Saturday 14 August 2010

Michele Knight, the Queen of Accuracy


This will probably be my last ASA complaint before a new set of advertising codes come into force next month.

I've come to know the current rules like an
old friend. So, with some regret, it's goodbye to Section 3.1, farewell to Section 14.3, and so long to Section 51.8.

I've been saving my final complaint for a
very deserving person. By an astounding non-coincidence, this special person is someone who might actually benefit from an advert which doesn't fall foul of Section 51.8.

Meet Michele Knight!


If her name is familiar, perhaps it's because you remember my earlier ASA complaint about the "accurate" psychics she allegedly employs.

Unfortunately, it was one of the complaints the ASA dropped in order to concentrate on two "test cases", both of which were upheld in full.

In her subsequent adverts Michele has brazenly continued to advertise that her psychics can deliver "accurate" readings. (See the latest one here, here and here.)

Well, perhaps Michele actually possesses documentary evidence, observed in controlled laboratory conditions, that can substantiate her unlikely claims. But my money is on a defence (from here autobiography, which I paraphrase here) that goes something like this:

"Before I employ a new psychic, I ask them to tell me something that they couldn't possibly know..."


I hardly need describe the potential problems with that approach - suffice to say, if I were being interviewed, and having read a few books on stage magic, I would lay serious money on being offered the job!

ASA complaint follows. Thanks for the memories!

"I write to complain about an advert appearing in "Soul and Spirit" magazine (Issue 31, Aug 2010, p72-73).

The advert, for Michele Knight, promotes a telephone psychic reading service.

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

1. The advert includes a series of testimonials attesting to the accuracy of the service's psychic readings.

2. The relevant testimonials consist of the text:

(i) "Honest, straight forward, accurate - Michele is true value for money." (Marie Claire Magazine)

(ii) [About 'Sue C'] "She was so accurate in reading my current situation that it took my breath away. I will definitely book another reading with her in the future. Bea"

(iii) [About 'Steve'] "Steve is an awesome psychic. He didn't ask any questions, was spot on with [his] analysis and his predictions were extremely believable. Jane"

3. The ASA Council has recently ruled (complaint ref. 122556 and 122562) against adverts for psychics whose readings are claimed to be "accurate".

4. Under Sections 3.1, 14.3 and 50.1 of the CAP Code, I challenge whether the advertiser can substantiate any of the following claims:

(i) Michele's psychic readings (as attested by Marie Claire) are "accurate"

(ii) "Sue C"'s psychic readings are "accurate"

(iii) "Steve"'s psychic readings are "spot on"

(iv) Any of the psychics employed by the service are capable of giving "accurate" readings

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


9 comments:

  1. You posted my original response and then on a whim deleted it but I can assure you that the whole point is that the reader is not accepted by what is in the public arena. I suggest you or anyone tries to become a reader after 5 tests with that knowledge. We do not accept about 1 in 100 and our hundred who apply. Our positive feedback it testament to that fact. I agree that there are many people who claim to have positive feedback but are faking it and I suggest you go after them but clearly you have an agenda. This is a shame as you are right there are many rip off artists in this and many places.If your premise is that it is all rubbish there is no room for debate.

    ReplyDelete
  2. PS We can prove every piece of feedback which is a fraction of the daily positive feedback we get.

    ReplyDelete
  3. Trouble translating a psychic ?
    At your wits end with woo wording ?
    Just can't make sense of spiritual speak ?
    You need the PSYCHALATOR !
    Available at a one time only price of £19.99 (plus free packet of Asprin)
    Every skeptical letter writer should have one.

    Fluffet
    Quote:You posted my original response and then on a whim deleted it but I can assure you that the whole point is that the reader is not accepted by what is in the public arena.

