ASA Non-broadcast Adjudication: i4c (Psychic Readings) Ltd

Complaint

Objection to a magazine advertisement, for psychic readings, that stated "THE ASSOCIATION OF PROFESSIONAL CLAIRVOYANTS ... Director Keith Ward PhD ... ". The complainant challenged whether: 1. the "Association" was genuine and 2. Keith Ward had a Ph.D.

CAP Code (Edition 11)

Adjudication

1. Complaint upheld The advertisers asserted that no professional body existed to protect the public from unscrupulous clairvoyants; they explained that the Association aimed to fill that role with its members providing honest, ethical, reliable and genuine clairvoyant readings. The advertisers asserted that all 54 members of the Association were self-employed clairvoyants and sent: copies of the membership criteria; details on how to join; the complaints procedure; code of conduct and an e-mail testimonial from a member. The advertisers said they would nevertheless change the trading name of the company to the Circle of Professional Clairvoyants. The Authority understood that the Association of Professional Clairvoyants was the trading name of i4c (Psychic Readings). It noted the advertisers' submission but considered that the claim "Association of Professional Clairvoyants" would be likely to be interpreted by readers to mean the members belonged to an independent professional organisation or trade body. Because it understood that i4c (Psychic Readings) did not operate in that capacity, the Authority concluded that the claim was likely to mislead. It noted the advertisers' intention to change their trading name. 2. Complaint upheld The advertisers asserted that Keith Ward had a Ph.D. and sent his certificate for the award of Doctorate of Philosophy from Canterbury University, incorporated in the Republic of Seychelles, as evidence. They nevertheless said they had removed the claim from their advertising. The Authority noted the awarding body was defined as a foreign institution under the United Kingdom 1988 Education Reform Act. It nevertheless considered that readers would be likely to infer from the claim "Ph.D." that Keith Ward had performed research of a similar length and intensity to that required for doctorates awarded by UK universities. Because he had not, the Authority concluded that the claim was misleading and welcomed the advertisers' assurance that they would not repeat it. The Authority advised the advertisers to consult the CAP Copy Advice team before advertising again.