Problem Health Claims: Gemstones Power Water breaks the UK Ad Rules with medicinal health claims for “Gemstones Power Water” products, on the website gempowerwater.com, which cannot be supported by evidence.
Several health claims were made for the “Gemstones Power Water Bottles” on the gempowerwater.com website including “Stabalise circulation and blood pressure, and helps with rheumatic complaints” and “believed to include relief from pain and anxiety and improved circulation/benefit the stomach, intestines & muscle tissue”. These health claims were problematic as they lacked objective evidence, which also hadn’t been substantiated in accordance with Rule 12.1 of the CAP Code:
Objective claims must be backed by evidence, if relevant consisting of trials conducted on people. Substantiation will be assessed on the basis of the available scientific knowledge.
Medicinal or medical claims and indications may be made for a medicinal product that is licensed by the MHRA, VMD or under the auspices of the EMA, or for a CE-marked medical device. A medicinal claim is a claim that a product or its constituent(s) can be used with a view to making a medical diagnosis or can treat or prevent disease, including an injury, ailment or adverse condition, whether of body or mind, in human beings.
The CAP Compliance team instructed Gemstones Power Water to amend their website to comply with the Code, including the removal of health claims and claims about the physical effects of their products. As Gemstones Power Water didn’t respond we took the decision on 11 October 2018 to place them on this section of the ASA website. These details will remain in place until such a time as Gemstones Power Water has amended the gempowerwater.com website to ensure compliance with the CAP Code.