SLW vs His Holiness The Buddha Maitreya (part 2)

Last week at the Mind Body Spirit exhibition, I saw an amazing demonstration of psychic powers.

It shouldn't be surprising that staff at the Buddha Maitreya Soul Therapy Meditation Center [sic] are capable of such feats - after all, their spiritual leader is the living incarnation of the other Buddha.

(Image credit)

As I approached the Center's stall, hoping to snatch one of their flyers, I was accosted by one of the staff.

For some reason, she wasn't at all keen on the idea of allowing me taking one. Odd behaviour for a registered charity, you might think. Did the lady use her psychic abilities to divine that I was an evil sceptic?

Or did she simply spot the 10:23 campaign t-shirt I was cheekily wearing under my jumper?

Whatever the case, her colleagues weren't so alert to the danger, and I was soon in possession of a handout (available here and here) advertising the Center's Buddha Maitreya Etheric Weaver.

Regular readers will already be familiar with this trinket, but for noobs, here's a picture and a deeply moving testimonial.

(Image credit)

"...I wanted to relay to you my experience with the Etheric Weaver in treating a close friend [who was] critically ill... I arrived at his bedside to find him much sicker than I could have imagined -- his heart, lungs, kidneys and liver were all failing. The situation was very grim and it seemed likely that he would not survive. I decided to use the Etheric Weaver... After the first treatment, his condition perceptibly stabilized and then continued to improve within [sic] the next several days. So fast was this recovery, that at the end of seven days he was off heart medications and off the [ventilator]. There were many contributions which promoted the recovery of this individual. Clearly, one of those contributions was the use of the Etheric Weaver... I am a physician who cares for just this type of patient in the Intensive Care Unit at a large university. The recovery of this man was, in a word, miraculous..."

I wonder if a single word of this "testimonial" is actually true? ASA complaint follows!

"I'm writing to complain about a handout for the Buddha Maitreya Soul Therapy Meditation Center [sic], which I picked up from a stall at the 'Mind Body Spirit' exhibition in London on 26th May.

The handout promotes the health benefits of the advertiser's "Buddha Maitreya Etheric Weaver" which, according to the advertisers, can cure critically ill hospital patients.

1. "Testimonial - I wanted to relay to you my experience with the Etheric Weaver in treating a close friend [who was] critically ill... I arrived at his bedside to find him much sicker than I could have imagined -- his heart, lungs, kidneys and liver were all failing. The situation was very grim and it seemed likely that he would not survive. I decided to use the Etheric Weaver... After the first treatment, his condition perceptibly stabilized and then continued to improve within [sic] the next several days. So fast was this recovery, that at the end of seven days he was off heart medications and off the [ventilator]. There were many contributions which promoted the recovery of this individual. Clearly, one of those contributions was the use of the Etheric Weaver... I am a physician who cares for just this type of patient in the Intensive Care Unit at a large university. The recovery of this man was, in a word, miraculous..."

I'd like to challenge whether this testimonial claim is misleading.

I can confirm that I have no connections with the advertiser or with the alternative medicine industry in general."

Gabriele Gad - buy one, get woo free!

Gabriele Gad offers an unusual combination of therapies in her "Three in One" package.

Included in the deal are counselling, some homeopathic nonsense described as "flower essences", and something called "Biodynamic massage".


If by some chance you're not familiar with "Biodynamic Massage", you'll be fascinated to learn that

"Unexpressed emotion can settle down in the body as tension, creating energy blockages and leading to illness. These blockages can be dissolved with certain massage techniques... A stethoscope on the stomach can give an acoustic feedback from within and direct the therapist to where the energy is blocked and to [sic] what is needed to release it."

Can Gabriele's buy one, get two free offer "help you with... asthma... arthritis... repetitive strain injury..."?

ASA complaint follows! (Flyer available here)

"I write to complain about a leaflet I picked up at the CamExpo exhibition in London on 24th October this year.

The leaflet, for Gabriele Gad, promotes a "Three in One Therapy" for a number of named medical problems.

I suspect that the leaflet may be in breach of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP Code). I can provide the original leaflet by post, if necessary.

1. The leaflet offers a "Three in One Therapy", which consists of "Biodynamic massage", "Counselling" and "homeopathic remedies".

2. The "Biodynamic massage" is described thus:

"Unexpressed emotion can settle down in the body as tension, creating energy blockages and leading to illness. These blockages can be dissolved with certain massage techniques... A stethoscope on the stomach can give an acoustic feedback from within and direct the therapist to where the energy is blocked and to [sic] what is needed to release it."

3. Under Section 12.1, I challenge whether the advertiser can substantiate her claim that the "Three in One Therapy" can "help you with" an "illness" such as "asthma", "arthritis" and "repetitive strain injury".

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

The Healing Trust's Magical Fingers

Here are two ASA complaints about the Healing Trust - officially the NFSH Charitable Trust Ltd - a registered charity that promote some kind of magical finger therapy.

