Copper Heelers

Posted on 17 January 2018

Do Copper Heelers have any benefits?

Claims are made that using this product will alleviate a number of conditions: “Aching feet; Swollen legs; Back & neck problems; Shoulder problems; Wrinkles; Sagging skin; Poor circulation; Sexual dysfunction; Postural problems; Poor digestive function; Cardiovascular activity”.

A consumer complained to the UK ASA regarding the claims being made for this product.

The company was asked to substantiate the claims, but as they could not provide evidence to support these, agreed to change the advert.

ASA Ruling on UK Direct Shop Ltd

 Upheld  Leaflet  17 January 2018

Ad description

An insert leaflet for health product catalogue UK Direct Shop, seen on 25 August 2017, advertised copper soles under the brand name “The Original Copper Heeler”. Along the side of the leaflet was a list of conditions that had boxes ticked next to them. Those were “Aching feet; Swollen legs; Back & neck problems; Shoulder problems; Wrinkles; Sagging skin; Poor circulation; Sexual dysfunction; Postural problems; Poor digestive function; Cardiovascular activity”.

Issue

The complainant challenged whether the efficacy claims for the Copper Heeler for the relief of the conditions listed in the ad were misleading and could be substantiated.

Response

UK Direct Shop Ltd said they planned to work on new ad copy and would liaise with the CAP Copy Advice service.

Assessment

Upheld

The ASA welcomed UK Direct Shop’s offer to change their advertising so that it complied with the CAP Code. We considered that consumers would understand the Copper Heeler could treat the listed conditions. However, because they did not provide any evidence to substantiate the efficacy claims for the various conditions listed, we therefore concluded that the ad was misleading.

The ad breached CAP Code (Edition 12) rules 3.1  (Misleading advertising), 3.7  (Substantiation) and 12.1  (Medicines, medical devices, health-related products and beauty products).

Action

The ad must not appear again in its current form. We told UK Direct Shop not to make efficacy claims for their product in the absence of adequate substantiation.

CAP Code (Edition 12)

12.1     3.1     3.7