Elizabeth Francis and Friends

A year ago the woo magazines were awash with adverts for psychics and tarot readers claiming to be "accurate".

Their numbers are thinner on the ground now, but there are still a few of them buzzing around like irritating little mosquitoes.

(Image credit)

Here are seven "accurate" psychics, starting with the serial offender pictured above, Elizabeth Francis.

ELIZABETH FRANCIS (advert available here)

"I'm writing to complain about an advert in Spirit and Destiny magazine (May 2011, p91).

The advert, for Elizabeth Francis, promotes a psychic telephone service.

1. "Elizabeth Francis - Psychic - Medium - Tarot - Accurate & No-nonsense..."

I'd like to challenge whether the claim that Elizabeth Francis's psychic services are "accurate" is misleading.

I can confirm that I have no connections with the advertiser."

JILLIAN LANE (advert available here)

"I'm writing to complain about an advert in Spirit and Destiny magazine (May 2011, p88).

The advert, for Jillian Lane, promotes a psychic telephone service.

1. "Jillian Lane... President of accurate clairvoyants & psychics..."

I'd like to challenge whether the claim that Jillian Lane is "accurate" is misleading.

I can confirm that I have no connections with the advertiser."

LIVELINES LTD (advert available here)

"I'm writing to complain about an advert in Soul and Spirit magazine (June 2011, p12).

The advert, for LiveLines Ltd, promotes a psychic telephone service.

1. "Finest Clairvoyants - Working with the Angels, my guides & loved ones to give clear & accurate in depth [sic] readings..."

I'd like to challenge whether the claim that the readings are "accurate" is misleading.

2. "Professional Tarot - The proof you will find is by having a full and detailed reading to see how astonishingly precise our readers really are..."

I'd like to challenge whether the claim that the readings are "astonishingly precise" is misleading.

I can confirm that I have no connections with the advertiser."

"MARIA" (advert available here)

"I'm writing to complain about an advert in Spirit and Destiny magazine (May 2011, p92).

The advert, for "Maria", promotes a psychic telephone service.

1. "Maria - Caring, Compassionate, Wise Woman - Natural Psychic... Speak to Maria for Sincere, Personal and Very Accurate Readings..."

I'd like to challenge whether the claim that "Maria"'s psychic readings are "very accurate" is misleading.

I can confirm that I have no connections with the advertiser."

RJ MEDIA (advert available here)

"I'm writing to complain about an advert in Soul and Spirit magazine (June 2011, p86).

The advert, for RJ Media, promotes a psychic telephone service.

1. "Psychic Tarot NEW SERVICE... Genuine Accurate Readings..."

I'd like to challenge whether the claim that the readings are "accurate" is misleading.

I can confirm that I have no connections with the advertiser."

"TRUTH FAIRY" (advert available here)

"I'm writing to complain about an advert in Spirit and Destiny magazine (May 2011, p88).

The advert, for www.truth-fairy.com, promotes a psychic telephone service.

1. "Really shocking! Everything she said was very accurate to the point that I couldn't believe it..."

I'd like to challenge whether the testimonial claim that the service is "very accurate" is misleading.

I can confirm that I have no connections with the advertiser."

PSYCHIC LIGHT (advert available here)

"I'm writing to complain about an advert in Kindred Spirit magazine (Issue 110, May/June 2011, p83).

The advert, for Psychic Light, promotes a psychic telephone service.

1. "Psychic Light - 'KNOW YOUR FUTURE - UNDERSTAND YOUR PAST' - Accurate readings with genuine and gifted psychics..."

I'd like to challenge whether the claim that the advertiser's psychics can provide "Accurate readings" is misleading.

I can confirm that I have no connections with the advertiser."

Michele Knight, psychic and teenage pop sensation

I'm delighted to welcome back Michele Knight - a psychic and an occasional reader of this blog - for her third appearance (see also here and here).

Hi Michele! I like your new look (and I mean that sincerely). Did you model it on teenage pop sensation Rebecca Black?

(Image credit - left, Ark Music Factory; right, Michele Knight)

My previous complaints about Michele Knight have focused on her continual use of the words "accurate" and "accuracy" in her publicity materials.

Sadly, despite two brushes with the ASA, the message doesn't seem to be getting through. Her website promotes a bevy of delusional beauties for whom dozens of claims of psychic "accuracy" are made.

Here comes reminder number three!

