ASA Adjudication on Easylife Group Ltd

Ad

A catalogue, inserted in a national newspaper, advertised a Pelvic Back Pain Belt. The ad was headlined "Instant relief from lower back pain" and the body copy included the statement "The pressure from standing can cause discomfort in the pelvis. The Pelvic Back belt helps to temporarily relieve the strain on your pelvis". The ad contained a testimonial which stated "I'm a semi-retired executive who will start my ninth decade of life next year. Last year I could not bend over without feeling lower back pain. I could barely walk ten feet or tie my shoelaces without feeling lower back pain. I would have paid anything to get some relief and was recommended to try something completely different. Now I want to share my story with you"

Issue

The complainant challenged whether the efficacy claims for the product could be substantiated.

CAP Code (Edition 11)

Response

Easylife Group Ltd (Easylife) did not respond to the ASA's enquiries.

Assessment

Upheld

The ASA was concerned by Easylife's lack of response and apparent disregard for the Code, which was a breach of CAP Code clause 2.6 (Non-response).  We reminded them of their obligations under the Code and told them to respond promptly in the future.

Because Easylife had not provided evidence to substantiate the efficacy claims for the Pelvic Back Pain Belt, we concluded that the ad was likely to mislead.

The ad breached CAP Code clauses 3.1 (Substantiation) 7.1 (Truthfulness) and 50.1 (Health & beauty products and therapies).

Action

The ad should not appear again in its current form.

Adjudication of the ASA Council (Non-broadcast)