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Product: Health and Beauty
Advertiser: Addison Biological Laboratory Inc.
Medium: Internet (Company Website)
Codes:ASAI Code 6th Edition: 1.6(c), 2.9, 2.22, 2.24, 8.1
The advertisers’ website provided the following information:
“Food intolerance DNA Test 700€
AdisonLab Genetics™ by NEOTECMEDICAL CORPORATION LIMITED™ is the world’s leading provider of DNA and genetics analysis.
Using the most current technologies, Advanced Technology ADNPATENT®analyzes various aspects pertaining to human health. Presently, our lab technicians can analyze DNA and assist individuals to attain better health and longevity through the provision of vital information such as one´s heart health, fat metabolism, and calcium levels.
Now, Adison Lab Genetics™ presents a new Food Intolerances Test through DNA analysis.
• Do you find difficulty in managing your weight with exercise?
• Have you tried many diets only to find that after losing weight you cannot keep the weight off?
• Do you find yourself asking the question, “How can I eat so little yet continue to gain weight??”
• Have you ever been told that there is no solution to your being overweight because it is controlled primary by inherited genetics?
Today, analysis of your DNA through DNAPATENT® can provide you with answers.
Through advanced genetic analysis of the unique DNA found within one’s saliva, our lab technicians can determine which foods are causing a person to gain weight.
Not all foods effect individuals in the same way. Most patients believe fats and carbohydrates are the primary culprit to their being overweight or feeling unhealthy but oftentimes the true cause of being unable to lose weight or feel better is the result of a genetic alteration caused by intolerance to certain foods.
DNAPATENT® helps you to identify the foods and substances which your body cannot tolerate. By eliminating or reducing some of the foods which are harmful to your body type you will be able to better control your weight and health.
This Bio Food Intolerance Test evaluates 6 basic parameters for wellbeing (whereas other laboratories are presently only evaluating two.) Furthermore, this test analyzes genetic incompatibilities for over 600 foods.”
One of the DNA tests on offer by the advertiser specifically referred to :
“DNA ANALYSIS IN ANTI-AGING
Prevent aging and keep your skin healthy”
There was also an area provided on the website for those interested in participating in any of the tests to request their testing kit.
The complainant considered the advertising to be misleading as she said that there was no scientific evidence to support the claim that food intolerances could be detected by DNA analysis. Likewise she said that testing for DNA Analysis in Anti-Aging had never been reported in the scientific community.
The advertisers said that they did not consider their advertising to be misleading as their website contained all the basic information concerning the number of analysed foods, parameters of the tests, sample taking methods, associated pathologies and certifications.
They said that they had never stated that their test detected the particular symptoms caused by the intolerance to a particular food, what they had said was that intolerance to certain foods can cause fluid retention, slow digestion, constipation… thus preventing proper weight loss. They said that weight loss difficulties can be due to other factors other than intolerances and that while not everybody had knowledge of genetics, they were happy to answer any questions by telephone or email which a person may have on their procedures. The test in question they said was the only one certified with an ISO Certificate and this test had also been utilised in the Italian Public Health System for several years.
In relation to their DNA Analysis in Anti-Aging, the advertisers said that intolerance to certain foods can affect the body at a cellular level and generate an increase of free radicals, which in turn can accelerate cellular aging. Therefore, once these foods are removed from the diet this process is avoided.
The advertisers forwarded a report1 to the Authority the subject of which was “Preliminary study project: validate the repeatability diagnostics of the Biotest Lab – Daphne Labe and the reliability of the methodology through metatest technology”. This report included the objectives, purpose, methodology used, and how the results were determined. The advertisers said that they considered this report provided the necessary substantiation for the claims made in their advertising.
1 Campania Region, A.S.L. Napoli 3, Primary Medical Care Department M.n.C, Acupuncture Ambulatory MTC
Dr. Ferdinando Cristiano - Surgeon
The Complaints Committee considered the detail of the complaint and the advertisers’ response. They noted the report the advertisers had forwarded and that in the Summary/Abstract of that report the following notes were included. “Note: The results of the carried out research report data do not have validity for actual detection of any non-physiological conditions and/or pathological ones, cannot be used for diagnostic purposes and do not replace in any way the procedures and tools scientifically validated, but may be helpful to complement a diagnosis. We do not accept any responsibility for its improper advertising, statements or anything that does not correspond to what is explicitly stated.” They did not consider that robust scientific evidence, or the results of practical trials on human subjects, that substantiated the claims had been submitted. In the circumstances the Committee upheld the complaint under Sections 2.22, 2.24, 2.9 and 8.1 of the Code.
The advertising should not be used in the same format again without adequate substantiation for the claims made.