"The website promotes a psychic reading service and makes a number of claims for the "accuracy" of its readers. I'd like to challenge whether the advertiser can substantiate her claims that the readers are "accurate".

1. ( http://www.micheleknight.co.uk/psychic-readers/angelique-2127/ )

"A gifted natural psychic clairvoyant who uses Tarot as a tool, Angelique will give you an in-depth and specific reading. She blows clients away with her accuracy."

2. ( http://www.micheleknight.co.uk/psychic-readers/anya-2109/ )

"Anya passed all of her tests with flying colours. She has been undertaking psychic readings for over 20 years and has a real gift that allows her to use her psychic energy to immediately tune in to the issues that surround you with amazing and detailed accuracy"

3. ( http://www.micheleknight.co.uk/psychic-readers/cherriane-2245/ )

"Cherriane was outstanding in her test readings. Cherriane is sensitive and accurate"

4. ( http://www.micheleknight.co.uk/psychic-readers/emma-2273/ )

"She gives astounding astrology and psychic readings in a similar style to my own. She gives accurate, specific insight as well as a deep, intense delve into your very soul!"

5. ( http://www.micheleknight.co.uk/psychic-readers/erin-2233/ )

"Erin is clairaudient and is able to pick up quickly on your ancestors and is able to give accurate readings"

6. ( http://www.micheleknight.co.uk/psychic-readers/jan-lee-2103/ )

"Jan Lee is an exceptional medium who gave me a brilliant test reading including describing every toy I had as a child. She also described very specific things in the childhood of my partner. I found her to be very accurate for me and loved all the details."

7. ( http://www.micheleknight.co.uk/psychic-readers/karen-2225/ )

"Client feedback: The information she gave me about past and current situations was very accurate and she did not need any background information."

8. ( http://www.micheleknight.co.uk/psychic-readers/laura-t-2129/ )

"She is also a medium and can use remote viewing. She immediately gave accurate physical descriptions of my first tester and the important people in her life."

9. ( http://www.micheleknight.co.uk/psychic-readers/linda-2254/ )

"I found her very accurate about what was going on for me – and she was not afraid to give me a push to get on with a few projects in the pipeline that I’ve been neglecting!"

10. ( http://www.micheleknight.co.uk/psychic-readers/martine-2230/ )

"I was so delighted when Martine joined the company as I had been trying to get her on board for three years! She is a stunning psychic who has an amazing ability to hone in without any information and gives you exact details on what is going on. She is brilliant at all types of readings and is shockingly good. Warm, accurate and fab she is clairvoyant, clairsentient and clairaudient."

11. ( http://www.micheleknight.co.uk/psychic-readers/nikki-2118/ )

"Nikki S has always been a popular reader with Michele Knight Psychics. I highly recommend her – she is amazing! She is very accurate"

12. ( http://www.micheleknight.co.uk/psychic-readers/rosemary-2216/ )

"She is a stunning psychic who will blow you away. She is an Aries like me so gives it to you straight. She is accurate"

13. ( http://www.micheleknight.co.uk/psychic-readers/zena-2152/ )

"She is warm, direct, honest and accurate"

I've made some screenshots of the relevant pages, which are available at:
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=B3njamVCMk
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=Wdya2g81oP
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=J1sEJhEzVC
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=TWC0YQa64J
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=R4FYCVB0H5
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=irQnjXOu7j
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=vYoNTVkAHh
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=GN3WrQtDcG
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=MpDIGURd0g
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=cGObyPViIk
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=W7DJTeC6so
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=0rYxWVP4ng
http://leicester.skepticsinthepub.org/FishBarrel/ci.aspx?id=zvYIc14cTv

I can confirm that I have no connections with the advertiser or with the premium rate telephone service industries."

Inbaal and her "accurate" psychic chums

A lot of psychics try to trade on their celebrity connections, or even claim to be celebrities in their own right.

(Image credit)

In the case of Inbaal (pictured above), the claim is arguably true. She has been on the telly quite a bit over the years, and she's a regular feature in all the superstition-promoting magazines I read.

Inbaal claims to be accurate - as do eight other psychics. Today I've contacted the ASA about all of them. Let's see if any of the claims they make are actually true!

I've grouped the nine complaints here, in a single blogpost, so they don't clutter up the sidebar. The complaints are mostly similar, so you might not need to read them all.

