ASA Adjudication on Chris Howe

Ad

An advertorial in the local press promoted the services provided by a "healer". The article was headlined “Teignmouth Healer” and stated "Chris Howe has helped many people over the last 20 years. Try Healing for £10.00 per session until the end of February 2009. Many have suffered from illness such as Cancer, ME, Depression, Sports Injuries, Arthritis and many more." There was a picture of Mr Howe and the article promoted an offer of £10.00 per session until February 2009 to readers in the Devon area. The article included the text “Chris feels that he can convince you of the Healing which runs through him and has done since he was a small boy … In the “News of the World” a story about Chris and his healing ability showed that Ron the Postman from Torquay, Devon responded within 90 minutes and did not need to have his voice box removed. His tumour had disappeared. Chris will never promise a cure but “Healing has achieved many things”.” Boxed text below the article was also headlined “Teignmouth Healer” and repeated "Chris Howe has helped many people over the last 20 years. Many have suffered from illness such as Cancer, ME, Depression, Sports Injuries, Arthritis and many more.” Additional text stated “His healing ability has helped with infertility and even broken hearts.” Further information regarding bookings, appointments and contacting Mr Howe was provided.

Issue

The complainant challenged whether the ad:

1. was irresponsible and misleading because it implied that Chris Howe could heal the serious medical conditions listed, and

2. discouraged people from seeking essential medical treatment for the listed conditions.

CAP Code (Edition 11)

Response

1. Chris Howe said he had been working as a healer for 20 years and had worked with hundreds of people with illnesses, some terminal and some more serious than others, and provided some details of clients anecdotal experiences.  He said that healing had helped many people to recover and had affected some serious medical conditions, but felt his services were offered in an open way, which allowed a client to choose whether or not to believe in his healing energy.  He said that at the bottom of every ad, text stated that healing was no guarantee of success and that the more open-minded could judge for themselves.

2. He felt he was careful not to suggest that clients should not seek medical advice, because seeing a doctor gave his clients confidence, and stated that often doctors would refer patients back to healers.  He said the ad did not state or imply that clients should not consult a doctor and did not believe he had misled any clients into believing that healing was the only answer.

Assessment

1. Upheld

The ASA noted Chris Howe had listed several serious medical conditions which he claimed to have treated and had indicated that his healing ability had removed a clients tumour.  We noted he had provided details of some clients anecdotal experiences, but that he had not sent any independent evidence which showed healing was able to treat any conditions.  Because we had not seen sufficient evidence to support the efficacy of the treatment, we concluded the ad was irresponsible and misleading.

On this point, the ad breached CAP Code clauses 3.1 (Substantiation), 7.1 (Truthfulness), 14.3 (Testimonials and endorsements), 50.1 and 50.3 (Health & beauty products and therapies).

2. Upheld

We noted the ad stated "Chris will never promise a cure, but 'Healing has achieved many things."'  However, we also noted the ad listed several serious medical conditions and included anecdotal experience suggesting that Chris Howes healing ability had removed a clients tumour.  We therefore considered that the ad implied he was able to treat serious medical conditions by healing alone and we concluded that the ad could discourage some people from seeking professional medical advice for a serious medical condition.

On this point, the ad breached CAP Code clauses 3.1 (Substantiation), 7.1 (Truthfulness), 14.3 (Testimonials and endorsements), 50.1 and 50.3 (Health & beauty products and therapies).

Action

The ad must not appear again in its current form.

Adjudication of the ASA Council (Non-broadcast)