseudoscientific nonsense it contains, mind you:

"Reflexology... eliminates toxins, helps with digestive problems... stimulates the body's natural healing process, strengthening all body systems..."

Nor because of this:

"Swedish Therapeutic Massage... clears toxins, improves concentration...soothes cancer and HIV patients..."

Or even this:

"Distant & Absent Healing... Channelling of healing energy to someone in another place e.g. home, hospital, country..."

What truly pushes the flyer into my personal top ten is the sight of Bev doing some sort of Egyptian fertility dance in front of the Great Pyramid of Giza.

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I've included my ASA complaint here. A separate complaint to the Egyptian Tourist Board will have to wait for another day.

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

The leaflet, for Toks Beverley Coker, promotes a number of complementary therapies that she offers.

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

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

(i) "Reflexology... Dates back to 2330BC in ancient Egypt"
(ii) Reflexology "relieves depression and PMT"
(iii) Reflexology "eliminates toxins, helps with digestive problems... stimulates the body's natural healing process, strengthening all body systems."
(iv) Indian Head Massage "stimulates...hair growth"
(v) Swedish Therapeutic Massage "clears toxins, improves concentration...soothes cancer and HIV patients..."
(vi) "Taoist Massage / Chi Nei Tsang" can "release...toxins held in knots and twists in the abdomen" and is "Good for treating digestive problems, constipation and diarrhoea".
(vii) Thai Massage can "encourage detoxification"
(viii) The advertiser is able to heal "someone in another place e.g. home, hospital, country" using her "Distant & Absent Healing"

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

Paula Arnold's magical detox wrap

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

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

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

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

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

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

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

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

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

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

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

1. The leaflet contains the text:

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

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

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

3. The leaflet continues:

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

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

5. The leaflet continues:

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

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

7. The leaflet continues:

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

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

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

Silsoe Village - the quacks have escaped from the village pond

This is Silsoe - an agreeably small village in Central Bedfordshire.

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Every month its honest citizens are treated to a new copy of the "Silsoe News", a small booklet supported by advertising revenue from local businesses.

One of those businesses is "Reflexions", otherwise known as Candice Morris.

Candice has some rather odd ideas about toxins in the body, and claims she knows how to remove them. How? With reflexology and reiki, of course!

Joining her in this Hall of Shame is another of the magazine's advertisers, Susan Steedon. Susan reckons she can treat asthma by sticking a burning hot candle in your ear.

Naturally, none of these claims are likely to be true - search for the evidence in Pubmed yourself, if you don't believe me - so it's time to introduce the pair to the caring embrace of the Advertising Standards Authority.

Here's my ASA complaint about Candice...

"I write to complain about an advert appearing in "Silsoe News" magazine, August 2010 issue (No. 320), p22.

The advert, for Candice Morris/Reflexions, promotes various complementary therapies.

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

1. The Silsoe News is a magazine distributed to a number of villages in central Bedfordshire.

2. (i) The advert contains the text:

"Reflexology: A relaxing treatment...It promotes relaxation and improves circulation"

(ii) Under Sections 3.1 and 50.1 of the CAP Code, I challenge whether the advertisers can substantiate their claim that reflexology "improves circulation".

3. (i) The advert continues:

"Swedish Massage: ...it eases muscular strain by flushing out toxins..."

(ii) Under Sections 3.1 and 50.1, I challenge whether the advertisers can substantiate their claim that Swedish massage "flushes out toxins"

4. (i) The advert continues:

"Lymphatic Drainage Massage: A soft, light to the touch massage to alleviate fluid retention and to help flush out toxins..."

(ii) Under Sections 3.1 and 50.1, I challenge whether the advertisers can substantiate their claim that Lymphatic Drainage Massage can "help flush out toxins"

5. (i) The advert continues:

"Reiki: A Japanese technique for stress reduction and relaxation that also promotes healing..."

(ii) Under Sections 3.1 and 50.1 of the CAP Code, I challenge whether the advertisers can substantiate their claim that Reiki "promotes healing"

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

...and here's my complaint against Susan.

"I write to complain about an advert appearing in "Silsoe News" magazine, August 2010 issue (No. 320), p8.

The advert, for Susan Steedon, promotes her "thermal auricular therapy" treatment.

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

1. The Silsoe News is a magazine distributed to a number of villages in central Bedfordshire.

2. (i) "Thermal auricular therapy" - also known as Hopi Ear Candling - is a treatment in which burning candles are placed inside a patient's ears in the fanciful hope that the burning wax will draw out toxins and have other beneficial effects on the patient's health.

(ii) I have never found any clinical evidence supporting the claims commonly made for this kind of therapy.

3. The advert contains the text:

"Canadian Ear Candle Specialist (Thermal Auricular Therapy) - Provides a heat drawing [sic] effect. Helps with removal of blocked wax, blocked sinuses, Tinnitus, Asthma, Headaches, Sinusitis. Also reduces pressure in the ears when flying..."

4. Under Sections 3.1, 14.3 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 clinical trials conducted on people:

(i) Thermal Auricular Therapy "helps with removal of blocked wax"
(ii) Thermal Auricular Therapy "helps with...blocked sinuses"
(iii) Thermal Auricular Therapy "helps with...Tinnitus"
(iv) Thermal Auricular Therapy "helps with...Asthma"
(v) Thermal Auricular Therapy "helps with...Headaches"
(vi) Thermal Auricular Therapy "helps with...Sinusitis"
(vii) Thermal Auricular Therapy "reduces pressure in the ears when flying"

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