Inbaal (advert)

"I write to complain about an advert appearing in "High Spirit" magazine (August issue, p77).

The advert, for "Inbaal", promotes a psychic reading service available face-to-face, on the telephone or by SMS.

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 contains the text:

"INBAAL - Celebrity Psychic - Inbaal has proved the accuracy of her readings many times on TV, Radio and magazines, (including this one [High Spirit Magazine] !)..."

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

3. Under Section 3.1 of the CAP Code, I challenge whether the advertisers can substantiate their claim that "Inbaal"'s psychic readings are accurate.

4. (i) "Inbaal"'s website, www.inbaal.com, gives a complete list of her appearances on TV, radio and in print.

(ii) I have not been able to find any demonstrations, on her site or elsewhere, of "Inbaal"'s psychic abilities which have taken place in controlled, laboratory conditions in which all potential sources of bias, either deliberate or unintentional, have been removed.

5. Therefore, under Section 3.1, I challenge whether the advertisers can substantiate their claim that "Inbaal"'s "accuracy" has been "proved...many times on TV, Radio and magazines"

6. Given that most consumers - very few of whom are trained magicians - are generally ignorant of the controlled experimental conditions required to prove a psychic ability:

(i) Under Section 7.1, I challenge whether the claim is misleading

(ii) Under Section 6.1, I challenge whether the claim "exploit[s] the credulity, lack of knowledge or inexperience of consumers"

7. 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."

Alison's Straight Talk Psychic Services (advert)

"I write to complain about an advert appearing in "Soul and Spirit" magazine (Issue 31, Aug 2010, p91).

The advert, for "Alison's Straight Talk Psychic Services", promotes a telephone psychic reading service.

I suspect that the advert may be in breach of one section 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 contains the text:

"Honest, direct, no nonsense readings. 30 years experience. Complete confidentiality. Excellent accuracy."

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

3. Under Section 3.1 of the CAP Code, I challenge whether the advertisers can substantiate their claim that the psychic readings provided by the service have "excellent accuracy".

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."

Angel Wishing Moon (advert)

"I write to complain about an advert appearing in "Soul and Spirit" magazine (Issue 31, Aug 2010, p90).

The advert, for Angel Wishing Moon Psychics, promotes a telephone psychic reading service.

I suspect that the advert may be in breach of one section 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 contains the text:

"Phenomenally Accurate Clairvoyant Psychics blessed with the gift, guided by spirit and dedicated to helping you with a true psychic reading."

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

3. Under Section 3.1 of the CAP Code, I challenge whether the advertisers can substantiate their claim that the psychics and clairvoyants employed by the service are "phenomenally accurate".

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."

"Crystal" (advert)

"I write to complain about an advert appearing in "High Spirit" magazine (August issue, p80).

The advert, for "Crystal", promotes a telephone psychic reading service.

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. I can provide an original copy of the advert by post, if required.

1. The advert contains the text:

"Crystal Genuine International Clairvoyant Medium. I work with Angels, Extremely accurate and in detail...Free healing with every reading...Absent healing available..."

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

3. Under Section 3.1 of the CAP Code, I challenge whether the advertisers can substantiate their claim that the psychic readings provided by the service are "Extremely accurate".

4. Under Sections 3.1 and 50.1, I challenge whether the advertisers can substantiate any of the following claims:

(i) "Crystal" can provide a "healing with every reading" over the telephone
(ii) "Crystal" can provide "Absent healing" over the telephone

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."

Gifted Psychics London (advert)

"I write to complain about an advert appearing in "Soul and Spirit" magazine (Isuee 31, Aug 2010, p91).

The advert, for Gifted Psychics London, promotes a telephone psychic reading service.

I suspect that the advert may be in breach of one section 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 contains the text:

"GIFTED PSYCHICS...We specialise in providing the best psychic service to our clients. Call now for your helpful and accurate psychic reading."

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

3. Under Section 3.1 of the CAP Code, I challenge whether the advertisers can substantiate their claim that the service provides "accurate psychic readings".

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."

Jessica Griffiths (advert)

"I write to complain about an advert appearing in "High Spirit" magazine (August issue, p80).

The advert, for Jessica Griffiths/"Jessica's Psychic World", promotes a telephone psychic reading service.

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. I can provide an original copy of the advert by post, if required.

