Advertising Standards Authority Adjudication on IntraMed Ltd

Ad

A magazine ad was headlined “Let the balancing forces of The Healing Bracelet create good health and harmony in your body”. Text stated “KEEP FIT AND HEALTHY AND WEAR THE HEALING BRACELET For thousands of years Oriental doctors have treated illness and disease by balancing the flow of inner energy. Now modern science has produced a permanent way to regulate this energy with The Healing Bracelet. Wear it on your wrist to correct the energy balances within your body. You cannot ignore the success of Oriental Healing … just because [Chinese healing methods] are not accepted here, does not mean they are not effective … The Healing Bracelet is designed to … promote the maintenance of a fit and healthy body … It works by discharging excessive negative or positive ions from the body rather like a lightning conductor. Any difference in flow of negative or positive energy will be balanced by the ‘shorting out’ effect of the magnetised bracelet … Lead a healthier life by wearing The Healing Bracelet … Problems relating to circulation, heart, lungs, etc., – are controlled by the left wrist (Health). Problems relating to the nervous system, depression, asthma, nervousness, etc., – are controlled by the right wrist (Harmony)“. Two boxes stated “HEALTH LEFT WRIST HEART LUNGS BLOOD TIREDNESS ENERGY COMPLEXION” and “HARMONY RIGHT WRIST NERVES DEPRESSION FATIGUE HEADACHES INSOMNIA RHEUMATIC PAINS”.

Issue

1.  The complainant challenged whether the efficacy claims for the product, and in particular the claim “Lead a healthier life by wearing The Healing Bracelet” were misleading and whether they could be substantiated.

 

2.  The ASA challenged whether the ad was irresponsible, because it might discourage readers from seeking essential medical advice about serious medical conditions such as depression, asthma and heart and lung conditions.

CAP Code (Edition 11)

Response

IntraMed said it was the first time they had run the ad and they had no intention of doing so again.  They disagreed that the bracelet was a medical device, but said that if they did work with the ad in future they would consult the CAP Copy Advice team for help.

Assessment

1. & 2. Upheld

The ASA noted IntraMed had previously given an assurance to CAP that they were no longer advertising in the UK and we were concerned that the ad had appeared after that assurance had been given.  We also noted we had not seen evidence to show that the product worked to promote health and correct energy balances as claimed.  We noted, furthermore, the ad referred to serious medical conditions, and considered that the references to ailments such as depression and asthma might discourage readers from seeking help from a suitably qualified medical practitioner by implying that the product had curative effects.  We concluded that the ad made unsubstantiated efficacy claims and that it was irresponsible, because it could discourage consumers from seeking essential treatment for serious or prolonged medical conditions.

 

The ad breached CAP Code clauses 2.2 (Social responsibility), 3.1 (Substantiation), 7.1, 7.2 (Truthfulness), 50.1 and 50.3 (Health & beauty products and therapies).

Action

The ad must not appear again in its current form.  We asked CAP to inform its media members of the problem with IntraMed.

This page was posted on June 03, 2014.