Clearer future for psychic ads

25 October 2004

Today (Friday 13th February) sees the publication of guidelines from the Committee of Advertising Practice (CAP) for fortune tellers; clairvoyants; palm, crystal ball and tarot card readers; psychic healers; practitioners of black magic, white magic or witchcraft; et al, who advertise their services.

The guidelines - a Help Note on the Marketing of Spiritual and Psychic Services, Astrologers and Lucky Charms - are an update of the previous guidance issued on the Marketing of Lucky Charms. The new help note is a response to the steady increase in complaints that have been received (and upheld) by the Advertising Standards Authority (ASA) about this type of advertising.

Both the ASA and CAP are concerned that some advertising for spiritual and psychic services contains claims that are impossible to prove and could mislead and exploit the vulnerable. Some advertisers make exaggerated promises of wealth and good fortune; others promise to bring back separated partners or to solve all problems with 100% guaranteed results.
The key points in the Help Note are:

• Advertisers should not mislead or exploit the more vulnerable members of society.
  
• Emphasis should be placed on individuals helping themselves instead of implying that events or changes may happened to them caused by some external force.
  
• Results should not be "guaranteed" unless the advertiser can prove this claim.
  
• When sending direct marketing, advertisers shouldn't imply that they have personal knowledge about recipients.
  

Andrew Brown, Chairman of CAP said "This Help Note will help those offering psychic and spiritual services to produce advertising material which is both meaningful and fair, and ultimately, less likely to mislead consumers. By following these guidelines, the practitioners of these services can help to build consumer confidence in their work by not creating unrealistic expectations."