1. The advert contains the text:

"Jessica's Psychic World - International Psychic Medium Clairvoyant Councillor [sic]...LOVE RELATIONSHIPS - PSYCHIC WISDOM - TO MANY CELEBRITIES - Amazingly Accuate - From £29 for 20 mins..."

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

3. Under Section 3.1 of the CAP Code, I challenge whether the advertisers can substantiate their claim that the service's psychic readings are "Amazingly Accurate".

4. (i) I have searched for evidence that the psychic featured in the advert, "Jessica", has worked with celebrities. I have found no reports suggesting it might be true (there are, for example, no mentions of the word "celebrities", or any named celebrities, on the service's website.)

(ii) Therefore, under Section 3.1, I challenge whether the advertisers can substantiate their claim that "Jessica" has given readings "TO MANY CELEBRITIES", and under Section 7.1 I challenge whether the phrase "PSYCHIC WISDOM TO MANY CELEBRITIES" is misleading.

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."

Kim Arnold (advert)

"I write to complain about an advert appearing in "Soul and Spirit" magazine (Issue 31, Aug 2010, p93).

The advert, for Pronto/Kim Arnold, promotes a telephone psychic reading service.

I suspect that the advert may be in breach of one section 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 contains the text:

"KIM ARNOLD'S ORACLE LINE... Kim Arnold - renowned Tarot expert and founder of the annual UK tarot Conference has launched the Oracle Line to give the best in accurate psychic readings using some of the best psychics around..."

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

3. Under Section 3.1 of the CAP Code, I challenge whether the advertisers can substantiate their claim that the service provides "accurate psychic readings".

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."

psychicrealm.co.uk (advert)

"I write to complain about an advert appearing in "Soul and Spirit" magazine (Issue 31, Aug 2010, p94).

The advert, for PsychicRealm.co.uk, 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 contains a testimonial, in quotes, as follows:

"Her team of readers are astonishingly accurate - they all give such specific information, i [sic] feel they know me better than I know myself! I'm delighted at what can be achieved"

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

3. Under Section 14.3 of the CAP Code, I challenge whether the advertisers can substantiate the testimonial claim that the psychic readings provided by the service are "astonishingly accurate".

4. Under Section 14.1, I challenge whether the advertisers hold signed and dated proof, including a contact address, for the testimonial.

5. Under Section 14.4, I challenge whether the testimonial is fictional, "presented as though [it is] genuine".

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."

Psychic Sense (advert)

"I write to complain about an advert appearing in "Soul and Spirit" magazine (Issue 31, Aug 2010, p95).

The advert, for PsychicSense, promotes a telephone psychic reading service.

I suspect that the advert may be in breach of one section 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 contains a testimonial claim, in quotes, as follows:

' "A lovely, very fluent, very supportive, and very accurate reader. 10/10"* Heather (Scotland), September 2009'

2. (i) The asterisk refers to more text at the bottom of the advert, which reads

"*See the full testimonial at psychicsense.org"

(ii) In fact, the testimonial available on the advertiser's website is identical to the one in the advert; the text seems to mean "See the full [list of] testimonial[s] at psychicsense.org"

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 Section 14.3 of the CAP Code, I challenge whether the advertisers can substantiate the testimonial claim that at least one of the readers employed by the service is a "very accurate reader".

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."

Russell Grant's fat (pay cheque)

Even my younger readers might know who the portly chap below is.

(Image credit)

Russell Grant (for it is he) was something of an eighties TV icon, breathlessly delivering horoscopes to the nation from his popular slot on morning television.

Russell's star has faded somewhat (Geddit?!??), although he still appears on TV from time to time. His newspaper and magazine adverts, needless to say, are everywhere.

With all those business affairs to run, you'd think Russell had a knack for getting things done. It must be a rare oversight, then, that caused his website to be improperly registered to a non-trading individual!

An advert in this month's Soul & Spirit magazine promotes his telephone psychic reading service.

Several of the employees are claimed to be "accurate". The ASA aren't going to like that!

"I write to complain about an advert appearing in "Soul and Spirit" magazine (Issue 31, Aug 2010, p54).

The advert, for RGA Ltd/Russell Grant, 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's claims consist of a series of profiles on the psychic readers employed by the service, and a set of testimonials from apparently satisfied customers.

