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Product: Health & Beauty
Advertiser: UK Direct Shop
ASAI Code 7th Edition: 2.4(c), 4.1, 4.4, 11.1, 11.2, 11.3, 11.4, 11.5, 11.8(b), 11.9, 11.10, 12.14
A leaflet inserted in a newspaper advertising “The Original Copper Heeler” stated:
“90-DAY RISK FREE TRIAL
Put a stop to painful aching joints….
Thousands of delighted customers are now pain free and living normal lives, thanks to the Original Copper Heelers Insoles. Made of pure copper these orthotic insoles provide many health benefits:
Eliminates pain in feet, ankles, legs and knees;
Optimum copper absorption throughout the body, providing drug-free relief;
Takes the pressure off knee joints and reduces strains on the body;
Improves posture and reduces headaches;
Boosts overall health and quality of life.”
THE ORIGINAL COPPER HEELER
1 pair of Original Copper Heelers €47.50
2 pairs of Original Copper Heelers €83.00
BEST OFFER 3 pairs of Original Copper Heelers Save €35.00 €107.50”
Page 1 also featured a picture of a lady holding the insoles with a quote from her stating: “Within six weeks I was totally pain-free.”
Page 3 included an article about a man who claimed he has lost weight wearing the insoles:
“I lost 20 stone thanks to a pair of insoles:
A 31 year-old man has told how he managed to drop an astonishing 20 stone in 18 months – thanks to a new pair of insoles.”
The article featured a ‘Before’ and ‘After’ image of the man to illustrate his weight loss.
The complainant considered that the advertisers were making claims without any medical evidence and that the advertising was preying on the vulnerable as he considered it was an expensive product.
Representatives for the advertisers advised the Executive that the advertisers would not be running the advertising again in its current form and for this reason the advertisers would not be responding to the complaint.
The Complaints Committee considered the detail of the complaint and the comment provided on behalf of the advertisers. While the Committee noted that the advertising in its current form would not be used again, they considered that the advertisers should have been in a position to provide substantiation for the claims made within their advertising. In the absence of the substantiation, the Committee considered that the advertising was in breach of Section 11.1 of the Code.
The claims made within the advertising should not be used in any future advertising unless substantiation can be provided for the claims.