The advertisement stated “STOP SMOKING IN ONE HOUR IN BANTRY THIS WEEK Appointments Ph. 087… NOW! YOUR NEW HEALTHY SMOKE FREE LIFE IS JUST A ONE CALL AWAY”.
“STOP SMOKING GUARANTEED!
In the largest clinical study ever undertaken involving 72,000 smokers 'New Scientist Magazine' showed hypnosis to be the most successful system. It showed:
94% quit with Hypnotherapy
30% quit with Deep Breathing
29% quit with Aversion
25% quit with Acupuncture
20% quit with Patches
10% quit Nicotine gum
Prescription drugs showed the following results from European Studies involving 2,000 smokers.
22% Quit with Champix
16% Quit with Zyban
Drugs pose a serious health risk”.
The complainant considered the advertisement to be misleading and considered that the claim quoted by the advertiser in relation to a “94% success rate” lacked substantiation.
The advertisers failed to provide a response to the complaint.
The Complaints Committee considered the detail of the complaint. The Complaints Committee expressed concern at the advertisers’ failure to respond to the complaint. They reminded them that there is an onus on advertisers to ensure that their advertising is in conformity with the Code.
The Committee noted that substantiation for the claim had not been provided. In the absence of a response from the advertiser, the Committee concluded that the advertising was in breach of Sections 3.10, 4.1, 4.4, 4.9, and 4.10 of the Code.
ACTION REQUIRED: The advertisement must not reappear in its current form.