ASA Adjudication on Passion TV

Ad

An ad for the Faith Fertility Clinics showed a couple looking at a pregnancy testing stick window and the woman said “Watch this, it’s coming, it’s coming now”. A close-up of the pregnancy stick window said “not pregnant”. The woman dropped the stick and the couple looked upset and the man then hugged the woman to comfort her. Large superimposed text stated “Miscarriage! Fibroids! Polycystic Ovaries! Infertility! Impotence!” The voice-over said “Have you been told you cannot have a baby? Have you been trying for a baby without success? Are you believing in God for your own child?” The Faith Clinics’ logo appeared. Mrs Veronica Anusionwu, Author and Founder Faith Clinics said “At the North Waddon healing ministry’s faith clinics we have made it easy, hassle-free, quick and reliable for you to put your trust in God’s work to overcome all these problems.” On-screen text listed: “Miscarriage! Fibroids! Impotence! Infertility! Polycystic ovaries!” Mrs Helen Payne said “for many years my husband and I tried to have a baby. The doctors said the only way I could conceive was through IVF. Then I started attending the faith clinic, believing in God for my miracle. I conceived naturally and today I have a lovely beautiful girl, Kelly.” During her testimonial, an on-screen caption stated “True-Life Testimony!” Mrs Veronica Anusionwu said “If you agree with me that it’s time for your change, call us on the numbers displayed on the screen today. You will be glad you did. God Bless you.” The ad featured the covers of two books, one entitled “Who said you are too old to conceive” and the other, “Woman you are not infertile”.

Issue

Monitoring staff challenged whether:

1. The ad implied that a medical consultation or surgical operation was not necessary for sufferers of miscarriage, fibroids, polycystic ovaries, infertility and impotence;

2. the ad implied that attending the Faith Clinics would result in a cure for sufferers of fibroids, polycystic ovaries, infertility and impotence and whether evidence substantiated that it would;

3. the testimonial and the ad implied that benefits were associated with a doctrine; and

4. the ad exploited vulnerable viewers by implying they could be cured of fibroids, polycystic ovaries, infertility and impotence.

BCAP TV Code

Response

Passion TV believed the ad did not prey on viewers fears and they stated that the ad did not claim to heal viewers fibroids.

Passion TV maintained that, in the ad, viewers were asked questions in relation to pregnancy.  Questions were directed to women who had been trying to conceive for a long time and who had tried all the medical solutions without success.  The ad featured a testimonial from a woman who had unsuccessfully undergone IVF several times. The woman stated that after visiting the faith clinic she had joined many others in prayers and, as a result of her faith in God, she was able to conceive.

Passion TV maintained that the ad was essentially the same as those from other Christian churches advertising their services and programmes. They explained that, as the name of the clinics indicated, they were faith clinics.  Passion TV maintained that no miracle of pregnancy could occur without prayers and faith.  The objective of the ad was to inform viewers that without faith it was not possible to receive from God.

Assessment

1. Upheld

The ASA considered that the ad implied that sufferers of miscarriage, fibroids, polycystic ovaries, infertility and impotence should attend the Faith Clinics for treatment.  We considered that medical advice should be sought for those conditions.

On this point the ad breached CAP (Broadcast) TV Advertising Standards Code rule 8.2.6 (Conditions requiring medical attention).

2. Upheld

We considered that the ad implied that attending the Faith Clinics would result in a cure for sufferers of fibroids, polycystic ovaries, infertility and impotence.  Also, we noted Passion TV had not supplied evidence to substantiate the claims.

On this point the ad breached CAP (Broadcast) TV Advertising Standards Code rule 8.2.9 (Cure), 5.1 (Misleading advertising), 5.2.1 (Evidence) and 5.4.4 (Testimonials).

3. Upheld

We considered that the testimonial and the ad implied that benefits were associated with a doctrine and we concluded that that implication was unacceptable.

On this point the ad breached CAP (Broadcast) TV Advertising Standards Code rule 10.10 (Benefits claims).

4. Upheld

We considered that the references to people being cured from fibroids, polycystic ovaries, infertility and impotence exploited vulnerable viewers.  

On this point the ad breached CAP (Broadcast) TV Advertising Standards Code rule 10.13 (Vulnerable viewers).

Action

The ad must not be shown again in its present form and the product should not be advertised without adequate substantiation for the claims made for it.

Adjudication of the ASA Council (Broadcast)