ASA Non-broadcast Adjudication: David Stevens

Complaint

The General Chiropractic Council objected to a leaflet that stated "''David Stevens'' CHIROKINETIC THERAPY ''Let Nature be your teacher''". The leaflet, which explained the theory and procedure of the therapy, listed on its back page serious diseases and conditions including "ANAPHYLAXIA", "ANOREXIA", "DEPRESSION", "FERTILITY", "M.E [sic]" and "PALPITATIONS". The complainants challenged whether the advertiser could prove the efficacy of chirokinetic therapy in treating the serious medical conditions listed in the leaflet.

CAP Code (Edition 11)

Adjudication

Complaint upheld

The advertiser sent several letters and feedback forms from patients; the letters and forms reported health improvements from his chirokinetic therapy (CKT). He sent a letter template that was sent to potential participants in a pilot trial to study the effect of CKT on anaphylaxia, with which that he was involved. The advertiser said he was willing to take advice from the CAP Copy Advice team on how to advertise the treatment appropriately; he asserted, however, that he had understated the effectiveness of CKT therapy.

The Authority noted the pilot trial had not yet produced results. It considered that the evidence sent by the advertiser did not substantiate that CKT therapy successfully treated the serious conditions to which the leaflet referred. The Authority noted the advertisement claimed that serious medical conditions could be treated by CKT; it noted the treatment was not conducted under the supervision of a doctor or other suitably qualified healthcare professional. It told the advertiser to remove references to those serious conditions that the complainants had challenged and also the references to the serious conditions of arthritis, migraine, obesity and thyroid imbalance. The Authority advised him to seek guidance from the CAP Copy Advice team before advertising again.