ASA Adjudication on Natures Range Ltd

Ad

A leaflet, for natural remedies, claimed "prostate problems have reached epidemic proportions with over 96% of men over the age of 45 being affected. Normal medical treatments for a Prostate condition are very strong prescription drugs and painful surgery, that often have terrible side-effects like reduced sex drive and impotence! …"

Issue

Cornwall Trading Standards challenged the claim "prostate problems have reached epidemic proportions with over 96% of men over the age of 45 being affected".

CAP Code (Edition 11)

Response

Natures Range did not respond to the ASA's enquiries.

Assessment

Upheld

The ASA was concerned by Natures Ranges lack of response to the ASA and their apparent disregard for the Code, which was a breach of CAP Code clause 2.6 (Non-response). We reminded them of their obligations under the Code and told them to respond promptly in future.

Because Natures Range did not provide us with any substantiation, we considered that they had not supported the claim "prostate problems have reached epidemic proportions with over 96% of men over the age of 45 being affected".

The ad breached CAP Code clauses 2.6 (Non-response), 3.1 (Substantiation), 6.1 (Honesty) and 7.1 (Truthfulness).

Action

We asked CAP to inform its media members of the problem with Natures Range.

Adjudication of the ASA Council (Non-broadcast)