(Image credit - scan of the first flyer)

For those of you who can't find the time to read the full text of my missives, here's the general thrust of their arguments:

• Hands-on healing can cure all sorts of medical problems - sort of!
• Hands-on healing is supported by oodles of scientific evidence - more or less!
• Hands-on healing is becoming part of mainstream medicine - probably!
• Hands-on healing is officially recognised by the NHS - only kidding, LOL!
• Anyone can be a Hands-on Healer - oh, and by the way, we're now offering courses in it!

ASA complaints follow!

Flyer #1 (available here and here) and insert (available here and here)

"I write to complain about a leaflet I picked up at the CamExpo exhibition in London on 24th October this year.

The leaflet, for The Healing Trust, promotes hands-on healing.

I suspect that the leaflet may be in breach of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP Code). I can provide the original leaflet by post, if necessary.

1. The Healing Trust, aka the NFSH Charitable Trust Ltd, is a registered charity.

2. The leaflet is titled "What is Spiritual Healing?", and its insert is titled "Healer Membership for Nurses and Medical Professionals".

3. The leaflet itself describes the "healing" technique thus:

"WHAT HAPPENS DURING A HEALING SESSION? Healers work with their hands at a short distance from your body, or sometimes with a light touch... WHAT CAN HEALING DO FOR ME? Healing can be helpful with a wide range of conditions, sometimes to a remarkable degree..."

4. The insert promotes a course for "Nurses and Medical Professionals":

"Healing is a form of complementary therapy which transfers natural universal energy, through the practitioner to the recipient. With a body of scientific evidence supporting its effectiveness, healing not only makes a positive difference to people's experience of illness, but also in dealing with the challenges of life in general... Increasing numbers of our Healer Members are working in GP surgeries, hospital wards, hospices and cancer centres, with medical staff themselves increasingly recognizing [sic] the benefits that healing training can bring, to both work and personal life contexts. Some healers hold remunerated positions within the NHS."

5. I have been unable to identify a single rigorous clinical trial that attests to the efficacy of any form of hands-on healing.

6. Therefore, under Section 12.1 I challenge whether the following claims can be substantiated, and under Section 3.1 I challenge whether they are misleading:

(i) "[Hands-on] Healing can be helpful with a wide range of conditions, sometimes to a remarkable degree..."
(ii) "[Hands-on] Healing... transfers natural universal energy, through the practitioner to the recipient."
(iii) There is a "body of scientific evidence supporting" the "effectiveness" of hands-on healing.

7. Under Section 3.1, I challenge whether the claims that hands-on healing enjoys widespread acceptance in mainstream medicine (namely "GP surgeries, hospital wards, hospices and cancer centres") is misleading.

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

Flyer #2 (available here and here)

"I write to complain about a leaflet I picked up at the CamExpo exhibition in London on 24th October this year.

The leaflet, for The Healing Trust, promotes hands-on healing, for which it makes a number of specific health claims (such as rapid healing of broken bones).

I suspect that the leaflet may be in breach of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP Code). I can provide the original leaflet by post, if necessary.

1. The Healing Trust, aka the NFSH Charitable Trust Ltd, is a registered charity.

2. The leaflet itself describes the "healing" technique thus:

"WHAT HAPPENS DURING A HEALING SESSION? Healers begin each session with their hands on the recipient's shoulders for a few moments, which enables them to attune to the energetic process. Healers then work with hands at a short distance from the body, or sometimes... by light touch..."

3. The leaflet continues:

"ARE PEOPLE JUST IMAGINING THAT HEALING WORKS? It has been suggested many times that the positive effects of healing can simply be attributed to what is generally referred to as the 'Placebo Effect' - because someone believes that they'll get better, then they do.

"Positive attitudes are of course essential for any level of recovery, but there does seem to be more at work than this. People can often experience profound emotional, spiritual and physical benefits regardless of their expectations or belief in the treatment.

"There have been a number of random [sic] controlled scientific trials with plants and seedlings, where healing energy has been shown to produce marked improvement in growth rates. Results of this sort can clearly not be attributed to the Placebo Effect..."

4. The leaflet does not identify any of the "random [sic] controlled scientific trials" the advertisers claim demonstrate the efficacy of hands-on healing.

5. Therefore, under Section 12.1 of the CAP Code, I challenge whether the advertisers can substantiate any of the claims I quote in paragraph 3 by identifying the rigorous clinical trials that show hands-on healing produces health benefits in humans and plants that cannot be attributed to placebo.

6. (i) The leaflet continues:

"The NHS officially recognises a number of complementary therapies including [hands-on] Healing."

(ii) The UK body which "recognises" health treatments was, at the time I picked up the leaflet, the National Institute of Health and Clinical Excellence (NICE) - and not the National Health Service.

(iii) After a search of NICE's website (www.nice.org.uk), I could find no evidence that NICE "recognise" any form of hands-on healing.

(iv) Therefore, under Section 3.1 I challenge whether the claim is misleading.

