Archive | ASA (UK) Rulings

A magazine ad, for the Ionic Bracelet, was headed "Get rid of aches and pains by wearing this incredible bracelet".

Below, text stated "Try the Ionic Bracelet and see for yourself its incredible effects. The results are amazing. . You should wear it on the left wrist, with the little balls facing downwards if you suffer from menstrual pains, tachycardia, phlebitis, varicose veins, circulatory complaints, a tendency to obesity, digestive problems or constipation … After fifteen days, you will find that your well-being has been permanently restored … rediscover the pleasure of a pain-free life".

The ASA considered that the ad, particularly the voice-over and on-screen text "Wartner freezes warts and verrucas to the core in one treatment", implied that Wartner would remove a wart or verruca in one treatment.

We noted the evidence did not prove that that was the case; rather the safety report and Wartner packaging stated that two or three treatments could be required and the testimonials did not comment on whether the product removed warts or verrucas in one treatment.

We considered that, because Wartner did not remove all warts or verrucas in one treatment, the ad was likely to mislead.