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

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

(i) Tanya's readings are "accurate"
(ii) Aristos's readings are accurate, and specifically he is "renowned for his accuracy"
(iii) Pooja "offers intuitive, accurate and precise readings"
(iv) Theos's readings consist of "accurate, pinpointed clear information"

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

(i) "Jo...has proven to me she's the real deal...very accurate"
(ii) "Aristos...you were 100% accurate"

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."

A new wave of "accurate" psychics

A few months ago I submitted an omnibus of complaints to the ASA regarding psychics and their "accurate" readings (all of which are detailed in this blog).

(Paul the Psychic Octopus)

The ASA felt, probably correctly, that the best way to proceed would be to have an adjudication on whether psychics could claim to be "accurate".

Apart from half a dozen that had already been resolved, all but two of my complaints were dropped.

When the ASA Council later adjudicated on those two complaints, they were both upheld in full.

I feel it's time to get the ball rolling again against this menace, so here are four more complaints about "accurate" psychics, all of them advertising in this month's Kindred Spirit magazine.

First, "Lee" the "Gifted Psychic"

"I write to complain about an two adverts appearing in "Kindred Spirit" magazine, Summer 2010 issue (p91, top left, and p94, centre).

The adverts, for Dynmark Ltd, promote a telephone psychic reading service.

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

1. The first advert (p91) contains the text:

"LEE GIFTED PSYCHIC... Relationship Specialist. I don't ask lots of questions, Simply go straight to the point with accuracy and detail".

2. The second advert (p94) contains the text:

"LEE, GIFTED PSYCHIC. Love & relationship reader. Known for the accuracy and detail in his phone readings..."

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

4. Under Section 3.1 of the CAP Code, I challenge whether the advertisers can substantiate their claim that "Lee, Gifted Psychic"'s readings are "accurate".

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."

Next, "Mary Jane".

"I write to complain about an advert appearing in "Kindred Spirit" magazine, Summer 2010 issue, p91 (bottom centre).

The advert, for "Mary Jane", promotes a telephone psychic reading service.

I suspect that the advert may be in breach of one section 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 contains the text:

"MARY JANE NATURAL MEDIUM CLAIRVOYANT & HEALER...I work with the Angelic Realms my Guides, and you're [sic] loved one's [sic] to give clear accurate in-depth readings. I am an honest, genuine and caring person, and do all reading [sic] myself. I don't give false hope only a way forward!"

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

3. Under Section 3.1 of the CAP Code, I challenge whether the advertisers can substantiate their claim that "Mary Jane"'s readings are "accurate".

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."

Next, a "Psychic Tarot" service.

"I write to complain about an advert appearing in "Kindred Spirit" magazine, Summer 2010 issue, p91 (bottom left).

The advert, for Dynmark Ltd, promotes a telephone Tarot/psychic reading service.

I suspect that the advert may be in breach of one section 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 contains the text:

"PSYCHIC TAROT 80p NEW SERVICE...Will it Last? Is it Love? Genuine accurate readings"

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

3. Under Section 3.1 of the CAP Code, I challenge whether the advertisers can substantiate their claim that the service's psychic readings are "accurate".

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."

Finally, an advert for realpsychiclover.com

"I write to complain about an advert appearing in "Kindred Spirit" magazine, Summer 2010 issue, p91 (centre).

The advert, for Infodial/realpsychiclover.com and entitled "You'll know I am the REAL thing", promotes a telephone psychic reading service.

I suspect that the advert may be in breach of one section 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 contains the text:

"YOU'LL KNOW I AM THE REAL THING WHEN I NAME YOUR REAL LOVER? [sic]...I will read your mind and your partners [sic], then tell you if their love is for real, what will happen next, if you will travel, receive money, find new love. What's more I will tell you the one that loves you the most. You will receive names, dates and places, you won't be disappointed."

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

3. Under Section 3.1 of the CAP Code:

(i) I challenge whether the text "I will tell you the one that loves you the most. You will receive names, dates and places, you won't be disappointed" is a claim that the readings are accurate

(ii) I challenge whether the advertisers can substantiate that claim

(iii) I challenge whether the psychics employed by the service can read the mind of the partners of customers who call it

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."

The Famous (but anonymous) American Psychic Reader

This chap (or chapette) claims to be a "Famous American Psychic Reader" who can give "Highly accurate" psychic readings.


I wonder if they have permission to work in the UK, and are paying taxes on their ill-gotten gains?

Anyone who wanted to know could phone the anonymous advertiser on 07551 985271.

