ASA Adjudication on Bionetics Ltd

Ad

A national press ad, for a food intolerance test, that claimed "The bionetics team have developed an innovative new diagnostic test (that requires just a few strands of your hair), which can establish whether or not your body has become intolerant to 123 of the most common problem foods and ingredients ...".

Issue

The complainants challenged the efficacy of the test.

CAP Code (Edition 11)

Response

Bionetics said they were surprised by the complaint, because they had conducted many tests and had received positive responses from the majority of their customers; they sent customer testimonials as proof.  They said the technology they used was very well established and based on radionics and applied kinesiology practices, which they believed had been used for thousands of years.  They said they used a modern scanner and sophisticated computer programs; they also said their test procedures were supervised by a qualified practitioner and sent her curriculum vitae as proof of her experience.

Assessment

Complaints upheld

The ASA noted the positive customer testimonials and the training undertaken by the supervising practitioner.  Nevertheless, we considered that, without robust clinical evidence to support them, the claims that Bionetics methods of hair testing could "establish whether or not your body has become intolerant to 123 of the most common problem foods and ingredients" and "report on ... accumulations of toxins, problem pathogens and nutritional deficiencies" were not justified.   We concluded that testimonials alone were not sufficient to substantiate the efficacy of the testing methods and told Bionetics to consult the CAP Copy Advice team before advertising the test again.

The ad breached CAP Code clauses 3.1 (Substantiation), 7.1 (Truthfulness) and 50.1 (Scientific substantiation).

Action

The ad should not be repeated in its current form.

Adjudication of the ASA Council (Non-broadcast)