7. (i) The leaflet continues:

"...clinicians are increasingly recognising that [hands-on healing] can have a role to play in aiding recovery... Healing is increasingly seen as a complement to mainstream medical practice..."

(ii) Under Section 3.1, I challenge whether the advertiser's claim that hands-on healing enjoys widespread acceptance in mainstream medicine is misleading.

8. The leaflet makes a number of specific claims for hands-on healing. Under Section 12.1, I challenge whether the advertisers can substantiate their claims that hands-on healing can "make a significant difference" to "the speed and extent of recovery from serious illness or major surgery...wounds and broken bones can heal more quickly...post [sic] and pre-operative pain and stress are moderated...the side effects of radio and chemotherapy can be radically reduced..."

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

Jyorei Don't Keep Their Promises

Jyorei are a registered charity who practice some kind of pseudo-Japanese finger magic.


A couple of months ago, they were politely instructed by the ASA to stop making a raft of loony claims in their advertising (pictured above).

It seems, alas, that the charity's assurances count for nothing.

This weekend just gone Jyorei were one of the exhibitors at CamExpo in London. The sprightly young female attendants twice handed me, as I passed their stall, a leaflet identical to the one which they earlier promised to stop using. (The leaflet is available here and here.)

ASA complaint follows!

"I write to complain about a leaflet picked up at the CamExpo exhibition in London on 24th October this year.

The flyer, for Jyorei, promotes their "Japanese Spiritual Healing".

I suspect that the flyer may be in breach of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP Code). I can provide the original flyer by post, if necessary.

1. In June 2010 I wrote to you to complain about an identical leaflet from the same advertiser.

2. In September you wrote to tell me the advertisers have "given [you] an assurance that they will amend their leaflet to remove all the contested claims, including 'clearing blockages and cleansing away of toxins', 'a natural healing process', 'the immune system becomes strengthened, which increases the body's ability to recover from physical illness' and 'physical and emotional problems may be relieved or sometimes cured'..."

3. (i) At the CamExpo on 24th October, Jyorei were one of the exhibitors. On at least two occasions when I passed their stall, I was handed a leaflet identical to the one which was the subject of my June complaint.

(ii) (I enclose scans of the leaflet I was handed on 24th October.)

4. Therefore, I again challenge whether the advertisers can substantiate their claims that "Jyorei Japanese Spiritual Healing":

(i) Can clear blockages and cleanse away toxins
(ii) Is a natural healing process
(iii) Strengthens the immune system, which increases the body's ability to recover from physical illness
(iv) Relieves or cures physical and emotional problems

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

SLW vs His Holiness the Buddha Maitreya

It's not every day that I get to lock horns with a God, so keep reading!

(Image credit)

This is His Holiness the Buddha Maitreya who, I am assured, is the American incarnation of the other Buddha.

(You know, the famous one.)

An advert appeared in the summer issue of Kindred Spirit magazine promoting a rather enticing piece of jewellery called the "Etheric Weaver".

It looks like something a Bejoran character in Star Trek would wear on their ears, but according to the advert, it is a "simple tool for personal & planetary healing."

I hope someone at the ASA has a good chuckle when they read my carefully-phrased complaint.

"I write to complain about an advert appearing in "Kindred Spirit" magazine, Summer 2010 issue, p20.

The advert, for the His Highness the Buddha Maitreya, promotes a piece of jewellery called the "Etheric Weaver".

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:

"H.H. Buddha Maitreya's Etheric Weaver...a simple tool for personal & planetary healing...Visit ShambhalaHealingTools.com to view our entire line of personal & planetary healing tools".

2. Under Sections 3.1 and 50.1 of the CAP Code, I challenge whether His Holiness can substantiate His claim that the "Etheric Weaver" is a "tool" capable of "personal and planetary healing".

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."

Barbara Brennan (part 2) - advanced healer

Barbara Brennan - the blonde rocket-woman pictured below - is still trying to fill places at her hands-on healing schools in Austria and the USA.

(Image credit)

The ASA complaint I submitted in April about a related advert was clearly not enough.

Now I'd like to know if she can substantiate her claim that "Barbara Brennan Healing Science" is

"...one of the most advanced energy healing systems available today..."

If true, that would hardly be an amazing discovery, since all the other "energy healing systems" don't work at all!

"I write to complain about an advert appearing in "Kindred Spirit" magazine, Summer 2010 issue, p82.

The advert promotes for the "Barbara Brennan School of Healing Europe".

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. In April, I sumbitted a complaint about a different advert from the same advertiser. I believe it is still under your consideration.

2. The advert which is the subject of this complaint contains a related, but different, medical claim, so I will risk submitting this second complaint.

3. Barbara Brennan is an American healer who promotes her own form of hands-on healing, "Barbara Brennan Healing Science".

4. Under Sections 3.1 and 50.1 of the CAP Code, 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) "Barbara Brennan Healing Science" is "one of the most advanced healing systems available today"

(ii) Barbara Brennan's hands-on healing technique is capable of any kind of healing whatsoever

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."

