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Product: Health & Beauty
Advertiser: Aquil Ltd
Medium: Brochures/Leaflets (Press insert)
ASAI Code 7th Edition: 2.4(c), 4.1, 4.4, 4.9, 4.10, 11.1, 11.5, 11.8(a), 11.8(b), 11.10
Page 1 of the advertisement stated the following:
“Get healthy again by detoxifying your body through your feet”
A picture of a human body is shown. Each of the following sections points to a part of the body:
• Stimulates the mind
• Ends migraines
• Decongests the lungs
• Oxygenates the blood
SPLEEN / KIDNEYS
• Stimulates kidneys
• Urinary comfort & diuretic
• Detoxifies joint fluid
• Relieves pain
• Lubricates joints
• Nasal decongestant
• Breathing is easier
• Nervous system improves
• Better memory
• Reduces irritation
• Better digestion
• Boosts erectile function
• Increases libido
FOOT PATCH acts on 137 health conditions!
Look at the scientific test under an Electron Microscope”
Two photographs taken under the microscope showing the ‘Before’ and ‘After’ results are shown. Each had the following displayed beside them:
“Before DETOX FOOT PATCH
Toxins, Uric acid, Ammonia, Heavy Metals, Fat, Pollution”
“After DETOX FOOT PATCH
The drop of sweat is detoxified in one night”
Page 2 of the advertisement stated the following:
“Detox while you sleep!
90-DAY RISK FREE TRIAL
‘My clothes are so much looser and I have so much more energy, thanks to Detox Foot Patches’
Soothes away pain
No side effects
NOW AVAILABLE IN IRELAND
See Press Article Inside >
Detox Foot Patch sucks out up to 2mg of toxins a night!
Detox Foot Patches are truly amazing – detoxing your body of harmful toxins and waste while you sleep! You apply the patch at night time and in the morning simply peel it off to reveal the spectacular results, toxins, heavy metals and waste have been ‘sucked out’ of your body. You’ll know it’s worked if the patch is a brown colour.
Below, there are three photographs showing a foot with the instructions on how to use the product ‘Before’, ‘During’ and ‘After’. Each had the following displayed below them:
Stick the patch on the sole of your foot before you go to bed.
The Detox Foot Patch is best worn overnight while you sleep.
In the morning peel off and reveal the difference. Seeing is believing.”
Page 3 of the advertisement contained the order form,, the information on how to order, ‘90-day RISK FREE trial’ and ‘Buy 1, get 1 FREE TREATMENT’ promotions, and a promotional code.
Two complaints were received regarding the advertisement.
The complainants considered the claims made in the advertising to be misleading.
One complainant considered that the advertising was preying on those who may be ill or of a naïve persuasion.
The advertisers confirmed that there would be no further bookings to promote Foot Patches in Ireland.
The Complaints Committee considered the detail of the complaint and the comment provided by the advertisers.
Issue 1 Upheld.
The Committee noted that the advertising would not be used again, they also noted that no substantiation had been offered for the claims in the advertisement. In the absence of the substantiation, the Committee considered that the advertising was in breach of Sections 4.9, 4.10 and 11.1 of the Code.
Issue 2 Upheld.
The Complaints Committee noted the claims in the advertisement and that substantiation had not been offered for them. They considered that the advertisement could exploit the credulity, inexperience and lack of knowledge of consumers and was therefore in breach of Code section 4.4 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.