As for me, I've contacted Her Majesty's Revenue and Customs to ask politely what they know. I've also fired off another standard complaint to the ASA.

"I write to complain about an advert in the "Luton News" newspaper (March 31st, p3), which promotes the services of an anonymous "Famous American Psychic Reader".

I suspect that the advert is in breach of one section of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

I have submitted a scan of the advert. The advert is towards the top right-hand corner of the page. I can provide an original copy of the advert by post, if required.

1. The CAP Code, Section 3.1, states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."

2. I challenge whether the advertiser holds documentary evidence for the claim that the "Famous American Psychic Reader" can provide "highly accurate" psychic readings.

3. I confirm that I have no connections with the advertiser, with the newspaper, or with the publishing industry in general. I confirm that I am not involved in legal proceedings with the advertiser or the newspaper.

4. I confirm that I am happy to be identified as the complainant."

*Prediction Magazine - also awash with accuracy

Yesterday I submitted a single complaint covering eighteen different advertisements for psychics that litter the pages of Soul and Spirit magazine.

The ASA cynically accepted my willingness to resubmit them all individually. A curse upon them!

I will spare you, dear reader, the necessity of clicking through twenty-six new articles. Here are the edited highlights of today's new ASA complaints, all from Prediction Magazine.

UPDATE, 6th Apr: The ASA report "...we've been looking into your complaints against ads in Prediction...magazine. You may or may not know we've previously investigated and upheld complaints against these types of issues, I've therefore passed the cases to our Compliance team, which will follow it up."

UPDATE, 29 Apr: ASA report "...we have now received a response from Jillian Lane. She has agreed to remove the claim "President of Accurate Clairvoyants & Psychics" from her marketing material..."

UPDATE, 24 May: ASA report "...we have now received a response JJ's Psychic Eyes. They have assured us that the phrase "We are the presidents of accurate Clairvoyants and psychics" will not appear again and, more specifically, they will cease using the word "accurate".

(Image credit)

Jillian Lane (p20, top right)
0800 071 434343 www.jillianlane.org

1. The advert appears to be a mock-up of a five pound note, with Jillian Lane posing as the "President". It does not appear to be the case that Jillian Lane is the President of a real organisation called "Accurate Clairvoyants & Psychics".

2. The CAP Code, Section 3.1, states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."

3. Under Section 3.1, I challenge the phrase "Accurate Clairvoyants & Psychics".

Psychic TV (p28)
www.psychic-tv.com

1. The CAP Code, Section 3.1, states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."

2. Under Section 3.1, I challenge the claim that Anne Scholes is an "accurate psychic".

Elizabeth Francis (p72, top middle)
0906 633 0046 www.elizabethfrancis.com

1. The CAP Code, Section 3.1, states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."

2. Under Section 3.1, I challenge the claim that Elizabeth Francis is "accurate".

JJ's Psychic Eyes (p72, top right)
0800 07102030

1. The CAP Code, Section 3.1, states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."

2. Under Section 3.1, I challenge the claim that JJ's Psychic Eyes are "accurate clairvoyants and psychics".

"Eve" (p72, bottom left)
01942 205 318

1. The CAP Code, Section 3.1, states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."

2. Under Section 3.1, I challenge the claim that Eve provides an "accurate reading".

Psychic Light (p72, bottom right)
0800 138 8845 www.psychiclight.com

1. The CAP Code, Section 3.1, states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."

2. Under Section 3.1, I challenge the claim that Psychic Light offers "Accurate readings [with psychics]".

"Lee" (p73, middle left)
0800 121 6820

1. The CAP Code, Section 3.1, states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."

2. Under Section 3.1, I challenge the claim that Lee offers "accuracy" in his readings.

"Jane" (p73, middle)
07925 164851

1. The CAP Code, Section 3.1, states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."

2. Under Section 3.1, I challenge the advertiser's claim that "because of my accuracy I have lots of repeat callers".

*Soul and Spirit Magazine - awash with accuracy

The "Spirit Guide" section of Soul and Spirit magazine contains numerous adverts for psychics who claim to be "accurate".

UPDATE, 30th Jun: The ASA Council's adjudication has upheld my complaint about Livelines Uk Ltd aka "Trusted Psychics".

UPDATE, 16th Jun: The ASA Council's adjudication has upheld my complaint about Innershanti aka "Prajbot".

