Advertising Standards Authority Adjudication
May 1999
Allergy Testing Service
27 Bridge Street
Newton-le-Willows
Merseyside
WA12 9BE
Complaint:
Allergycare objected to a leaflet that was headlined "Allergy
Testing Service. Are you suffering from: Headaches/Migraine, Overweight,
Tired-ness, Bloating, IBS (Irritable Bowel Syndrome), Skin Rashes, Arthritis,
PMT. Our qualified testers are here to help you." It continued by advertising
another Bio Resonance Therapy (BRT) test, which measured and replicated the
patient's body's electro-magnetic ascillations. The leaflet stated "A
small group of people may require desensitisation to certain foods including
wheat, milk and yeast, or toxins such as mercury. The Bicom can help desensitise
the body to these substances and their effects. As well as helping numerous
medical conditions such as arthritis, chronic fatigue and irritable bowel
syndrome we can also help improve sports performance and general fitness." The
complainants challenged whether:
1. the advertisers could substantiate the efficacy of the Bicom; and
2. the advertisement should include references to serious conditions such
as arthritis and migraines.
(3.1, 7.1, 50.1, 50.2)
Adjudication:
1. Complaint upheld
The advertisers provided: copies of newspaper articles on the Bicom Bio-Resonance
Therapy (BRT); the manufacturers' guidelines and directions for use; letters
from satisfied customers; two books that outlined the theory behind BRT;
and a compendium of papers on the effects of electromagnetic waves on humans
and animals. The advertisers said they would remove the references to Bicom
therapy from future advertisements and would instead promote nutrition, diet
and lifestyle changes to improve general health. The Authority welcomed the
advertisers' changes but noted it had not seen substantiation to show that
the Bicom worked, either generally or on the conditions listed. Because the
advertisers had not demonstrated the efficacy of the test, the Authority
asked the advertisers to take copy advice before advertising again.
2. Complaint upheld
The advertisers did not respond to this complaint in writing. The Authority
was concerned that readers might infer from the advertisement that the
advertisers could identify and treat serious medical conditions such as
migraine and arthritis without the need to seek medical advice. It told
the advertisers not to refer to serious medical conditions in their advertisements
in future
This article was posted on March 19, 2008..