The other day I concluded that the Advertising Standards Authority (ASA) is a bit like a policeman without the power to fine or arrest anyone
(See All your problems solved). Just to prove the point, consider this adjudication by the ASA, issued today:
A mailing from IntraMed Ltd for "The Tibetan Monks' Painkilling Ring" included claims that the ring could relieve 127 types of pain and the symptoms of a number of conditions including vertigo, tachycardia, haemorrhoids, sciatica, migraines, varicose veins, insomnia and circulatory problems. It claimed the ring worked by improving blood circulation through "digitopuncture" – the application of pressure to specific points on the fingers – and that it had been used by Tibetan monks for more than 3000 years.
A testimonial from "Doctor Waller, Former Professor of Lyon Faculty of Medicine" claimed that "Digitopuncture seems to be a superb alternative to classic painkillers and anti-inflammatory drugs that inevitably cause addiction and side-effects."
The ad claimed that a study (the "Luxembourg study") was carried out with 1200 patients suffering from chronic pain and stated "Let me remind you about the result of medical tests: most types of pain can be relieved with this ring, because it improves blood circulation to all organs and the brain in an extraordinary way".
The ad also claimed that the ring could be used for weight loss. A testimonial from "Grace C." stated that the ring had caused her to lose a stone in two weeks. A testimonial from "Mrs F." which included before and after photos stated that she had lost two pounds a day for three weeks, and that "48 hours after putting on your ring, you will have lost your first 2 pounds". The ad included further testimonials and before and after photos illustrating the ring's effects on other conditions.
IntraMed Ltd was challenged whether the:
- claims that the ring could relieve pain and the symptoms of the conditions mentioned could be substantiated;
- testimonials were genuine;
- before and after photos were genuine;
- claim that the ring had been in use for 3000 years could be substantiated;
- weight loss claims were misleading and could be substantiated; and
- ad was irresponsible, because it could discourage readers from seeking suitably qualified medical advice for serious medical conditions.
The ASA always asks the marketer for a response. IntraMed told the ASA that "the effectiveness of acupressure was well proven. However, IntraMed "did not supply any evidence to substantiate any of the claims, testimonials or before and after photos." The company did promise it will not be running the ad again – "due to the poor response from consumers".
All six points were upheld, of course. IntraMed Ltd is a scam, simple as that. What is interesting though, is that this is not the first time the ASA received a complaint about IntraMed Ltd:
- 21/05/2008 – Complaint about 'PRO-STAVITA' ("Put your mind at rest - PRO-STAVITA relieves prostate problems quickly and restores you to a peak of sexual fitness")
www.asa.org.uk/Complaints-and-ASA-action/Adjudications/2008/5/IntraMed-Ltd/TF_ADJ_44433.aspx - 10/09/2008 – Complaint about 'Ginkgo Biloba' ("You can be as mentally and physically fit at 87 as you were at 32")
www.asa.org.uk/Complaints-and-ASA-action/Adjudications/2008/9/IntraMed-Ltd/TF_ADJ_44996.aspx - 26/11/2008 – Complaint about VitaSvelt capsules ("VitaSvelt is currently the only slimming product that can give you these amazing results thanks to the powerful action of Negative Calories")
www.asa.org.uk/Complaints-and-ASA-action/Adjudications/2008/11/IntraMed-Ltd/TF_ADJ_45380.aspx - 10/12/2008 – Complaint about 'HearPlus' an hearing amplifier ("HearPlus has earned a reputation as the world's most effective and reliable hearing amplifier")
www.asa.org.uk/Complaints-and-ASA-action/Adjudications/2008/12/IntraMed-Ltd/TF_ADJ_45449.aspx - 04/02/2009 – Complaint about 'Artrosilium' ("This amazing organic gel has proved incredibly effective at relieving arthritis pain and actually reversing its crippling effects")
www.asa.org.uk/Complaints-and-ASA-action/Adjudications/2009/2/IntraMed-Ltd/TF_ADJ_45739.aspx - 11/02/2009 – Complaint about the 'Ionic Bracelet' ("Those who wear it have felt their pain disappear and notice an improvement in their health - within just a few hours")
www.asa.org.uk/Complaints-and-ASA-action/Adjudications/2009/2/IntraMed-Ltd/TF_ADJ_45756.aspx - 24/06/2009 – Complaint about a 'Healing Bracelet' ("Let the balancing forces of The Healing Bracelet create good health and harmony in your body")
www.asa.org.uk/Complaints-and-ASA-action/Adjudications/2009/6/IntraMed-Ltd/TF_ADJ_46456.aspx - 16/09/2009 – Complaint about 'Titanium Stockings' ("Comfortable legs are yours with TITANIUM POWER")
www.asa.org.uk/Complaints-and-ASA-action/Adjudications/2009/9/IntraMed-Ltd/TF_ADJ_46924.aspx - 06/01/2010 – Complaint about 'Arthritis Power Formula' ("Only ONE known natural substance on earth has shown to effectively regrow lost tissue that causes arthritis pain? And it?s in Arthritis Power Formula")
www.asa.org.uk/Complaints-and-ASA-action/Adjudications/2010/1/IntraMed-Ltd/TF_ADJ_47931.aspx - 03/03/2010 – Complaint about a 'Day & Night' slimming supplement ("Day & Night is the new 'double action' weight loss programme that uses two proven ingredients to block and remove fat during the day and burn fat and excess calories at night - while you sleep!")
www.asa.org.uk/Complaints-and-ASA-action/Adjudications/2010/3/IntraMed-Ltd/TF_ADJ_48190.aspx
All complaints against IntraMed Ltd have been upheld; they can all be found on the ASA website. And not only have there been adjudications. IntraMed Ltd has also been the subject of three 'mail order cases' (that is, complaints about the non-receipt of IntraMed's goodies); three 'database cases' (complaints about how personal information is obtained, processed and used by IntraMed Ltd); and one case was 'informally resolved'.
Why can companies like IntraMed Ltd get away with creating scam after scam, you ask? The answer is self-regulation by the direct marketing industry. The primary aim of self-regulation by junk mailers is to ward off Government intervention that would give people real control over what is pushed through the letterbox. The ASA exists to prevent that such scams are dealt with properly by, say, an Ombudsman.