ASA Adjudication on Blakefield LLP

Ad

A national press ad for a self-help book was headlined "How to REVERSE diabetes Symptoms!". Text within the body copy of the ad included "A remarkable book is now available that reveals medically tested principles that could help normalize blood sugar naturally ... and help reverse many symptoms of diabetes". The ad also listed how the book could help and stated "The program is based on documented scientific principles that could help: Eliminate ketones and give you more abundant energy Make blood sugar levels go from High Risk to normal Stimulate scratches and scrapes to heal faster Improve eyesight Improve your balance Help numb feet regain a level of feeling Reverse neuropathy and resultant heel ulcers". The ad also included the text "Improvement may be seen in other areas as well, such as blood pressure, lower cholesterol and reduced triglyceride levels. There may also be a reduction of other risk factors associated with: heart attacks, stroke, retinopathy, kidney damage. What’s more, it may help improve short term memory and make you feel more alert and no longer chronically tired. Improvements of double vision or diplopia may also be experienced".

Issue

Two complainants objected that the ad was misleading and challenged whether the claims:

1. in the headline "reverse diabetes symptoms" could be substantiated

2. that the book could help eliminate ketones could be substantiated

3. that the book could help reduce blood sugar levels from high risk to normal could be substantiated

4. that the book could help reverse neuropathy could be substantiated and

5. that the book could help improve eyesight could be substantiated.

6. One of the complainants also objected that the ad could discourage people from seeking appropriate treatment for diabetes.

CAP Code (Edition 11)

Response

1. Blakefield LLP t/a Windsor Products (Blakefield) said the headline claim "How to REVERSE diabetes symptoms" was substantiated by clinical studies on the effects of diet on specific conditions associated with the disease.  

2. & 3. Blakefield said the book contained documented scientific evidence that could help diabetic sufferers with their symptoms.  They said the book itself could not help eliminate ketones or reduce blood sugar levels but argued that its contents were based on the results of clinical trials, which demonstrated that certain symptoms associated with diabetes could be helped.  They supplied a selection of partial and complete clinical trials and articles on the effects of some vitamins, minerals and plant extracts on diabetic humans and rats.   

4. & 5. Blakefield said the claims about reverse neuropathy and improved eyesight were supported by studies.  They supplied a selection of partial and complete clinical trials and articles on the effects of some vitamins, minerals and plant extracts on diabetic humans and rats.   

6. They disputed that the ad discouraged people from seeking appropriate treatment for diabetes.

Assessment

1., 2. & 3. Upheld

The ASA considered that most consumers would interpret the claims in the ad to be a statement that the content of the book could be used to help reverse the symptoms of diabetes. We noted Blakefield had supplied a selection of clinical trials and published articles which examined the potential effect of various concentrations of vitamins, minerals and plant extracts on some symptoms associated with diabetes including blood sugar levels, cholesterol levels, neuropathy, retinopathy and cardiopathy.  We noted however that although Blakefield had supplied some information relating to those trials, they had not demonstrated how they were used to inform the advice given in the book or shown that they were likely to be relevant to the target audience of the ad. We considered that Blakefield had not substantiated the claims that the books content could "help reverse diabetes symptoms", "help eliminate ketones", or "reduce blood sugar levels" and concluded that the ad was likely to mislead.

On these points the ad breached CAP Code clauses 3.1 (Substantiation) 7.1 (Truthfulness) and 50.1 (Health & beauty products and therapies).

4. & 5. Upheld

The ASA noted Blakefield had supplied a selection of clinical trials and published articles which examined the potential effect of various concentrations of vitamins, minerals and plant extracts on some symptoms associated with diabetes including blood sugar levels, cholesterol levels, neuropathy, retinopathy and cardiopathy.  We noted however that although Blakefield had supplied some information relating to those trials, they had not demonstrated how they were used to inform the advice given in the book or shown that they were likely to be relevant to the target audience of the ad. We considered that Blakefield had not substantiated the claims that the books content could "help reverse neuropathy" or "help improve eyesight" and concluded that the ad was likely to mislead.

On these points the ad breached CAP Code clauses 3.1 (Substantiation) 7.1 (Truthfulness) and 50.1 (Health & beauty products and therapies).

6. Upheld

The ASA considered that most consumers would understand from the claims in the ad that the information in the book could be used to reduce or reverse the symptoms associated with diabetes. We noted the ad claimed "the program is based on research that many doctors may not be aware of yet" and concluded that some readers might be discouraged from seeking suitably qualified medical advice for that serious condition and therefore that the ad breached the Code.

On this point the ad breached CAP Code clause 50.3 (Health & beauty products and therapies).

Action

The ad should not appear again in its current form.   We were concerned that Blakefield had published the ad despite being advised by the CAP Copy Advice team that various claims within it were likely to breach the Code.  We asked CAP to inform its media members of the problem with Blakefield

Adjudication of the ASA Council (Non-broadcast)