*Akaija (part 2) - the "healing" necklace

Wim.

Wim, Wim, Wim, Wim. Where did it all go wrong?

UPDATE, 24 Aug: You win this time, Wim! The ASA say the "claims about healing are vague and made in the context of spiritual matters and that the ads make no reference to physical or mental ailments or healing", therefore they think the claim is not misleading.

(Image credit - scan of the K.S. advert)

One of my earlier complaints concerned the rather attractive necklace pictured above.

After some discussion, its creator, Wim Roskam, decided not to repeat his advert. For a while afterwards, the Akaija was marketed fairly.

Alas, Wim is now claiming the Akaija has "healing" properties. I'm almost certain that the claim can't be substantiated - I had suggested an experimental method to find out, but he told me he wasn't keen on the idea - so let's see what the ASA have to say about it. (The adverts can be seen here and here.)

"I write to complain about two adverts promoting the "Akaija", a piece of jewellery worn as a necklace.

The first advert appeared in "Kindred Spirit" magazine, Summer 2010 issue, p20. The second appeared in Nexus magazine, August-September 2010 issue, p68.

The adverts are not identical, but the objectionable claim is, so I have combined them into a single complaint.

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

I enclose scans of both adverts. I can provide original copies of the adverts by post, if required.

1. In February this year, I submitted a complaint about an earlier advert for the same product. In May, you wrote to tell me the advertiser had agreed not to repeat the advert.

2. The adverts which are the subject of this complaint contain a new medical claim which I suspect cannot be substantiated.

3. The first advert states "Unique healing jewellery made in co-creation with the Spirit World".

4. Under Sections 3.1 and 50.1 of the CAP Code, I challenge whether the advertiser can substantiate his claim that the Akaija has "unique healing" properties.

5. The second advert states "It's a healing jewel..."

6. Under Sections 3.1 and 50.1, I challenge whether the advertiser can substantiate his claim that the Akaija is a "healing jewel".

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

*The Tibetan Monks' Painkilling Digipuncture Ring

This page is receiving thousands of visits from people who've received an advert for a "Tibetan" painkilling ring.


If you're reading this, you probably don't want to miss out on what seems like an amazing product, even though you have doubts. So, let me spell it out for you:

The Tibetan Monks' Digipuncture Painkilling Ring is a criminal fraud.

To help you decide who is telling you the truth - me, or the advertisers - let's examine the claims the advert makes.

"...Let me remind you about the result of medical tests: most types of pain can be relieved with this ring...effectiveness proven in clinical tests..."

These claims are not true. No "medical tests" have ever been conducted on the ring, as anyone can easily check for themselves. (Almost all scientific research is available online nowadays, and many medical journals include a "plain English" summary which anyone can understand.)

"Study carried out with 1200 patients suffering from Chronic Pain - the 'Luxembourg Study' "

This claim is not true. No "Luxembourg Study" exists. You won't find any reference to it in any medical journal.

"...works on 127 types of pain..."

This claim is not true. Similar devices have been tested many times before, and not one of them has been able to reduce anyone's pain. Again, the research is available for anyone to read.

"...get your young, toned legs back and keep them like this..."

This claim is not true. There's no evidence to suggest that metal rings can reverse the effects of ageing. Search the medical journals for yourself, if you want to.

"...by improving your blood circulation with digipuncture, you will very quickly and without any medicine be able to [have] good circulation [and a] better memory [which] helps you to think faster..."

This claim is not true. You won't be able to find any research on "digipuncture" because the word was invented by the advertisers in order to sell rings.

"Tibetans confirm that acupuncture carried out with this ring suppresses 127 types of pain"

This claim is not true. The Chinese authorities don't permit Tibetan Monks to conduct scientific research.

"Here are a few pictures from my travels. Look at [all the Tibetans] wearing the painkilling ring!"

This claim is not true. Thousands of genuine photos of Tibetans are available in books, magazines and newspapers. Check them yourself. You won't find any Tibetans wearing one of these rings.

"Clinical tests confirm it... the ring relieves your pain by improving your circulation. Dr Birguite"

Dr Birguite does not exist. All doctors are registered in the countries in which they work and these records are available to the public. You won't find anyone matching this "Dr Birguite" anywhere.

"The Tibetan Ring is excellent because patients can use it so easily as soon as they feel any pain - Dr Waller, Former Professor of Lyon Faculty of Medicine"

Dr Waller does not exist, as you can easily check for yourself by contacting his former employers.

"...7 days before...7 days after..."

These photographs are forgeries. Each pair of photos clearly shows two different people masquerading as one.

"...My vertigo has totally disappeared...This ring gave me great health...I avoided an operation...I lost a stone in 15 days..."

These "satisfied customers" are fictional, as are their testimonials.

"Health Solutions Laboratories"

This organisation does not exist, as you can check for yourself by trying to visit their "laboratory". The organisation behind the scam is actually Intramed, a British company with a long history of defrauding vulnerable consumers.

