ASA Adjudication on Celabolin Europe

Ad

A mailing for tablets and cream was headed "Arthritis may not kill you, but it can take your life ... Get it back with CELABOLIN". Text inside the leaflet stated "Clinical studies of Celadrin have been published twice in the Journal of Rheumatology. Its beneficial effects have been proved to be far superior to Glucosamine ... and other arthritic medications. Celadrin provides speedy relief from aching, painful joints, muscles and tissues ... it is specifically designed to be absorbed rapidly and provide immediate and continuous cumulative relief from pain ... ALL NATURAL Double-blind trials of people with osteoarthritis of the knee recently showed that 100% felt significant improvement within 1/2 an hour ... Celabolin not only stops pain and prevents your condition worsening - it can undo some of the damage done ... Instant relief from arthritic pain ...".

Issue

1. The complainant challenged the efficacy claims made for the product.

2. The ASA challenged whether the ad made medicinal claims for an unauthorised product.

CAP Code (Edition 11)

Response

1. Celabolin Europe (Celabolin) said the main ingredient in the product was Celadrin. Studies on the efficacy of Celadrin had been published in an internationally acclaimed journal. In a separate study at the University of Connecticut, 100% of osteoarthritic subjects showed significant improvement in just 30 minutes, and even more benefits throughout the remaining 30 days of study.

2. Celabolin said they would look at the copy and revise it to comply with UK legislation.

Assessment

1. Upheld

The ASA noted Celabolins reference to studies. They did not send copies of those studies. Because we were not able to assess that evidence, we concluded the claims about the efficacy of the product had not been substantiated and were misleading.

On this point the ad breached CAP Code clauses 3.1 (Substantiation), 7.1 (Truthfulness) and 50.10 and 50.11 (Health and beauty products and therapies).

2. Upheld

We noted the product was not licensed in the UK as a medicine. We considered the claims "Its beneficial effects have been proved to be far superior to ... other arthritic medications", "Celadrin ... is specifically designed to ... provide immediate and continuous cumulative relief from pain" and "Celabolin not only stops pain and prevents your condition worsening - it can undo some of the damage done" implied the product was a treatment for arthritis. Because the product made medicinal claims for an unlicensed product we considered it breached the Code.

On this point the ad breached CAP Code clause 4.1 (Legality) and 50.10 and 50.11 (Health and beauty products and therapies).

Action

The ad must not appear again in its current form.

Adjudication of the ASA Council (Non-broadcast)