Pearlcium - a "most unique calcium supplement"

Have you been searching high and low for something that "Does not cause calcification [like] most calcium supplements"?

(Image credit)

Then, you've found it!

New Dawn Nutrition - who have already had a brush with the ASA - are offering Pearlcium, a "most unique calcium supplement" which apparently causes "bone mass increase".

Their advert in Nexus Magazine contains a rather pitiful attempt to support the claim with some decidedly unscienfitic evidence. It won't be enough.

My second ASA complaint follows, in which I also whinge about the company's bullshit weight-loss product, "Mandura Trim".

"I write to complain about an advert appearing in "Nexus" magazine (August-Septemeber issue, Vol 17 No 5, p65).

The advert, for New Dawn Nutrition, promotes a weight-loss product and a food supplement.

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

1. (i) The advert contains the text:

"PEARLCIUM Now available in the UK and EU - A most unique calcium supplement...Has been tested via EAV biofeedback, tests consistently positive on people. Contains signal proteins, trace elements, polysaccharides, and of course calcium in a very bio available [sic] form. Does not cause calcification unlike most calcium food supplements..."

(ii) "EAV biofeedback" refers to a pseudoscientific [1] device, "Electroacupuncture according to Voll (EAV)", which is for the most part illegal in the USA [2].

(iii) Under Section 7.1 of the CAP Code, I challenge whether the claim "PEARLCIUM...Has been tested via EAV biofeedback, tests consistently positive on people" is misleading, under Section 6.1 I challenge whether the claim exploits the "lack of knowledge" of consumers, and under Sections 3.1 and 50.1 I challenge whether the claim can be substantiated by documentary evidence, if appropriate consisting of trials conducted on people.

(iv) Under Sections 3.1 and 50.1, I challenge whether the advertisers can substantiate their claim that Pearlcium does "not cause calcification unlike most calcium food supplements..."

2. (i) The advert continues:

"[Pearlcium:] Reports of bone mass increase have been sent to the Pearlcium Company and many other benefits from satisfied users. We make no such claims of course!"

(ii) Under Sections 3.1, 14.1 and 50.1, I challenge whether the claim that Pearlcium increase bone mass can be substantiated.

(iii) Under Section 14.3, I challenge whether the advertisers hold signed and dated proof for these testimonials.

(iii) Notwithstanding the disclaimer "We make no such claims of course", under Section 7.1 I challenge whether the claim is misleading, and under Section 6.1 I challenge whether it exploits the "lack of knowledge of consumers".

3. (i) The advert continues:

"MANDURA TRIM!...An effective, natural weight support product. Safe, steady weight loss combined with sensible eating...It works!"

(ii) Under Sections 3.1 and 51.1, I challenge whether the advertisers can substantiate the claim that Mandura Trim is an "effective, natural weight support product", the claim that users will experience "steady weight loss combined [when combined] with sensible eating", and the claim that "It works!"

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

Footnotes:

[1] http://www.quackwatch.org/01QuackeryRelatedTopics/electro.html
[2] http://www.quackwatch.org/02ConsumerProtection/eav.html
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