*Barbara Ciereszko and her 'hexagonal water'

Barbara Ciereszko is back with another advert in Nexus magazine (more carefully worded than the last one).

UPDATE, 31 May: ASA write to say they've asked the advertisers to remove the claim "Would you like to transform your tap water into hexagonal water?" and to advertise the product on an "availability only" platform in the future.

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If you didn't know, "hexagonal water" is a stable hexagonal crystalline cluster of water molecules that - errr, doesn't exist. This article thoroughly debunks the idea.

Barbara's sparsely-worded new advert isn't good enough to persuade me not to complain to the ASA. Again.

"I write to complain about an advert in "Nexus" magazine (April-May 2010, Vol 17, No 3, p10).

The advert, for Barbara Ciereszko, promotes a method of turning tap water into "hexagonal water".

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. Water molecules have a tendency to form small groups, called "clusters", due to the hydrogen bonds between them. These clusters exist for just picoseconds.

2. Proponents of "hexagonal water" claim that water can form stable hexagonal crystal structures with special properties. Numerous companies (mainly in America) sell products that claim to utilise these special properties.

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. Under Sections 3.1, I challenge whether the advertiser holds documentary evidence to prove any of the following claims:

(i) "Hexagonal water" actually exists
(ii) The advertiser's product(s) can "transform your tap water into hexagonal water"

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."

*Reg from New Horizons: Ozone technician

Reg, who describes himself as a "Wellness/Oxygen Practicioner", put a classified ad in this month's Kindred Spirit Magazine.

UPDATE, 11 Apr 2012: Reginald Gill was today sentenced to eight years in prison. The full story can be read here.

UPDATE, 16th Jun 2010: The ASA Council's Adjudication has upheld my complaint against A2Z Ozone UK aka New Horizons

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I've never been in any doubt that oxygen is good for my "wellness" - not since the last time I held my breath - but on this occasion, Reg is advertising an ozone-generating device.

"Simple, safe and effective using ozone generation. For drinking, bathing, youthful-looking skin, alkalizing [sic], aids respiration. No replacement parts required, one off payment £90.50 + P&P. Tel: 01267 281161"

I suspect these claims are balderdash, so I knocked off a letter to the ASA.

"I write to complain about an advert in “Kindred Spirit” magazine (March/April 2010, page 93), which promotes a "Water Purifier".

The advert does not disclose the identity of the advertiser; however, I understand that the advertisers are "Reg & Leila (Wellness/Oxygen Practitioners" of New Horizons, Belle Vue Close, Carmarthen, Sir Gaerfyrddin, SA33 6XT [1][2]

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

I have submitted a scan of the advert. The advert is in the bottom-right hand corner of the page, labelled "NEW WATER PURIFIER". 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. I challenge whether the advertiser holds documentary evidence to prove any of the following claims, and I challenge whether the claim is backed by evidence, where appropriate consisting of trials conducted on people:

(i) The water purifier generates ozone
(ii) The water purifier produces "youthful-looking skin"
(iii) The water purifier is capable of "alkalizing" [sic] water
(iv) The water purifier aids respiration

4. Ozone is an irritant affecting the eyes and respiratory system. According to the Canadian Centre for Occupational Health & Safety [3]:

"Even very low concentrations of ozone can be harmful to the upper respiratory tract and the lungs. The severity of injury depends on both by the concentration of ozone and the duration of exposure. Severe and permanent lung injury or death could result from even a very short-term exposure to relatively low concentrations."

5. The CAP Code, Section 2.1, states "All marketing communications should be legal, decent, honest and truthful."

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

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

8. I challenge whether the description of a device, described as a "water purifier" but utilising "ozone generation" can possibly be truthful (section 2.1), whether it exploits the credulity of consumers (section 6.1) and whether it is likely to mislead (section 7.1).

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.

Footnotes:
[1] http://209.85.229.132/custom?q=cache:TMr5-GmLzGMJ:www.aurapublications.co.uk/issues/Aura61web.pdf+01267+281161&cd=1&hl=en&ct=clnk&client=pub-9300639326172081
[2] http://www.brownbook.net/business/31203289/gill
[3] http://www.ccohs.ca/oshanswers/chemicals/chem_profiles/ozone/health_ozo.html

*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"

*Barbara Ciereszko - future Nobel Prize winner

According to her advert in Nexus Magazine, Barbara's plexiglas "P-8.5" plate can strengthen your immune system, remove nitrates from water, and make magnesium appear out of thin air!

UPDATE, 30 Mar: ASA confirm that the advert has been withdrawn.

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I feel guilty submitting a letter to the ASA, rather than to the Nobel Prize Committee directly.

(Note for Marasu Emoto fans: this advert is relevant to your interests!)

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

The advert, for Barbara Jasmyyn Ciereszko, is entitled "WHAT KIND OF WATER DO YOU DRINK?"

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

I suspect that the advert is in breach of three 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 65) carried an advert entitled "WHAT KIND OF WATER DO YOU DRINK?"

3. The advert promoted the "P-8.5 Plate", a "Plexiglas disc" that is used to improve the characteristics of water.

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. 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..."

6. I challenge whether Barbara Jasmyyn Ciereszko holds documentary evidence for any of the following claims, and whether any of the following claims are backed by appropriate evidence consisting of trials conducted on people (where applicable):

(i) The plate creates a specific clockwise rotary field beneficial to all living organisms;

(ii) The plate can transform lifeless water into living water, improving its biological and chemical purity, structuralising and energising it, and raising its pH to approximately 8.5;

(iii) The plate can increase water's energy to 9850 Bovis units;

(iv) Regular drinking of water from the plate can bring the claimed advantages;

(v) The precense of the plate in the room may confer the claimed benefits;

(vii) The photographs taken by Dr Masaru Emoto's "Hado Life Europe" lab are typical of water crystals subjected to the P-8.5 Plate, and do not in fact show whichever crystal (chosen from among thousands) appears to best conform to Dr Emoto's theories.

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

8. I challenge whether the advert exploits the typical consumer's lack of knowledge by using pseudoscientific terms like "Bovis Units", and by using "test reports" which do not appear to have been published in any scientific peer-reviewed journal.

9. 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.

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

*Willard Water - Totally safe (for pets)

Willard Water, according to its UK distributors, "Quality of Life", has several miraculous properties including the revelation that it "tastes just like water".

UPDATE, 4th Mar: ASA report that Quality of Life "have given us their undertaking that they will withdraw the ad and that they will ensure that future ads comply with the CAP Code..." Result!

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I couldn't wait to tell the ASA.

"I write to complain about an advert that appeared in Nexus Magazine, entitled "The Real Willard Water is here in the UK". [here]

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

I can provide a scan of the advert by email, or send an original copy of the advert by post, if required.

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 21) carried an advert for "Quality of Life", of 27 Old Gloucester Street, London WC1N 3XX.

3. Section 2.1 of the CAP code states “2.1 All marketing communications should be legal, decent, honest and truthful.”

4. Section 3.1 of the CAP code 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 any of the following claims are true, and I challenge whether Quality of Life hold documentary evidence to prove any of the following claims:

(i) Willard Water assimilates nutrients;
(ii) Willard Water strengthens the immune system;
(iii) Willard Water increases enzyme activity;
(iv) Willard Water helps digestion;
(v) Willard Water encourages plant growth;
(vi) Willard Water encourages vegetable growth;
(vii) Willard Water treats burns;
(viii) Willard Water has powerful antioxidant properties;
(ix) Willard Water balances conditions in anything living;
(x) One 8oz bottle can make 8 gallons of catalyst altered water.

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

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