Background

Misleading Advertising: The Positive Birth Company Ltd breaks UK ad rules by falsely claiming that they offered “the world's most affordable … hypnobirthing program”.

The ASA investigated the claim on The Positive Birth Company’s website that their Hypnobirthing Digital pack was “the world’s most affordable… hypnobirthing program”. The ASA considered that consumers would understand the claim to mean that, compared with all other online hypnobirthing courses in the world, The Positive Birth Company’s online course was the cheapest. 

The Positive Birth Company submitted evidence of 11 other online hypnobirthing course providers. Although the ASA considered that showed The Positive Birth Company’s course was the cheapest per hour, all 11 course providers were UK-based. The ASA concluded that, because it had not seen evidence to show the course was the cheapest globally, the claim was misleading.

The CAP Compliance team contacted The Positive Birth Company but, in the absence of an assurance that the claim would be amended to comply with the Code, took the decision on 28 June to place their company details on this section of the ASA website. These details shall remain in place until such time as The Positive Birth Company has removed or appropriately amended the claims on thepositivebirthcompany.co.uk to ensure compliance with the CAP Code.

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