"30-Day Risk Free Trial With No Obligation"

If you don't like the ring, good luck getting your money back. It is gone forever.

Still not convinced? As a result of my complaint to the UK's Advertising Standards Authority (ASA), the advert was banned. Their adjudication concluded:

"...we had not seen evidence that the testimonials, before and after photos or claims about the ring's provenance were genuine, nor had we seen evidence to substantiate the claims that the product could relieve pain or the symptoms of the conditions mentioned in the ad. We had also not seen evidence to substantiate the weight loss claims"

Noting that ten other adverts by the same company had already been banned, the ASA commented:

"We were also concerned that the ad appeared after IntraMed had given an assurance to [us] that they would no longer advertise in the UK..."

Instead of sending money to criminals, you should consider forwarding the advert you've received to the authorities who will be most interested to hear about it.

In the UK, you should send it to the Advertising Standards Authority. Their address is Mid City Place, 71 High Holborn, London WC1V 6QT.

In the United States, complaints should be sent to the Federal Trade Commission and to your local Better Business Bureau. Canadians should contact their state Consumer Protection Office and their local Better Business Bureau.

In Australia, complaints should be sent to the Australian Competition & Consumer Commission, or your State/Territory consumer protection agency. New Zealanders can complain to the NZ Advertising Standards Authority.

Below you can read details of my original complaint, submitted in October 2010. Most readers should probably skip that part and proceed to the comments at the bottom of the page.

(Image credit - scan of the mailshot)

This morning exciting news arrived with the postman - a "Tibetan Monks' Painkilling Ring".

According to the mailshot, the ring can improve all kinds of pain, including "migraine - tendinitis [sic] - pre operation [sic] - heavy legs - ear infection - vertigo - toothache" and much more besides!

Why should I believe a word of this? Well, according to the advertisers:

"Tibetans confirm that acupuncture carried out with this ring suppresses 127 types of pain"

In case that's not the rock-solid scientific proof you were hoping for, it continues:

"[The ring's] effectiveness is proven in clinical tests"

Alas, I am still struggling to believe any of the claims the advertisers make - not least because no "clinical tests" have ever been conducted on the ring. (If you don't believe me, you can search the medical journals yourself.)

In fact, I'd go so far as to suggest the production of this particular mailshot constitutes a criminal offence here in the UK.

Off to the ASA I go,then. (The leaflets can be seen here, here and here.)

"I write to complain about a mailshot I received this morning from "Health Solutions" (Ville Amphrey, St Martins, GY4 6DT). The mailshot, which contained four leaflets, promotes a "Tibetan Monks' Painkilling Ring".

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

Following the instructions on your website, I enclose the complete mailshot, including the envelope it arrived in.

My complaint is as follows.

Leaflet 1 - "CHASE AWAY YOUR PAIN"

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

(i) The ring "works on 127 types of pain", and its "effectiveness is proven in clinical tests" for "stomach ache - acid stomach - bad digestion - kidney problems - heavy legs - hot feet - pins and needles in the legs - varicose veins - losing weight - cellulite - heavy legs - lumbago - sciatica - joint pains - rheumatism - haemorrhoids - migraines - vertigo - tinnitus - shaking - memory problems - stress, anxiety - tachycardia - insomnia - Pre [sic] operation [pain] - Post [sic] operation [pain]"

(ii) The ring "naturally fight[s] more than 127 types of pain" including "Rheumatism - Joints - Cramps - Sciatica - Haemorrhoids - Migraines - Stomach pain..."

(iii) "The acupuncture points on the 5 fingers of your hand have an immediate and powerful action on your blood circulation"

(iv) "Clinical tests confirm" that "This ring relieves your pain by improving your circulation"

(v) With the Ring, "Oedema, heavy legs and inflammation of the joints disappear"

(vi) "This ring improves blood flow to your brain: Your migraines and vertigo disappear..."

(vii) "This ring makes all of your organs work better, by improving your circulation..."

(viii) The ring causes "your wrinkles [will] go away, your skin clears up..."

Leaflet 1 - back side

(ix) "By improving your blood circulation with digitopuncture, you will very quickly and without any medicine be able to - relieve your pain...get your young, toned legs back and keep them like this...good circulation also giving you better memory and helps you to think faster..."

(x) "Tibetans confirm that acupuncture carried out with this ring suppresses 127 types of pain"

(xi) "From the 1st hour your joints will not be as stiff"

(xii) "[A] Study carried out with 1200 patients suffering from chronic pain" showed the ring improves "Joint pain (3 hours) - Annular migraine (1h) - Aches/Tendinitis [sic] (1h) - Foot pain (3h) - Rheumatism (5h) - Oedema (24h) - Heavy legs (19h) - Varicose veins (72h-7d) - Haemorrhoids (48h) - Night cramps/Pins and Needles (1h) - Acid stomach/stomach cramps (3h) - Stomach ache/period pains (2h) - Ear infection (2h) - Vertigo (1h) - Toothache (2h) - Bags under the eyes (2h) - Tachycardia (1h) - Before an operation - to relax and calm (0.3h) - Post-operation: general pain relief (1h)"

2. Under Section 7.1, I challenge whether the two sets of "before and after" photos are genuine.

3. I challenge whether the testimonial labelled "Slimming - I have lost a stone in 15 days, is this normal?" is in breach of the CAP Code, Sections 2.1, 2.2, 3.1, 6.1, 7.1, 14.1, 14.3, 14.4, 51.1, 51.2, 51.4, 51.8 and 51.9.

