ASA Adjudication on Sister Charlotte

Ad

A leaflet, for a psychic and clairvoyant named Sister Charlotte, stated "TO ALL BELIEVERS PSYCHIC READER SPIRITUAL HEALER ... SISTER CHARLOTTE CAN DO MANY GREAT THINGS FOR YOU! I am a palm tarotcard crystalball reader and spiritual healer with 25 years experience. I specialize with 100% success rate in removing: Bad Luck Sorrow Depression Curses Body Sickness Headaches Jealousy Witchcraft Evil or Negative Energies around you or your home Remember no matter how big you think your problems are, they are not impossible to solve! I can find solutions for you in: Love Relationships Marriage Job Business Family Money Finance Studies Exams Immigration ...".

Issue

1. The complainant challenged whether Sister Charlotte could prove that she had a 100% success rate in removing bad luck, sorrow, depression, curses, body sickness, headaches, jealousy, witchcraft, evil and negative energies.

The ASA challenged whether Sister Charlotte could substantiate:

2. the claim that she had 25 years' experience, and

3. the claim that she could find solutions to people's problems in love, relationships, marriage, jobs, business, family, money, finance, studies, exams and immigration.

CAP Code

Response

Sister Charlotte said she had withdrawn the leaflet and her future advertising would not contain claims identical or similar to those challenged.  She said she would refer to the CAP Code before drafting new marketing materials.

1. Sister Charlotte stated that she had received no complaints or negative feedback from clients.  However, she had no proof of her success.

2. Sister Charlotte asserted that she had 25 years' experience as a palm, tarot card and crystal ball reader and as a spiritual healer.  She said she had been continuously involved in the provision of psychic and spiritual services since childhood to the present date, both in the UK and Canada.  However, she had no documentary evidence to prove her level of experience.

3. Sister Charlotte said she would avoid claiming she could find solutions to people's problems in future, and would instead explain that she was able to provide support and advice in relation to certain problems.

Assessment

1., 2. & 3. Upheld

The ASA noted Sister Charlotte was unable to send documentary evidence to prove she had a 100% success rate in removing the afflictions listed in the ad or to demonstrate her length of experience.  In addition, she was unable to send evidence to show that she had found solutions to people's problems in any areas of life.  We considered claims that marketers could successfully solve all problems, break curses, banish evil spirits, improve the health, wealth, love life, happiness or other circumstances of readers should be avoided because they were likely to be impossible to prove.  We concluded that Sister Charlotte's claims were unsubstantiated and were likely to mislead.

We welcomed Sister Charlotte's assurance that the claims would not re-appear and that she would have regard to the CAP Code in future.  However, we were concerned that she had taken six weeks to respond in writing to us, despite having received several reminders to contact us, and had not honoured any of the deadlines we set.  We told her to respond to our enquiries promptly in future.

On points 1, 2 & 3, the ad breached CAP Code clauses 3.1 (Substantiation) and 7.1 (Truthfulness).

Action

The ad must not appear again in its current form.  We advised Sister Charlotte to contact the CAP Copy Advice team before advertising in future.

Adjudication of the ASA Council (Non-broadcast)