The Cybertrone - diagnoses cancer by measuring 'energy fields'

The back page of Nexus magazine contains a brazen advertisement for a revolutionary new medical device - the Cybertrone.

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According to its manufacturers, the Cybertrone measures the "energy field of the patient" and thus diagnoses "the causes of illnesses and disturbances" such as "bacteria, viruses, fungi, chemicals, pesticides, metals, hormones, cancer..."

I feel a little sceptical about this claim since, if true, it would be the greatest medical breakthrough for thirty years.

The manufacturer's website assures us the Cybertrone has "proof of therapeutic effectiveness", but omits to mention where I can find it. As ever, I'll let the ASA do the dirty work for me.

"I write to complain about an advert in the UK edition of "Nexus" magazine (April-May 2010, Vol 17, No 3, back page).

The advert, for AussiMed Pty. Ltd, promotes the "Cybertrone" "Quantum-Response-Technology" device.

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 Cybertrone is an electonic device which, according to the manufacturers, measures a patients "energy field" and thus diagnoses a wide range of medical conditions [1].

2. My complaint deals solely with the contents of the advertisement in Nexus magazine.

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

(i) The Cybertrone is capable of a "diagnosis" of any medical condition at all

(ii) The Cybertrone is capable of "testing" any "substance" at all

(iii) The Cybertrone is suitable for "dentistry"

(iv) The Cybertrone is suitable for "veterinary use"

(v) The Cybertrone diagnoses with "high accuracy"

4. I confirm that I have no connections with the advertiser, the magazine, or with the publishing and alternative medicine industries in general. I confirm that I am not involved in legal proceedings with the advertiser or the magazine.

Footnotes:
[1] http://www.cybertrone.eu/EN%20Information.html
"

*Michael Cohen, the 'International expert'

Michael Cohen - founder of the "Raphayad Bioenergy Healing Clinic" - says he "specialises in treating DIFFICULT and DEBILITATING CONDITIONS" - either at his London clinic, or at great distances!

UPDATE, 27 Apr: ASA report "Our compliance team has agreed to take up the case and they will contact the advertiser directly...Please note that they will not be looking into your concerns about the 'difficult and debilitating symptoms' they claim to treat. The ad does not make mention of a specific illness and also does not claim to treat illnesses themselves, merely the symptoms of them, which is not in breach of the CAP Code."

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I'll give Michael the chance to prove it, before I make fun of him.

ASA complaint follows.

"I write to complain about an advert in "Kindred Spirit" magazine (May/June 2010, Issue 104, p75).

The advert, for the Raphayad Bioenergy Healing Clinic, promotes on-site and distance treatment of "difficult and debilitating symptoms".

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. 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..."

3. Under Sections 3.1 and 50.1, I challenge whether the advertiser holds documentary evidence to prove any of the following claims, and I challenge whether the claims are backed by evidence, where appropriate consisting of clinical trials conducted on people:

(i) Joanne Cohen and Michael Cohen can "[treat] DIFFICULT and DEBILITATING symptoms" using their "technique"
(ii) The technique can "access the bioelectromagnetic field to rewire the brain and physical body"
(iii) The technique can be used in "Distance...Treatment"

4. 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."

Barbara Brennan - NASA scientist fallen on hard times

Barbara claims to be a former NASA scientist.

I can't be bothered to find out whether she's telling the truth, but still, I was disturbed by her advert in Kindred Spirit Magazine claiming to teach people to "identify and heal the distortions that lead to disease".

Standard ASA complaint follows.

"I write to complain about an advert in "Kindred Spirit" magazine (May/June 2010, Issue 104, p4).

The advert, for Barbara Brennan School of Healing, promotes a "professional training programme".

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 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) Students on the training programme can learn to "read the Human Energy Field"
(ii) Students on the training programme can learn to "identify and heal the distortions that lead to disease"
(iii) Students on the training programme can learn to "Perform some of the most advanced healing techniques known"
(iv) Students on the training programme can leave it as "amazing healers"

3. 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."

*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."