UPDATE, 6th Apr: The ASA report "...we've been looking into your complaints against ads in...Soul and Spirit...magazine. You may or may not know we've previously investigated and upheld complaints against these types of issues, I've therefore passed the cases to our Compliance team, which will follow it up."

UPDATE, 28 Apr: About the Tony Hyland advert, the ASA report "...it appears you have a valid point...with a view to acting quickly, we have instructed Tony Hyland to change his ad. We have asked them to remove all reference to the accuracy of readings..."

UPDATE, 1 May: About the Rebecca Emanuel ad, ASA say "She has given us her assurance that she will remove the claim 'for accurate clairvoyancy' and will not use it again'"

UPDATE, 7 May: About the 'Joanne' ad, ASA say "She has given us a formal assurance that she will not use the word 'accuracy' or similar words in her advertising.'

(Image credit)

I'm certainly not going to write a writty emark about each one of them - the ASA are so much better at it, anyway.

(The adverts are available to view here, here, here, here, here, here, here, here, here, here, here and here.)

"I write to complain about a series of adverts in the "Spirit Guide" (classified advert) section of “Soul and Spirit” magazine (April 2010, pages 90-95).

Each of the adverts promotes a telephone psychic reading service and makes an explicit claim of accuracy, which I suspect would be in breach of Sections 3.1 of the CAP Code.

A handful of them use testimonials, which I suspect may be in breach of Sections 14.1 and 14.3 of the CAP Code.

To avoid submitting the same scans several times, I have arranged the adverts here into a single complaint. I am prepared to re-submit individual complaints about each advert, if necessary. I can provide an original copy of the pages by post, if required.

PAGE 90 (top) - "angel wishing moon" (0808 156 6464)

1. Under Section 3.1, I challenge the phrase "Phenomenally accurate clairvoyant mediums..."

PAGE 90 (top) - "Psychic Proof" (www.psychicproof.com)

2. Under Section 3.1, I challenge the phrase "Psychic proof - the Proof Is In The Reading"

PAGE 91 (top) - Anita Therese (01785 247584)

3. Under Section 3.1, I challenge the phrase "...accurate guidance..."

PAGE 91 (top) - Joanne (01389 388426)

4. Under Section 3.1, I challenge the phrase "...renowned for accuracy..."

PAGE 91 (top) - Maria (01424 447855)

5. Under Section 3.1, I challenge the phrase "...Very Accurate Readings"

PAGE 91 (top) - Eve (www.cosmicvibes.co.uk)

6. Under Section 3.1, I challenge the phrase "For a[n]...accurate reading"

PAGE 91 (top) - Lee (0800 121 6820)

7. Under Section 3.1, I challenge the phrase "...with accuracy and detail..."

PAGE 91 (middle) - "Alison's Straight Talk Psychic Services" (www.straighttalkpsychics.com)

8. Under Section 3.1, I challenge the phrase "Excellent accuracy"

PAGE 91 (middle) - "Mary Jane" (01259 720627)

9. Under Section 3.1, I challenge the phrase "...give clear accurate in-depth readings"

PAGE 91 (middle) - "Gail Keenan" (www.gailkeenan.co.uk)

10. Under Section 3.1, I challenge the phrase "Accurate Readings"

PAGE 92 (middle) - "Prabjot" (www.innershanti.com)

11. Under Section 3.1, I challenge the phrase "Accurate...readings"

PAGE 92 (bottom) - "Psychic Sense" (0207 022 4971)

12. Under Sections 3.1, 14.1 and 14.3, I challenge the phrase "...very accurate"

PAGE 93 (top) - "Tony Hyland" (www.tonyhyland.com)

13. Under Section 3.1, I challenge the phrase "the most accurate reading you will ever receive"

PAGE 93 (bottom) - "Psychic Realm" (www.thepsychicrealm.co.uk)

14. Under Section 3.1, 14.1 and 14.3, I challenge the phrase "her team of readers are astonishingly accurate"

15. Under Section 14.1, I challenge whether the advertiser holds signed and dated proof, including a contact address, for the testimonials used.

