Malcolm Bloom's food sensitivity test

There are a number of bullshit "food sensitivity" and "vitamin deficiency tests" in circulation.

One of the more infamous is called the Vega Test - it's all hogwash, needless to say - and Malcolm Bloom of the "Ladbroke Clinic" is one of the salesman trying to earn a living from promoting it.

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At the heart of sales pitch is this impressively shiny bit of kit: a Vega Test machine.

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I was recently lucky enough to view a demonstration of the "test".

The credulous client was jabbed in the fingers with a probe attached to the machine. Positioned next to the machine was a small tray full of labelled bottles. Each of the bottles contained a liquid.

During the "test", Bloom inserted one of the bottles into the machine. After a moment or two, the bottle was removed and replaced with the next, and before you could say "Abracadabra!", a comprehensive scan of the client's nutritional deficiencies was complete.

How does it all work? Your guess is as good as mine - it looked a lot like stage magic to me - but according to Bloom's flyer (available here and here),

"By holding a baton and then placing a soft probe on an acupuncture point on the finger the client's energy level is measured and tested to [sic] each of the items. There are NO needles involved or any other invasive procedure..."

I didn't see any invasive procedure on the clients, but their wallets were taking quite a pounding...

"80 FOODS + VITAMIN/MINERAL & DIGESTIVE TESTS £50.00, 29 ADDITIVES 'E' NUMBER TEST £10.00"

What, you might ask, were the clients getting for their money?

"A PROFESSIONAL SERVICE TO TEST FOR FOOD SENSITIVITY, VITAMIN/MINERAL DEFICIENCY & DIGESTIVE ENZYME REQUIREMENTS. THIS MAY HELP IDENTIFY THE ORIGIN OF SOME OF THE FOLLOWING SYPTOMS: FATIGUE - HYPERACTIVITY - ASTHMA - BLOATING - WEIGHT CONTROL - RASHES - ITCHING - HEADACHES - ECZEMA - IBS - LOW ENERGY - MOOD SWINGS - RUNNY NOSE - ARTHRITIS - ADHD - DIARRHOEA - NO NEEDLES - IMMEDIATE RESULTS..."

Here's another ASA complaint. I'd like to know, amongst other things, if the flyer risks discouring essential treatment (despite a carefully-worded disclaimer).

"I write to complain about a flyer I picked up at the "Mind - Body - Soul" exhibition in London on 2nd October this year.

The flyer, for Malcolm Bloom / The Ladbroke Clinic, promotes a "Food Sensitivity Test", a "Digestive System Test" and a "Vitamin and Mineral Test".

I suspect that the flyer may be in breach of three 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 flyer is titled:

"FOOD SENSITIVITY TEST - DIGESTIVE SYSTEM TEST - VITAMIN & MINERAL DEFICIENCY TEST"

2. The text describes the medical conditions for which the "test" may be effective:

"A PROFESSIONAL SERVICE TO TEST FOR FOOD SENSITIVITY, VITAMIN/MINERAL DEFICIENCY & DIGESTIVE ENZYME REQUIREMENTS. THIS MAY HELP IDENTIFY THE ORIGIN OF SOME OF THE FOLLOWING SYPTOMS: FATIGUE - HYPERACTIVITY - ASTHMA - BLOATING - WEIGHT CONTROL - RASHES - ITCHING - HEADACHES - ECZEMA - IBS - LOW ENERGY - MOOD SWINGS - RUNNY NOSE - ARTHRITIS - ADHD - DIARRHOEA - NO NEEDLES - IMMEDIATE RESULTS..."

3. (i) The reverse side of the flyer describes the methodology for the "test":

"By holding a baton and then placing a soft probe on an acupuncture point on the finger the client's energy level is measured and tested to [sic] each of the items..."

(ii) While at the exhibition, I watched a demonstration of the "test".

(iii) The probe was attached a machine, and was in contact with a customer's finger as described in the flyer.

(iv) The tester had a tray full of tiny, labelled bottles, each containing a liquid. One bottle was, for a second two, inserted into the machine. The tester then removed the bottle, and inserted another. When all the bottles had been inserted into the machine, the "test" was complete.

4. The flyer makes further claims of the "test"'s efficacy:

"29 Additives 'E' number sensitiviy [sic] can also be tested...In addition, you can be tested for any deficiency of 30 vitamins and minerals with a comprehensive unique digestive system test...At the end of the test you will be provided with a list of all items you have been tested for, indicating the items you are sensitive to. Also a written guide to remind you of the information that will be [sic] discussed during the test."

5. The flyer makes the following disclaimer:

"The Food Sensitivity Test is a screening test and not a substitute for medical advice when needed. It is not possible to test people who are pregnant or have a pacemaker."

6. Under Section 3.7 of the CAP Code, I challenge whether the advertiser can substantiate any of the following claims:

(i) The "test" is able to "TEST FOR FOOD SENSITIVITY, VITAMIN/MINERAL DEFICIENCY & DIGESTIVE ENZYME REQUIREMENTS"

(ii) The "test" is able to "IDENTIFY THE ORIGIN OF SOME OF THE FOLLOWING SYPTOMS: FATIGUE - HYPERACTIVITY - ASTHMA - BLOATING - WEIGHT CONTROL - RASHES - ITCHING - HEADACHES - ECZEMA - IBS - LOW ENERGY - MOOD SWINGS - RUNNY NOSE - ARTHRITIS - ADHD - DIARRHOEA" with "IMMEDIATE RESULTS"

(iii) "29 Additives 'E' number sensitiviy [sic] can also be tested"

(iv) The "test" is able to identify "any deficiency of 30 vitamins and minerals with a comprehensive unique digestive system test"

7. (i) Under Section 3.1, I challenge whether, despite the disclaimer, the text of the flyer taken as a whole is misleading.

(ii) In a situation where a consumer with symptoms that might suggest "ECZEMA", "ASTHMA", "ARTHRITIS" or perhaps "DIARRHOEA" ought to be consulting their GP, and taking into consideration the disclaimer, under Section 12.2 I challenge whether the flyer may discourage essential treatment.

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