Sonic Reflex T/A Waterboost
53 WOOD STREET
- Trading As:
Background InformationMisleading Advertising – Waterboost breached UK Advertising Standards Code for making unsubstantiated efficacy claims on www.waterboost.co.uk
The ASA published an adjudication against Sonic Reflex T/A Waterboost on 4 January 2012. Sonic Reflex T/A Waterboost made a number of unsubstantiated efficacy claims for the Waterboost System, that they claimed used spare electricity from a cars’ alternator to generate Hydrogen and Oxygen gas from water, on its website www.waterboost.co.uk.
The ASA was concerned that no evidence was provided to support those efficacy claims. It noted that Sonic Reflex T/A Waterboost made some changes to its website but noted that several unsubstantiated efficacy claims for the Waterboost System still remained.
The ASA is aware of several products that purport to offer various benefits to vehicle owners. Before advertising, marketers of devices and additives should ensure they hold rigorous evidence to support their claims. Any body of evidence would almost certainly include laboratory testing, undertaken by a reputable independent facility. Marketers should note that the ASA has upheld complaints challenging efficacy claims after noting the test results were considered to be insufficiently independent. Testimonials and sales figures are considered inadequate evidence to substantiate direct or implied efficacy claims about a device or an additive. A thorough write-up, incorporating a clear methodology and formal statistical analysis, is vital. If possible, sound theory should back-up the results of any tests. An initial assessment, by an independent expert, of the method by which the device in question is said to produce the benefits claimed could help determine whether testing is required and, if so, the form it should take.
Although the ASA has adjudicated against Sonic Reflex T/A Waterboost and has made several subsequent requests for an assurance of future compliance, Sonic Reflex T/A Waterboost continues to feature problematic and unsubstantiated efficacy claims on the waterboost.co.uk website. Because of Sonic Reflex T/A Waterboost’s continued non- compliance we took the decision to place their details on this section of the ASA website on 28 February 2012. These details shall remain in place until such time as Sonic Reflex T/A Waterboost has appropriately amended its website to ensure compliance with the ASA adjudication and the CAP Code.