4. (i) Under Section 14.1, I challenge whether the advertiser holds signed and dated proof for the remaining five testimonials used and under Section 14.4 I challenge whether the testimonials are fictitious.

(ii) Under Section 14.2, I challenge whether the advertiser can substantiate the claims made in the remaining five testimonials.

5. For the leaflet as a whole:

(i) Under Section 2.1, I challenge whether the leaflet is "honest and truthful"

(ii) Under Section 2.2, I challenge whether the leaflet has been "prepared with a sense of responsibility to consumers and to society"

(iii) Under Section 6.1, I challenge whether the leaflet "exploit[s] the credulity, lack of knowledge or inexperience of consumers", particularly vulnerable groups such as the elderly

(iv) Under Section 7.1, I challenge whether the leaflet is misleading

Leaflet 2 - "Here are a few pictures from my travels"

6. Under Section 7.1, I challenge whether the leaflet misleadingly implies that ordinary Tibetans wear the ring, that the ring dates from 1000 B.C, and that "Today this treatment is recommended by the best British Doctors".

7. Under Section 7.1, I challenge whether the claims of "Doctor Waller" are misleading, under Section 14.3 I challenge whether the claims can be substantiated, and under Section 14.4 I challenge whether the testimonial is fictional.
Leaflet 3 - "The Tibet Monk's painkilling ring"

8. Under Section 3.1, I challenge whether the advertisers can substantiate their claim that "For more than 3000 years, Tibetan monks have eased their pains with this ring"

Leaflet 4 - “Risk Free – Don't suffer any longer...”

9. Since this leaflet repeats many of the claims of the first, I simply challenge whether any of the medical claims it makes can be substantiated, whether any of the “before and after” photos are genuine, and whether the testimonials are fictitious.

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

*'Jyorei' - Japanese Spiritual Healing

One of the odder sights at this year's Mind, Body, Wallet festival in London was a slightly comical form of "Japanese Spiritual Healing" called Jyorei.

UPDATE, 1 Sep: The ASA have written to me. They say the advertisers have "given [them] an assurance that they will amend their leaflet to remove all the contested claims, including 'clearing blockages and cleansing away of toxins', 'a natural healing process', 'the immune system becomes strengthened, which increases the body's ability to recover from physical illness' and 'physical and emotional problems may be relieved or sometimes cured'..."

(Image credit)

Shinji Shumei-kai UK is a registered charity which offers the healing - in return for a donation, of course. I wonder how the money is spent?

The Charity Commission can't tell me, unfortunately, because Shinji Shumei-kai's accounts are (as of today) 136 days overdue.

I was pleased to take home one of the charity's flyers (available here and here). The flyers boast that, by using Jyorei, "Physical...problems may be relieved or sometimes cured completely".

Oddly, I can find no clinical evidence for these claims. ASA complaint follows.

I write to complain about a flyer I picked up at the "Mind, Body & Spirit" festival, in London, in May this year.

The flyer, for Shinji Shumei-kai Uk, promotes "Jyorei", a form of "Japanese Spiritual Healing".

I suspect that the flyer may be in breach of two sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code. I can provide the original flyer by post, if necessary.

1. Shinji Shumeikai Uk is a registered charity (no. 1051493) with a history of failing to submit its accounts on time [1].

2. "Jyorei" is a form of spiritual healing developed in the 1930s[2], not to be confused with the Japanese social health insurance system of the 19th Century.

3. I have been unable to find any clinical evidence for the efficacy of "Jyorei" spiritual healing on the PubMed website or elsewhere.

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

(i) The practice of Jyorei causes "Divine Light" to flow through the body, thus "cleansing away toxins"
(ii) "Jyorei also promotes a natural healing process...The immune system becomes strengthened, which increases the body's ability to recover from physical illnesses"
(iii) By using Jyorei, "Physical...problems may be relieved or sometimes cured completely"
(iv) Jyorei is a form of "powerful...healing"

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

Footnotes:
[1] http://www.charity-commission.gov.uk/SHOWCHARITY/RegisterOfCharities/CharityWithoutPartB.aspx?RegisteredCharityNumber=1051493&SubsidiaryNumber=0
[2] http://www.shumei.org/jyorei/jyorei_00.html
"

*Innersound - intriguing the Prince of Wales

Qi is the mysterious life-force beloved of oriental quackery, and Innersound is a company trying to make a few quid promoting it.

If you think you recognise the handsome devil pictured here, who (according to the website) is "intrigued by Innersound Qi Treatment", you're right - it's none other than His Royal Highness the Dimwit of Wales!

