Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Psychics, spiritualists, fortune tellers, astrologers and clairvoyants
Marketers suggesting they can tell the past, or predict the future, must ensure that they do not make claims in marketing communications that are either socially irresponsible (Rule 1.3) or misleading (Rule 3.1).
Claims that psychic or spiritual readings are truthful or accurate are likely to be considered problematic by the ASA (Psychics-Live, 4 January 2012).
Ads should not mislead or exploit vulnerable people. Marketers should neither make promises they cannot keep, such as promising to break curses or improve health, wealth or other circumstances, or exploit the credulity of naive or susceptible people. Claims of ‘help offered’ should generally be replaced with ‘advice’, and the emphasis in ads should be on the individual helping themselves, rather than events or changes happening to them as a result of an external force.
In 2016, the ASA upheld a complaint against the claim “world renowned” for a psychic reading service. The ASA had not seen evidence to substantiate the claims as they were likely to be understand, to mean that the service was internationally recognised and highly regarded within the psychic industry (Stream Live Ltd, November 2016).
Further guidance can be found in CAP’s Advertising Guidance on spiritual and psychic services, astrologers and lucky charms.
Lucky charms
Marketing communications for lucky charms or talismans should not state or imply that they can affect consumers’ circumstances. They should not, for example, make claims that the use of a charm or talisman can increase wealth, improve promotional prospects or popularity, help in winning the lottery, cure ill-health, make consumers more successful in relationships or protect the wearer from physical danger (C. O. RAPHAEL t/a The Circle of Raphael, 18 August 2010).
Lucky charms should not be described as having unproven powers or properties such as improving a wearer’s luck. But they may be promoted as a gimmick, a piece of jewellery or fashion accessory, or a prompt for consumers to think positively about things that might trouble them.
See also 'Religious and spiritual healing' and 'Social Responsibility'.