PAGE 94 (top) - "Susan Angel" (www.angeltarotguidance.com)

16. Under Section 3.1, I challenge the phrase "My readings are...accurate"

PAGE 94 (bottom) - "Trusted Psychics" (0906 368 0005)

17. Under Section 3.1, I challenge the phrase "We give amazingly accurate personal readings..."

PAGE 95 (top) - "Rebecca Emanuel" (01639 830670)

18. Under Section 3.1, I challenge the phrase "for accurate clairvoyancy"

PAGE 95 (medium) - "Eternal Triangle" (www.eternaltriangle.co.uk)

19. Under Section 14.1, I challenge whether the advertiser holds signed and dated proof, including a contact address, for the testimonial used.

20. I confirm that I have no connections with the advertisers, with the magazine, or with the publishing industry in general. I confirm that I am not involved in legal proceedings with the advertisers or the magazine.

21. I confirm that I am happy to be identified as the complainant."

*Michele Knight - six times more accurate than the average psychic

Michele Knight is a successful entrepeneur, the owner of a successful telephone psychic reading service.

(Image credit - Michele on the right)

Michele's double-page ad in this month's Soul and Spirit magazine (available here and here) is full of glowing testimonials. I'd like to know whether Michele has compiled the proper paperwork.

I'd also like to know whether, taken together, the twelve testimonials constitute a claim of "accuracy".

"I write to complain about an advert in “Soul And Spirit" Magazine (April 2010, pages 76-77), which promotes a telephone psychic reading service for Michele Knight Ltd.

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

I have submitted a scan of the advert. I can provide an original copy of the advert by post, if required.

1. The CAP Code, Section 14.1, states "Marketers should hold signed and dated proof, including a contact address, for any testimonial they use. Unless they are genuine opinions taken from a published source, testimonials should be used only with the written permission of those giving them."

2. I challenge whether the advertiser holds signed and dated proof, including a contact address, for each of the twenty-four testimonials appearing in the advert.

3. The CAP Code, Section 3.1, states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."

4. The CAP Code, Section 14.3, states "Testimonials alone do not constitute substantiation and the opinions expressed in them must be supported, where necessary, with independent evidence of their accuracy. Any claims based on a testimonial must conform with the Code."

5. I challenge whether the testimonials, taken together, constitute an implied claim of accuracy (Section 3.1), given that

(i) The words "accurate" or "accurary" appear six times

(ii) The phrase "spot on" appears six times

(iii) The phrases "precise", "he was right" and "she told me things that she could not possibly have known" each appear once

(iv) Under Section 14.1 of the Code, "Testimonials alone do not constitute substantiation"

6. If the testimonials, taken together, do in fact constitute an implied claim of accuary, I challenge whether the advertiser can provide independent evidence of their accuracy (Section 14.3).

7. I challenge (under Section 3.1) whether the advertiser holds documentary evidence to prove the claim that "each [of the readers featured] has been tested by me".

8. I confirm that I have no connections with the advertiser, with the magazine, or with the publishing industry in general. I confirm that I am not involved in legal proceedings with the advertiser or the magazine.

9. I confirm that I am happy to be identified as the complainant."

*Sue Moon - the "amazingly accurate" psychic

In the wake of my recent defeats in the cases of Stephen Holbrook and Sue Hudd, I have been studying carefully the ASA's guidance on psychics and mediums.

Apparently, in order for the ASA to take action, adverts must contain specific claims (of accuracy, for example) - it's not enough that they simply claim to be "psychics".

This lady seems to fit the bill.

UPDATE, 27 Mar: ASA advise "With regards to [Moon Predicitions], we've previously advised against this type of approach and we will therefore pass [this case] to our Compliance department for action."

(Image credit)

My standard ASA complaint, updated to question Sue's claim of "amazing accuracy", follows.

"I write to complain about an advert in “Spirit And Destiny” magazine (April 2010, page 91), which promotes a telephone psychic reading service for Sue Moon of "Moon Predictions".

I suspect that the advert is in breach of one section of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

I have submitted a scan of the advert. The advert is towards the bottom right-hand corner of the page. I can provide an original copy of the advert by post, if required.

1. The CAP Code, Section 3.1, states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."

2. Given that the advert makes no mention of "magic", "illusions" or "for entertainment", and given that the advert makes an explicit claim of accuracy, I challenge whether the advertiser holds documentary evidence for the claim that Moon Predicitions can provide "amazingly accurate personalised psychic readings".

3. I confirm that I have no connections with the advertiser, with the magazine, or with the publishing industry in general. I confirm that I am not involved in legal proceedings with the advertiser or the magazine.

4. I confirm that I am happy to be identified as the complainant."