UPDATE, 25 Aug: ASA write to confirm the advertisers have "agreed to remove the references to medical conditions from their leaflet".

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According to their flyer (available here and here), "Chunsoo Qi Treatment is given by Qi Masters who press energy points on the body whilst using a natural breathing technique to transmit energy."

This miraculous therapy "can help your...Anxiety, Depression, Digestive Disorders, Fatigue, Insomnia, Migraine, Muscular Tension, Pain, PMT, RSI, Sports Injuries, Stress and many more."

Quite an impressive list! I hope they have the dox to prove it. ASA complaint follows.

"I write to complain about a flyer I picked up at the "Mind, Body & Spirit" festival, in London, in May this year.

The flyer, for Innersound, promotes the "Qi Treatment" of healing.

I suspect that the flyer may be in breach of two sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code. I can provide the original flyer by post, if necessary.

1. "Qi" (or "Chi") is the traditional Chinese vitalist concept of a life force.

2. There is no reliable scientific evidence that shows Qi actually exists. Edzard Ernst, professor or Complementary Medicine at Exeter University, has written:

“Concepts such as the qi of Chinese traditional medicine are myths which enjoy the same status as religious faiths. Believers cling to the myth despite the evidence, reinterpret the myth to suit the evidence, or lie about the evidence to support the myth.” [1]

3. The flyer makes various claims about the efficacy of "Qi Treatment", in which "Qi Masters...press energy points on the body whilst using a natural breathing technique to transmit energy..."

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

(i) Qi Treatment can "help" with "Depression"
(ii) Qi Treatment can "help" with "Digestive Disorders"
(iii) Qi Treatment can "help" with "Insomnia"
(iv) Qi Treatment can "help" with "Migraine[s]"
(v) Qi Treatment can "help" with "P[re]-M[enstrual] T[ension]"
(vi) Qi Treatment can "help" with "R[epetitive] S[train] I[njury]"
(vii) Qi Treatment can "help" with "Sports Injuries"

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

Footnotes:
[1] Ernst, "Healing, Hype, or Harm?: A Critical Analysis of Complementary or Alternative Medicine" (pub. 2008), ISBN 978-1845401184. Quoted on http://www.sciencebasedmedicine.org/?p=375
"

Usui Reiki system of "natural healing"

Looking through the list of past ASA adjudications, I was quite astonished to find that Reiki, the quasi-mystical system of Japanese hands-on healing, didn't feature in any of them.

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Luckily, the Reiki Centre - also known as Hjalmar Jonsson, of East Grinstead, West Sussex - has produced a brochure which has fallen into my hands (available here and here).

Hjalmar makes various odd claims, from the oft-repeated one that reiki is an ancient healing practice (it was actually invented in the 1920s), to the thoroughly irresponsible claim that reiki can "[treat] any dis-ease, even chronic ailments".

ASA complaint follows.

"I write to complain about a flyer I picked up at the "Mind, Body & Spirit" festival, in London, in May this year.

The flyer, for the "Reiki Centre", promotes the "Usui [Reiki] System of Natural Healing".

I suspect that the flyer may be in breach of seven sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code. I can provide the original flyer by post, if necessary.

1. "Usui Reiki" is a form of hands-on healing developed in Japan in the 1920s [1].

2. According to a 2008 Systematic Review [2], "Effects of reiki in clinical practice: a systematic review of randomised clinical trials":

"In conclusion, the evidence is insufficient to suggest that reiki is an effective treatment for any condition. Therefore the value of reiki remains unproven."

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

(i) Reiki is "an ancient form of healing" which "spread through Tibet, China and India a few thousand years ago"
(ii) A Reiki treatment "[activates] the body's natural ability to heal itself" and "increases the body's ability to heal itself"
(iii) Reiki "[releases] blocked energies" and "[cleanses] the body of toxins"
(iv) Reiki can "[treat] any dis-ease, even chronic ailments"
(v) Reiki "will complement and increase the effectiveness of other kinds of natural treatment and medication"
(vi) Reiki can be used to "heal plants" and "animals"
(vii) Reiki treatments are effective when used as "absent or distant healing"
(viii) The practice of Reiki "enhances and increases your natural ability to heal"
(ix) In order to "channel Reiki" it is necessary to "attend a First Degree Reiki course", after which "you will be able to channel the healing energy to those who wish to receive it"

4. Under Section 6.1, I challenge whether the flyer's claims "exploit the credulity, lack of knowledge or inexperience of consumers", who cannot reasonably be expected to be aware of the 2008 Systematic Review [2].

5. (i) According to The Royal College of Veterinary Science:

"The Veterinary Surgeons Act 1966 (Section 19) provides, subject to a number of exceptions, that only registered members of the Royal College of Veterinary Surgeons may practise veterinary surgery. 'Veterinary surgery' is defined within the Act as encompassing the 'art and science of veterinary surgery and medicine' which includes the diagnosis of diseases and injuries in animals, tests performed on animals for diagnostic purposes, advice based upon a diagnosis and surgical operations which may not necessarily form part of a treatment. These restrictions are in the interests of ensuring that animals are treated only by people qualified to do so." [3]

(ii) The flyer claims that Reiki can be used to "heal...animals".

