ASA Adjudication on killyourstutter.com

Ad

A Google sponsored link, was headed “Cure Stuttering”. Further text stated “#1 Stuttering Treatment Online™ 100% Success Rate - Order Now …”.

Issue

The British Stammering Association challenged whether the ad was misleading, because they understood that it was not possible to cure a stutter.

CAP Code

Response

killyourstutter.com did not respond to the ASA's enquiries.

Assessment

Upheld

The ASA was concerned by killyourstutter.com'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 understood that it was sometimes possible for stammering to be managed and controlled.  We noted, however, the ad stated "Cure Stuttering", "#1 Stuttering Treatment" and "100% Success Rate", which we considered implied it was possible to entirely eliminate it, a breakthrough claim, for which we had not seen evidence in support of this.  In the absence of robust evidence consisting of clinical trials to support killyourstutter.com's claims to offer a 'cure' or 'treatment' for stammering, we concluded that the ad was likely to mislead.  

The ad breached CAP Code clauses 3.1 (Substantiation), 7.1 (Truthfulness) and 50.1 (Health and beauty products and therapies - general).

Action

The ad must not appear again in its current form.  We advised killyourstutter.com to seek guidance from the CAP Copy Advice team before advertising again and asked CAP to inform its members of the problem with them.

Adjudication of the ASA Council (Non-broadcast)