Misleading Advertising: The Mystic Wolf Ltd t/a The Mystic Wolf breaks the UK advertising rules for making misleading health claims for crystal therapy products on the website.

In 2013 the ASA upheld a similar complaint about a company that claimed crystals could heal or treat a number of health conditions and ailments.  To date, neither the ASA nor CAP have been presented with sufficiently robust clinical evidence that crystal therapy has a physical healing effect.

The ASA received a complaint about the website for The Mystic Wolf; specifically the lists of claimed “Physical Healing” properties in the product descriptions for the crystals that they sell.  There were a number of ailments and health conditions that the crystals were advertised as benefitting and preventing, including: Asthma, Alzheimer’s, Epilepsy, Insomnia, Rheumatism, Arthritis, Neuralgia, Depression, Acne, Atherosclerosis, lung disease, kidney and bladder infections, heart attacks, allergies, blood pressure and cholesterol.  These benefits were presented for consumers to interpret as fact, despite there being no evidence to prove their efficacy and despite it being potentially harmful to offer an ineffective solution to potentially serious health conditions.

Despite a number of requests from the Compliance team, The Mystic Wolf have failed to amend or remove these “Physical Healing” claims from their website.  We therefore took the decision on 5 January to place them on this section of the ASA website.  These details will remain in place until The Mystic Wolf remove or amend the claims from to ensure compliance with the CAP Code.

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