Misleading Advertising: Natural Medicine Devon breaks the UK ad rules for making unsubstantiated health claims for bioresonance therapy and homeopathy on the website.

Section 12 of the CAP Code requires that advertisers must hold robust scientific evidence to support any health claims relating to their products or treatments. It also requires that advertisers must not discourage essential treatment for conditions which require medical supervision.

The ASA is yet to see any sufficiently robust evidence that Bicon Bioresonance therapy can treat any conditions. On the “Bioresonance” page on the website Natural Medicine Devon lists various specific health conditions including: chronic & acute illness, body detoxification, hayfever and allergies, stress, smoking addiction, asthma, digestive disorders, headaches & migraines, sleep disorder, chronic fatigue, electric-smog, gastro intestinal, neurological conditions, pain, sports injury, weight gain, depression and parasites.

The ASA has also not seen sufficiently robust evidence for the treatment of specific health conditions listed on the “Homeopathy” page of through homeopathy. These conditions include: acute and chronic illness, stress, depression, anxiety, tiredness, chronic fatigue, eczema, arthritis, headaches & migraines, menstrual problems, bowel disorders, coughs and colds, ear, nose and throat issues, infections, urine infections and cystitis.

We instructed Natural Medicine Devon to remove all efficacy claims for the products and to refrain from offering advice on conditions which require medical supervision.

The CAP Compliance Team contacted Natural Medicine Devon to seek compliance but, in the absence of a response took the decision on 7 November 2018 to place their company details on this section of the ASA website. These details shall remain in place until such a time as Natural Medicine Devon has removed or appropriately amended the claims on the websites to ensure compliance with the CAP Code.

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