ASA Adjudication on Home Shopping Selections Ltd

Ad

A national press ad for straps claimed that the product would alleviate joint pain. Text stated "Amazing relief from joint pain … NOW! DEVELOPED IN THE USA, RESEARCH SHOWS THAT THESE SUPPORTS PROVIDE QUICK AND FAST RELIEF.” A quote from “MRS J.E. MOORA, WA” stated “I felt relief almost immediately … I find the Knee Strap excellent!” Text continued “This unbelievably effective range of Joint Straps were [sic] developed to give relief from joint pain. The Knee Strap, for example, works immediately to reduce swelling, relieve pain and aid mobility … See our range of joint pain featured here - if you have a problem with joint pain there is sure to be one to help you. Don't tolerate joint pain a second longer - order your Joint Strap TODAY." Images of the products on various joints were featured and text stated “Thousands are already using these straps! Read what satisfied customers say ...” There were testimonial quotes, such as “'I write to say the results were amazing - absolutely - and I was sceptical!”- MR D.P. WOOLGOOLA, NSW,” and “'A friend of mine was given the knee strap and has done nothing but sing its praises of the relief it has given her'” - MRS L.H. - MARYBOROUGH, VIC.” The order details were given.

Issue

1. The complainant challenged whether the claims about pain relief could be substantiated.

2. The ASA challenged whether the testimonials were genuine and whether they gave a misleading impression of the effects of the products.

CAP Code (Edition 11)

Response

1. & 2. Home Shopping Selections (HSS) stated they had suspended future ads, but did not provide a formal response to our enquiries.

Assessment

1. & 2. Upheld

The ASA noted that HSS had not provided any documentary evidence to support the ads claims about pain relief, or any evidence that the testimonials were genuine.  Because of that, we considered that their claims had not been substantiated and concluded that the ad was misleading.

Investigated under CAP Code clauses 3.1 (Substantiation), 7.1 (Truthfulness), 14.1, 14.3 (Testimonials and endorsements) and 50.1 (Health & beauty products and therapies).

Action

The ad must not appear again in its current form.  We advised the advertisers to seek guidance from the CAP Copy Advice team before advertising again.

Adjudication of the ASA Council (Non-broadcast)