Tiina Lindholm and her 'secret powers of nature'

Tiina Lindholm is, to the best of my knowledge, the first person of Finno-Ugric descent to appear on this blog.

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Tiina describes herself as a "Nordic spiritual healer" and a "Master of Public Health". Whatever the hell that means.

Tiina is also pretty keen on pyramids which she imagines will block electromagnetic (EM) radiation - see this advert if you really want to know more.

ASA complaint already submitted - unless Tiina really can intefere with EM radiation.

"I write to complain about an advert in "Soul and Spirit" magazine (Issue 28, May 2010).

The advert, for Tiina Lindholm, promotes various products and services.

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 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 whether the advertiser holds documentary evidence to prove any of the following claims:

(i) The "Spiritually programmed [sic] Tetrahedron" "breaks ground radiation"
(ii) The "Spiritually programmed Tetrahedron" is "effective within 40 metres"
(iii) The "Spiritually programmed Tetrahedron" maintains "Bio [sic] energy fields" and "cleans"
(iv) The "Spiritually programmed Tetrahedron" blocks "electromagnetic radiation"
(v) The "Spiritually programmed [sic] Quartz granules" "helps[sic] you to stay fit and healthy"
(vi) The "Spiritually programmed Quartz granules" are "effective within 5 metres"

3. The CAP Code, Section 50.1, states "Medical and scientific claims made about beauty and health-related products should be backed by evidence, where appropriate consisting of trials conducted on people..."

4. Under Section 50.1, I challenge whether any of the following claims are backed by evidence, where appropriate consisting of clinical trials conducted on people:

(i) Tiina Lindholm can "help" with "insomnia"
(ii) Tiina Lindholm can "help" with "illnesses"

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

*Kindred Spirit Magazine - Mail-Order Woo

In common with many of the specialist "spiritual" magazines, Kindred Spirit devotes several pages to promote its online mail-order service.

UPDATE, 23 Jun: The ASA have adjudicated on my complaint, and upheld it in full.

UPDATE, 29 Apr: ASA report some of the ads have been passed to their compliance team; namely, the electromagnetic "harmonisers", the "Pyramid de Vie", the "Script Symbol Reiki Necklace", and the "Detox" foot patches (claims of expelling toxins and improving circulation only).

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Of the forty-nine items on offer this month, I reckon at least nine of them breach the ASA's code of practice. (Scans of the relevant pages are available here, here, here and here.)

"I write to complain about an eight-page advertising feature in “Kindred Spirit” magazine (March/April 2010, pages 50-57), which promotes the magazine's online mail-order service, www.kindredspirit.co.uk

I refer here only to the contents of the advert, not to the website. I suspect that the advert makes multiple breaches of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

I confirm that I have no connections to the advertiser or the magazine, and am not involved in legal proceedings with either of them. I confirm that I am happy to be identified as the complainant.

I enclose scans of the relevant pages.

Under sections 3.1 and 50.1 of the code, I challenge whether www.kindredspirit.co.uk hold documentary evidence to prove any of the following claims, and I challenge whether the claims are backed by evidence, where appropriate consisting of trials conducted on people:

Item 1: Electromagnetic Harmonisers for computer or mobile phone

(1) The direct claim that the disc “naturally harmonises emissions from electronics [devices]"

(2) The implied claim that the disc has health benefits for users of electronic devices

Item 15: “Pyramid de Vie”

(4) The claim that the pendant “releases [i.e. reduces] pain, enhances body bio fields [sic]” and “keeps you rejuvenated”

(5) The claim that the pendant contains minerals which are “energy-giving”

Item 16: "Detox Foot Patches"

(6) The claim that by using the patches, "overnight toxins are expelled"

Item 17: "Warm Detox Foot Patches"

(7) The implied claim that the patches are beneficial for people with poor circulation

(8) The direct claim the patches "help soothe aches and pains"

Item 18: "Aqua-Vortex"

(9) The claim that the device can "re-energise water and drinks...by replicating effects found in nature"

Item 19: "Hopi Ear Candles"

(10) The direct claim that Hopi Ear Candles are in any way related to the Hopi (Navajo) tribe of Nevada, USA

(11) The claim that the candles are "helpful for earache and headache, ear noise, stress" and are beneficial for "nasal breathing" and the "sense of smell"

Item 20: "Vega Whole Food Meal Replacement"

(12) Since the manufacturer's website disagrees, the direct claim that a serving contains 24 calories

(13) The implied claim that a typical consumer, who requires 2000-3000 calories a day, can get a "complete meal" from one 24 (or, indeed, 240) calorie serving

(14) The direct claim that a 24 (or, indeed, 240) calorie serving is an "excellent choice for those on a calorie-reduced diet"

Item 21: "Trayner Pinhole Glasses"

(15) The claim that the glasses "improve your eyesight and [help you] learn to see better without glasses", and that "15 minutes will train your eyes and relieve eye strain"

Item 27: "Script Symbol Reiki Necklace"

(16) The claim that the necklace can "promote health and balance"

*Akaija - Bespoke jewellery for the electrosensitive person

The Akaija is a necklace that apparently keeps your "energy biofield strong, even during electro-magnetic attacks". Here it is, modelled by Wim Roskam's lovely girlfriend.

UPDATE, 20th May: ASA write to advise that the advertisers will withdraw the phrase "The Akaija keeps your energy (bio)field strong, even during electro-magnetic attacks, from which especially sensitive people are suffering"

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If, like me, you find that the silver model isn't very attractive, you can impress your woo friends with a 14 carat gold version! I wonder which the ASA will prefer?

"I write to complain about an advert published in Nexus Magazine, Vol. 17, No. 2 (February-March 2010).

The advert, for Wim Roskam, is entitled "Akaija".

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

I believe the advert is in breach of two sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

1. Nexus Magazine is published in the UK "under licence by Nexus Magazine (UK) Ltd". It is available in high street shops like WH Smiths.

2. The February-March 2010 issue (Vol. 17, No. 2, page 71) carried an advert entitled "Akaija".

3. The advert promotes two pieces of jewellery worn as necklaces. One, made of silver, is advertised at €42. Another, made of "14ct gold", is advertised at €168.

4. 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."

5. I challenge whether Wim Roskam holds documentary evidence to prove any of the following claims:

(i) The Akaija necklace keeps your energy (bio)field strong, even during electro-magnetic attacks;

(ii) Some especially sensitive people are suffering from electro-magnetic attacks.

6. The CAP Code, Section 6.1, states "Marketers should not exploit the credulity, lack of knowledge or inexperience of consumers."

7. "Electromagnetic hypersensitivity" is a condition in which some people report adverse symptoms which they believe are caused by exposure to magnetic fields.

8. A recent meta-analysis of the thirty-one studies, published in Psychosomatic Medicine (2005), has found no evidence for an electromagnetic cause of the condition.

"Conclusions: The symptoms described by "electromagnetic hypersensitivity" sufferers can be severe and are sometimes disabling. However, it has proved difficult to show under blind conditions that exposure to EMF can trigger these symptoms. This suggests that "electromagnetic hypersensitivity" is unrelated to the presence of EMF, although more research into this phenomenon is required."

(Rubin, James; J Das Munshi J, Simon Wessely (March-April 2005). "Electromagnetic hypersensitivity: a systematic review of provocation studies". Psychosomatic Medicine 67 (2): 224–32.) http://www.psychosomaticmedicine.org/cgi/content/abstract/67/2/224

9. It is unlikely that a typical consumer is aware of this research. I challenge whether Wim Roskam is exploiting "the credulity, lack of knowledge or inexperience of consumers."

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

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