*Kindred Spirit Magazine - extremely irresponsible

The May 2010 issue of Kindred Spirit magazine invites its readers to take out a subscription, and in case that's not tempation enough, generously offer six "free crystals from Dolphin Minerals" into the bargain.

UPDATE, 1 May: ASA report "We have reviewed the claims...and, as the content appears to be in breach of previous ASA adjudications and our established position I have passed the matter to our Compliance team for their attention"

(Image credit)

I think the claims that the magazine make for the crystals are extremely irresponsible.

Let's see what the ASA have to say. (The advert is available here and here.)

"I write to complain about an advert in "Kindred Spirit" magazine (May/June 2010, Issue 104, p68-69).

The advert, for Diamond Publishing, promotes a yearly subscription package for the magazine which includes "six free crystals from Dolphin Minerals".

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) "Some of the healing properties of Rhodochrosite are stimulating circulation and blood pressure, kidneys and reproductive organs."
(ii) Preseli Bluestone "focuses energy to the ear, nose and throat"
(iii) Jet "neutralizes [sic] negative energies, releases stress, and provides Psychic protection and purification"
(iv) Jet "is used in healing to aid the cleansing of the liver and kidneys"
(v) Bronzite "aids the assimilation of iron, and increases the acidity within the body"
(vi) Almandine garnet can be "used to heal skin conditions associated with poor circulation...improve vigor [sic], strength and endurance"
(vii) Almandine garnet can "[stimulate] success in business"
(viii) Tektite "can be used for all autoimmune problems, skin disorders and for draining illnesses"

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

*Balance Crystals - we charge them, then we charge you!

Compiling this blog is terribly tiresome, you know.

UPDATE, 16 Apr: About the three products in the "advertorial", the ASA report "We have now passed these issues to our Compliance team, as the claims being made appear to be in clear breach of previous adjudications published by the ASA".

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So it's quite a relief when magazines like Soul and Spirit put lots of bullshit adverts together in a single "advertorial". No problems with four of the products, but the ASA ought to know about the remaining three.

(The pages referenced in the complaint are available here, here and here.)

"I write to complain about three adverts in a feature marked as an "advertorial" in "Soul & Spirit" magazine (April 2010, page 70-71).

I suspect that the advertorial is in breach of three sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

I have submitted scans of the adverts. I can provide an original copy of the adverts by post, if required.

"STRENGTHEN YOUR AURA" (pyramiddevie.com)

1. The CAP Code, Section 7.1, states "No marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise."

2. Further to my complaint of 11th March, also concerning the "Pyramid de Vie", I challenge whether the before and after "aura photos" featured in the "Soul & Spirit" advert are likely to mislead consumers into believing that the Pyramid de Vie has scientifically-detectable physical effects on the body.

3. A separate advert for the "Pyramid de Vie" appears on page 96 of "Soul & Spirit" magazine.

4. Under Section 14.1, I challenge whether the advertiser holds signed and dated proof, including a contact address, for the testimonials used on page 96.

"CRYSTAL HEALING" (balancecrystals.com)

5. 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."

6. 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..."

7. 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 trials conducted on people:

(i) "Using a Crystal Kit" can "alleviate [the] symptoms" of tiredness, depression or suffering from pain and illness

(ii) The Crystal Kit gives the best chance of recovery from disease

(iii) The Crystal Kit may help with "back pain, low confidence, depression, detox, fertility, energy, hayfever, headache, IBS, meditation, psychic development, relaxation, relationships, stress and many more"

(iv) The Crystal Kit has been charged ready for use

(v) The Company are capable of custom-making a Crystal Kit for particular [medical] problems

"DON'T GO SKULKING AROUND" (unknown company)

8. I challenge whether the advertiser holds documentary evidence to prove the following claim, and I challenge whether the claim is backed by evidence, where appropriate consisting of trials conducted on people:

(i) Crystal Skulls can intensify your clairvoyant and clairaudient abilities

9. I confirm that I have no connections with the advertiser, with 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.

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