Ad description
Ecoflow plc objected to a national press advertisement for magnetic support devices. Text stated "Drug Free Pain Relief Ease Back Neck Shoulder and Leg pain RELIEVE - STRESS - TENSION - HEADACHES WITH MAGNOPULSE Healthcare Support Products with MAGNETS … SUPPORT NECK WRAPS with MAGNETS Could give blessed relief from head, neck and shoulder aches and pains relieve stress, tensions and headaches If you are one of many who suffer from a stiff neck, painful shoulders and back of head pains then we recommend you join the hundreds of delighted MAGNOPULSE customers who have discovered blessed relief with our SUPPORT NECK WRAP with MAGNETS. Easy touch fastening, made from soft comfortable NEOPRENE in a size to fit you … PROTECTS AND SUPPORTS POINT OF PAIN SUPPORT Back Pads with Magnets Back pad 5 inches deep - gives total support - protects and supports the lower back ... could relieve pain when standing, stretching, walking, sitting and lying down … If you've been aching for relief from nagging back pain, try the amazing MAGNOPULSE POINT OF PAIN SUPPORT BACK PAD with magnets - you could ease pain and discomfort in no time. Made from supportive NEOPRENE and double lined, this POINT OF PAIN BACK PAD offers the Lumbar support you really need for comfortable sitting, bending, walking and perhaps, best of all - really relaxing sleep … LEG CARE SUPPORT With MAGNETS Thousands find relief from arthritic leg & knee pain aching knees joints restless legs & cramps Recommended for: - swollen legs - aching knee joints - foot and ankle injuries - restless legs The MAGNOPULSE LEG CARE SUPPORT with MAGNETS is probably the biggest selling leg care aid. Leg Care's compact design means that it does not restrict normal activity so it's support could help relieve pain 24 hours a day. Leg Care is made from easy care NEOPRENE … A CLASS 1 MEDICAL DEVICE FOR SAFETY".
Issue
1. The complainants objected that the advertisement made efficacy claims about the products which could not be substantiated.
2. The Authority challenged whether the advertisement implied that the products were effective because of the magnets.Response
The advertisers said they had prepared the advertisement with guidance from the CAP Copy Advice team.
Assessment
1. Complaint upheld
The advertisers said the advertisement made clear they were offering supports that incorporated magnets. They said the products offered support which could provide relief from headaches, back, neck , shoulder and leg pain and drew attention to the text "Could give blessed relief from head, neck and shoulder aches and pains relieve stress, tensions and headaches". They said the supports were capable of providing drug free pain relief.
The Authority acknowledged that the advertisers had sought guidance from the CAP Copy Advice team before preparing the advertisement. It noted the advertised products offered support which could provide temporary pain relief for a number of conditions and did not claim to offer permanent pain relief or to cure medical disorders. It noted the text stated "ease back, neck, shoulder and leg pain … relieve stress, tension, headaches … could give blessed relief from head, neck and shoulder aches and pains … protects and supports the lower back … could relieve pain when standing, stretching, walking, sitting and lying down … you could ease pain and discomfort in no time … back pad offers the lumbar support you really need … could help relieve pain 24 hours a day", which it considered made clear that the products merely offered support and might relieve pain or discomfort temporarily. It understood that supports without magnets could achieve temporary relief from aches and pains. The Authority nevertheless considered that the repeated references to magnets and the product name "MagnoPulse" implied that the magnets in the products contributed to the temporary pain relief. Because it had not seen evidence to show that magnets could contribute to temporary pain relief, the Authority concluded that the advertisement was misleading.
2. Upheld
The advertisers said the advertisement did not claim that the magnets had any effect on the conditions mentioned, only that the products contained magnets.
The Authority considered that the repeated references to magnets and the product name "MagnoPulse" implied that the magnets contributed to achieving temporary pain relief. Because the advertisers had not sent evidence to show that, the Authority concluded that the advertisement was misleading.Action
We told the advertisers to seek further guidance from the CAP Copy Advice team before advertising again.
