ASA Adjudication on Electronic Healing
31 Hollingbury Park Avenue
27 June 2012
Internet (on own site)
Health and beauty
Number of complaints:
Claims in an e-mail and on a website for complementary and alternative therapies and devices, for a product called Liquid Oxygen Drops:
a. The e-mail stated "Liquid Oxygen is credited with a multitude of significant health benefits from healthy energy to immunity and disease prevention to better sleep at night. This formula is designed to improve immune systems, fight bacteria and disease, and provide healthy natural energy. Increases oxygen uptake at the cellular level. Dramatically boosts energy levels. Strengthens the immune system. Quickly heightens concentration and alertness. Has a calming effect on the nervous system. Rapidly kills infectious bacteria, viruses, fungi, and parasites without harming beneficial microorganisms needed by the body. Greatly enhances uptake of vitamins, minerals, amino acids, proteins, and other essential nutrients, from either natural food sources or from dietary supplements. Gives the body the added oxygen it needs to oxidize and eliminate built-up toxins and poisons in the cells, tissues and bloodstream. Promotes up to 50% faster recovery from injury, stress or strenuous exercise. Aids tremendously in the treatment of respiratory and allergy related conditions such as asthma, sinus and upper respiratory infection. For further information see our website."
b. The website, www.electronichealing.co.uk , included the same claims, as well as further information on the benefits of oxygen, and stated "Also, a chronically acidic system-practically a ‘given’ for most people in today's society-also causes the body to draw down its precious oxygen reserves. Doctors believe this often leads to a vicious cycle of toxin accumulation and oxygen depletion which eventually results in serious illness and disease".
The complainant challenged whether the efficacy claims for the product could be substantiated.
CAP Code (Edition 12)
Electronic Healing did not respond to the ASA's enquiries.
The ASA was concerned by Electronic Healing's lack of response and apparent disregard for the Code, which was a breach of CAP Code (Edition 12) rule 1.7 (Unreasonable delay). We reminded them of their responsibility to respond promptly to our enquiries and we told them to do so in future.
Because we had not seen any evidence that the product worked on the body in the way described, or that the product could be credited with a multitude of significant health benefits, we concluded the claims were misleading.
The ads breached CAP Code (Edition 12) rules 3.1 (Misleading advertising), 3.7 (Substantiation) and 12.1 (Medicines, medical devices, health-related products and beauty products).
The ads must no longer appear. We told Electronic Healing not to make claims for which they did not hold robust substantiation. We referred the matter to CAP's Compliance team.