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ASA Ruling on Live Blood Test

Live Blood Test t/a Errol Denton

LBT FZE
City Tower 1
Sheikh Zayed Road
Dubai
United Arab Emirates

Date:

24 April 2013

Media:

Internet (on own site)

Sector:

Health and beauty

Number of complaints:

1

Complaint Ref:

A13-218096

Background

Summary of Council decision:

Four issues were investigated, all were Upheld.

Ad

A website for live blood testing, www.livebloodtest.com, included the headline "Dr Errol Denton Harley Street Live Blood Specialist Versus Dr John Smith Pharmaceutical Drug Pusher Which Doctor Is The Witch Doctor?". Text then stated "Dr Errol Denton live blood analysis expert has two thousand satisfied patients for the past decade with conditions such as: Arthritis, Cancer, Diabetes, Eczema, Gout, Hypertension, Psoriasis and many more ... If a person has cancer opting for chemotherapy, surgery or radiotherapy is a dumb move when there are dozens of safe natural alternatives that are being deliberately hidden and lied about ... Dr Errol Denton live blood analysis expert likes to keep it real simple eat [sic] and drink to clean your blood and there will be no disease or sickness".

Issue

The complainant challenged whether;

1. the advertiser, Errol Denton, was a qualified medical doctor;

2. the ad discouraged essential treatment for conditions for which medical supervision should be sought;

3. the claim "two thousand satisfied patients" was misleading and could be substantiated; and

4. the claim "eat and drink to clean your blood and there will be no disease or sickness" was misleading and could be substantiated.

CAP Code (Edition 12)

Response

Live Blood Test t/a Errol Denton did not respond to the ASA's enquiries.

Assessment

The ASA was concerned by Errol Denton'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 told them to do so in future.

1. Upheld

We considered that consumers were likely to interpret the prefix Dr, in the context of the ad, to refer to a general medical qualification. Because we had not seen evidence that Errol Denton held a general medical qualification, we concluded the ad was misleading.

On this point, the ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising) and 3.7 (Substantiation),

2. & 4. Upheld

We were concerned that the ad made efficacy claims for conditions for which medical supervision should be sought, and had not seen evidence that the services Errol Denton offered took place under the supervision of a suitably qualified health professional. Furthermore, the advertiser had not provided substantiation to support the claim "eat and drink to clean your blood and there will be no disease or sickness". We concluded the ad breached the Code.

On this point, the ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising) and 3.7 (Substantiation), 12.1, 12.2 and 12.6 (Medicines, medical devices, health related products and beauty products).

3. Upheld

Errol Denton did not provide substantiation that he had "two thousand satisfied patients". Because we had not seen evidence to substantiate the claim, we concluded that it was misleading.

On this point, the ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising) and 3.7 (Substantiation).

Action

The ad must not appear again in its current form. We told Live Blood Test t/a Errol Denton to remove the prefix Dr, to not make efficacy claims for conditions for which medical supervision should be sought and to avoid making claims without robust substantiation.

How to comply with the rules

For advice and training on the Advertising Codes please visit the CAP website.

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