Dr Gorania's "homeophatic" clinic (part 2)

Lots of nonsense has been written about online social networking services like Facebook, myspace and Twitter.

Thanks to the most amazing service of all - it's called Google Alerts, by the way - today I bumped into one of my oldest and bestest pals!

(Image credit)

"Dr" Gorania - the irresponsible quack pictured above - was the subject of my first ever ASA complaint nearly a year ago.

I can't tell you how pleased I am that he's still peddling his homeopathic miracle cures. I love writing complaints about him!

On this occasion (advert visible here), the good "doctor" claims he has

"...worked on these principles [of homeopathy] and treated 20,000 patients of lucoderma (vitiligo) and the success rate is very good (excluding those who do not wait for reasonable [sic] time)..."

That's a slightly more modest claim than the one he used last time.

"The success rate is very good - 100%"

With that much success, one might have thought that "Dr" Gorania would be the toast of the medical world. Alas, you won't find his name in any medical journal.

One of the reasons is that "Dr" Gorania isn't actually a doctor - at least, not in the sense of having spent six or seven gruelling years training to earn a degree in medicine. In fact, Gorania doesn't appear to have a degree at all.

It's back to the ASA for my latest complaint. Keep up the good work, "Dr" Gorania!

"I write to complain about an advert appearing in "Spice Business" magazine (Volume 39, Aug-Sep 2010, p24.

The advert, for "Dr" Veja Gorania, promotes his "Homeopathic Clinic" and offers a treatment for vitiligo and numerous other medical problems.

I suspect that the advert may be in breach of several sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code (2010). I enclose a scan of the advert.

1. "Spice Business" is a magazine catering to the Asian restaurant trade.

2. The advert contains the text:

"Homeopathic CLINIC - Patients are highly depressed due to the age old [sic] incurability of white spots. According to the homeopathic school of thinking and philosophy the 'internal causes of the diseases are the same, irrespective of name [sic] of the disease'. Dr Gorania successfully worked on these principles and treated 20,000 patients of lucoderma (vitiligo) and the success rate is very good (excluding those who do not wait for reasonable [sic] time). It proves that if the 'internal cause of any disease is properly diagnosed and correctly treated with the finest precision this [sic] should scientifically respond to practice [sic]'.

Other treatments include: Alocepia, Areatea, Thining [sic] and Falling of hair, Unwanted hair, Balding, Arthritis, Hypertension, Asthma, Eczema, Psoriasis, Colitis, Thyroid Disorder, Tinnitus, Acne, Depression, Sexual problems, Infertility and many more. Patients can be seen at LUTON, LONDON, LEICESTER, BIRMINGHAM and MANCHESTER branches (home visits also available).

Oral medications uproot internal causes - No need for harmful UV light exposure - No hospitalization [sic] - Side benefits - If vitiligo recurs we will treat [sic] free of charge"

3. In January this year (or maybe December 2009?) I submitted a complaint about the same advertiser and a broadly similar advert. You later wrote to tell me:

"...we have already investigated and upheld complaints about this advertiser in the past...I've therefore passed the case to our Compliance team..."

4. Therefore, I again challenge whether the advertiser can substantiate any of the following claims:

(i) Veja Gorania has successfully treated 20,000 patients suffering from vitiligo and has had a "very good" success rate
(ii) Veja Gorania is able to treat any of the named conditions with homeopathy

5. I also challenge whether the following statements are misleading:

(i) The description of Veja Gorania as a "doctor" in the context of claiming to treat many tens of thousands of patients suffering from dozens of medical conditions

(ii) "...internal causes of the diseases are the same, irrespective of name [sic] of the disease"

(iii) "It proves that if the 'internal cause of any disease is properly diagnosed and correctly treated with the finest precision this [sic] should scientifically respond to practice [sic]'"

(iv) "Oral medications uproot internal causes"

6. 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."