    Psychalator says -

    Your deletion of my response has annoyed me because I am unaccustomed to my every syllable not being treated with the awe it deserves. I can assure you my frustration at this will result in several nonsensical sentences by way of explaination.What I was trying to say is what I tell the public of the selection process for readers is not the same as what I actually do when selecting a reader.It's actually a much more random and vague process than that.

    Quote:I suggest you or anyone tries to become a reader after 5 tests with that knowledge.

    Psychaltor says -

    I can't actually tell you what the process is cause its all just made up guff so instead I'll imply its a really hard and rigourous selection process that you would fail.

    Quote:We do not accept about 1 in 100 and our hundred who apply.

    Psychaltor says -

    We do accept all major credit cards and hundreds are happy to give us them.

    Quote:Our positive feedback it testament to that fact

    Psychalor says -

    It's amazing the nice things people say when you tell them things they want to hear.The testaments prove only that fact.

    Quote:I agree that there are many people who claim to have positive feedback but are faking it and I suggest you go after them but clearly you have an agenda.

    Psychaltor says -

    I am a good little psychic I am ,it's those big bad evil ones you should be chasing...why are you picking on little ole genuine me ? See im agreeing with you so I must be genuine.

    Quote:This is a shame as you are right there are many rip off artists in this and many places.

    Psychalator says -

    I'm as annoyed as you about the rip off merchants see....you've got the wrong psychic guv'nor ...and everytime I say this I believe it a little more myself too.

    Quote:If your premise is that it is all rubbish there is no room for debate

    Psychalator says -

    If your premise is that its all rubbish then I'm screwed cause I can't really provide anything substantial to refute that claim so I'll just pretend that its your fault instead.

    ReplyDelete
  4. After visiting her website, if people still want to call, then let the fools the their money be parted. Seriously. Just one look at the website screams "twee nonsense".

    And you don't need a psychic to tell you that. You just need common sense.

    ReplyDelete
  5. I personally have tried reading with many Michelle Knights psychics, and have left several honest feedback on those psychics that are chatting shit, but my feedback never been display...I wonder why???

    ReplyDelete
  6. I think Michele Knight's charges are far too high for the service given. If these so-called genuine psychics are really only in it to help others find their path, then why does it have to be so expensive?? I feel the whole game is a money-spinning exercise, with convenient Michele Knight shop to entice people to pay over the odds prices again. Although there is a Facebook-like service on her site, this again is littered with vulnerable, desperate and exploited souls, clinging to 'facts' given by Michele Knight's and others' psychics. A very clever way to steer more customers towards a Michele Knight psychic reading, lucrative & cunning.....

    ReplyDelete
  7. I've had a few readings from the site, and have been very satisfied with the service they offer. The rates may be high but this is my money and I choose how to spend it, is it really the role of a few militant sceptics to tell me that I shouldn't spend my money this way?

    I'm far from vulnerable or desperate. I'm intelligent, educated to masters level, and I happen to believe that there is a Spiritual side to life and so occasionally, about twice a year, I seek spiritual guidance.

    I grew up in france where magazine adverts sell shampoo claiming to make your hair grow an inch a week. I think in comparison to most countries the UK's advertising regulations are good. But if you want to go after something and make a REAL difference, why not hound the likes of the daily mail and the sun who consistently mislead millions of people a day in to the state of world affairs, and print deeply racist and mysoginistic articles? Stop giving psychics grief, for some people they provide a lot of comfort and reassurance.

    ReplyDelete
  8. I have had several readings with Michele Knight "psychics" and not one has been accurate or anything close to possibly being true. My little toe on my left toe is more psychic. And from now on I will be using my own intuition. I know someone that worked for for Michele Knight and apparently she is NOT a nice person.

    ReplyDelete
  9. I tried her site and to be fair a couple of readers were good, a couple useless. I did not leave feedback either way, as I knew the negatives would not be published. For the poster who mentioned the expense, then to clarify, I knew someone who worked for her and they get a very small percentage, as I recall it was seven pounds for a twenty minute reading.

    ReplyDelete

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