ImuPro is a blood test which claims to be able predict which foods make you sick, i.e., cause allergy or intolerances. The test is supported by Patrick Holford – which should already make the consumer concerned about the validity of this test! The company claims: “…the internationally respected ImuPro Food IgG Intolerance Test that can pinpoint food intolerances”.
The facts are:
IgG is a valid blood test, but NOT for intolerances or predicting foods are responsible for allergy.
All major allergy societies throughout the world, and allergy experts, have published position statements warning against IgG tests for this purpose.
See the Allergy Society of South Africa’s position statement on this test (and see the references which indicate links to all of the other societies statements). (We have brought this to the attention of the company but they continued to make these claims – makes one wonder of their ethics!)
Read more about the ASA ruling:
IMUPRO / H A STEINMAN / 14955
|Ruling of the : ASA Directorate|
In the matter between:
Dr Harris A Steinman Complainant(s)/Appellant(s)
Molecular Diagnostics Services (Pty) Ltd Respondent
11 Feb 2010
Dr Steinman lodged a consumer complaint against a Molecular Diagnostics Services print advertisement promoting its ImuPro food intolerance test. The advertisement was distributed to the respondent’s members and also published on 13 and 20 June 2009 in the Saturday Dispatch, Week-end Argus and Week-end Post. Over and above promoting its food intolerance test, it invites people to a “Health and Wellness Seminar” hosted by Dr Hein Badenhorst and Ms Natalie Williams.
It contains, inter alia, the wording “They will also introduce the sophisticated GenePro Wellness Screen that identifies your risk of specific diseases and the internationally respected ImuPro Food IgG Intolerance Test that can pinpoint food intolerances”.
In essence, the complainant submitted that the advertisement is misleading by claiming that the ImuPro test could pinpoint food intolerances as there has not been any studies to substantiate the claim. In addition, this claim is contrary to widely held expert opinion of all major allergy and intolerance organisations throughout the world.
RELEVANT CLAUSES OF THE CODE OF ADVERTISING PRACTICE
In light of the complaint the following clauses of the code were taken in to account:
- Section II, Clause 4.1 – Substantiation
- Section II, Clause 4.2.1 – Misleading claims
The responded submitted that the advertisement was a once off and will not be repeated.
ASA DIRECTORATE RULING
The ASA Directorate considered all the relevant documentation as submitted by the complainant.
The ASA has a long standing principle which holds that where an advertiser provides an unequivocal undertaking to withdraw or amend its advertising in a manner that addresses the concerns raised, that undertaking is accepted without considering the merits of the matter.
The respondent’s undertaking appears to address the complainant’s concerns and there is therefore no need for the Directorate to consider the merits of the matter.
The undertaking is accepted on condition that the claim “…the internationally respected ImuPro Food IgG Intolerance Test that can pinpoint food intolerances” is not used again in future.
The respondent’s attention is also drawn to Clause 15.5 of the Procedural Guide, which requires that offending advertising be withdrawn from every media in which it appears irrespective of whether or not the complainant specifically identified that media.
|CamCheck posts related to ImuPro|
- ‘There is no validity’: Unproven blood tests for food sensitivity widely offered in Canada 16 November, 2018
- ImuPro – unconscionable 7 May, 2014
- ImuPro – ASA Ruling 7 May, 2014
- ImuPro, not good enough evidence, again! 26 November, 2013
- Health Inc Integrated Wellness Centre – ASA ruling 8 April, 2013
- ImuPro breach ruling 11 March, 2012
- ImuPro / IgG testing, UK equivalent 31 August, 2011
- Imupro again! 7 March, 2011
- ImuPro – ASA ruling 15 July 2010 21 July, 2010
- ASA Ruling: ImuPro 19 February, 2010