ASA Adjudication on Wigstion Alternative Treatment Centre Practitioners

Ad

A leaflet for Wigstion Alternative Treatment Centre was headed "HERBAL HEALING." It gave the address and telephone number of the centre and the names of two practitioners. Body copy stated: "We Specialise in: Acupuncture, Acupressure, Massage, Herbal Medicine, Reflexology, Cupping Therapy, Ear Candle, Physio Therapy [sic], Podiatry/Chiropody/Chiropractic - Expert Advice and Treatment of all Muscular-Skeletal Conditions Treatment [sic] for: ..." The leaflet then listed various conditions, including arthritis, migraine and IBS. A panel was headed "Can Chinese Medicine Help You?" Text stated "Below are some of the problems and illnesses commonly treated by Acupuncture and Chinese Herbs." It listed various conditions including psoriasis, depression and impotence.

Issue

1.  The General Chiropractic Council challenged whether the claim that Chinese Medicine could treat "Oncology - Liver Cancer, Lung Cancer, Gastric Cancer, etc" complied with the CAP Code.

2.  The ASA challenged whether the references to serious medical conditions could discourage recipients from seeking advice from suitably qualified medical practitioners.

CAP Code (Edition 11)

Response

Wigstion Alternative Treatment Centre did not respond to the ASA's enquiries.

Assessment

1. & 2.  Upheld

The ASA was concerned by Wigstion Alternative Treatment Centre'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 future.

We noted that the CAP Code specified that ads should not offer advice on, diagnosis of or treatment for serious conditions unless it was conducted under the supervision of a doctor or a suitably qualified health professional.  We concluded that, because Wigstion Alternative Treatment Centre had not shown that patients would be treated by medically qualified staff, the ad should not have referred to serious medical conditions such as cancer, arthritis, psoriasis, depression and impotence, because it could discourage essential treatment.

The ad breached CAP Code clauses 2.6 (Non-response) and 50.3 and 50.6 (Medicines).

Action

The ad must not appear again in its current form.

We asked CAP to advise its members of the problem with Wigstion Alternative Therapy Treatment Centre.

Adjudication of the ASA Council (Non-broadcast)