(iii) Therefore, under Section 2.1 of the CAP Code, I challenge whether the flyer is "legal, decent, honest and truthful".

(iv) Under Section 2.2, I challenge whether the flyer has been "prepared with a sense of responsibility to consumers and to society".

(v) Under Section 4.1, I challenge whether the flyer is legal, and whether it may incite consumers to break the law.

(vi) Under Section 6.1, I challenge whether the flyer exploits the "credulity, lack of knowledge or inexperience of consumers" by not mentioning that, under the Act, only registered veterinarians can treat animals.

(vii) Under Section 7.1, I challenge whether the flyer is likely to mislead by omission of any mention of the Veterinary Surgeons Act 1966.

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

Footnotes
[1] http://www.reikiassociation.org.uk/3.html
[2] Lee, MS; Pittler, MH; Ernst, E (2008). "Effects of Reiki in clinical practice: a systematic review of randomized clinical trials". International Journal of Clinical Practice 62 (6): 947. doi:10.1111/j.1742-1241.2008.01729.
[3] http://www.rcvs.org.uk/Templates/Internal.asp?NodeID=92572&int2ndParentNodeID=89737&int1stParentNodeID=89642#students
"

Magic Wand Company - Wand away the pain in minutes!

This charming couple are Nina and Jerry, distributors of the Magic Wand, an amazing pain-relief device that relies on the "Zero Point Energy Field" and "Nano Technology" [sic].

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Their advertisement mentions that the Magic Wand can be used on animals.

Unfortunately, because of the Veterinary Surgeons Act 1966, it's illegal for anyone except vets (and a few related groups) to "treat" animals for any reason at all.

Conveniently, Nina and Jerry have forgotten to mention this fact - let's hope that no-one buys their device hoping to use it on their beloved pet's aching paws.

Here is my complaint to the ASA.

"I write to complain about a flyer I picked up at the "Mind, Body & Spirit" festival, in London, in May this year.

The flyer promotes the "Magic Wand", a pain-relief device.

I suspect that the flyer may be in breach of seven sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code. I can provide the original flyer by post, if necessary.

1. The "Magic Wand" is a pen-sized device, which the flyer claims relies on the "Zero Point Energy Field" and "Nano Technology", despite the claim that it "Doesn't Need Power".

2. Physicists use the term "Zero Point Energy" to describe the theoretical lowest energy state of a quantum mechanical system, and "Zero Point Energy Field" to describe the field associated with it [1].

3. After searches on PubMed and elsewhere, I have not been able to find any clinical trials relating to this device.

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

(i) The Magic Wand causes "[pain] Relief in Minutes"
(ii) With the Magic Wand, you can "Wand Away Your Pain in Minutes"
(iii) The Magic Wand "Energizes [sic] Food" and "Energizes Water"
(iv) With the Magic Wand, "Wine Tastes Smoother" and "Lemons Taste Sweeter"

5. (i) According to The Royal College of Veterinary Science:

"The Veterinary Surgeons Act 1966 (Section 19) provides, subject to a number of exceptions, that only registered members of the Royal College of Veterinary Surgeons may practise veterinary surgery. 'Veterinary surgery' is defined within the Act as encompassing the 'art and science of veterinary surgery and medicine' which includes the diagnosis of diseases and injuries in animals, tests performed on animals for diagnostic purposes, advice based upon a diagnosis and surgical operations which may not necessarily form part of a treatment. These restrictions are in the interests of ensuring that animals are treated only by people qualified to do so." [2]

(ii) The flyer claims that the Magic Wand can be "Use[d] on Animals".

(iii) Therefore, under Section 2.1 of the CAP Code, I challenge whether the flyer is "legal, decent, honest and truthful".

(iv) Under Section 2.2, I challenge whether the flyer has been "prepared with a sense of responsibility to consumers and to society".

(v) Under Section 4.1, I challenge whether the flyer is legal, and whether it may incite consumers to break the law.

(vi) Under Section 6.1, I challenge whether the flyer exploits the "credulity, lack of knowledge or inexperience of consumers" by not mentioning that, under the Act, only registered veterinarians can treat animals.

(vii) Under Section 7.1, I challenge whether the flyer is likely to mislead by omission of any mention of the Veterinary Surgeons Act 1966.

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

Footnotes:
[1] Matt Visser, "What is the 'zero-point energy' (or 'vacuum energy') in quantum physics?", Scientific American Magazine, August 18, 1997 (http://homepages.mcs.vuw.ac.nz/~visser/general.shtml#what-zpe)

[2] http://www.rcvs.org.uk/Templates/Internal.asp?NodeID=92572&int2ndParentNodeID=89737&int1stParentNodeID=89642#students
"