British Advertising Standards Authority
Adjudication on Electronic Healing
23 May 2012

Electronic Healing
31 Hollingbury Park Avenue
Brighton
BN1 7JG

Media: Internet (on own site)
Sector: Health and beauty
Number of complaints: 1
Complaint Ref: A12-186775

Background

Summary of Council decision:

Two issues were investigated, both of which were Upheld.

Ad

A page on a website for complementary and alternative therapies and devices, www.electronichealing.co.uk, was titled "The Bob Beck Protocol" and described a three-stage process which used devices called the "Silver Pulser - Blood Purifier & Ionic Colloidal Silver Generator", the "Magnetic Pulser" and the "Water Ozonator". The website was viewed on 8 February 2012. Text stated, "The Bob Beck Protocol is a natural health, bioelectric protocol designed to help the body heal itself. The Bob Beck Protocol kills or disables, every microbe (virus, bacteria, and fungus) in your body. The average person has about 2 pounds of microbes in their body - the vast majority of which simply suppress the immune system. The Bob Beck Protocol destroys them". An embedded video, titled "Beck Protocol-help healing . . . herpes, & more", showed two people discussing the Protocol, and included claims that it could help amplify the immune system, remove the need for flu vaccinations, increase oxygen in the blood, reduce HIV infection levels and help fibromyalgia.

Underneath the video, text stated "In 1990 Dr. Kaali and Dr. Lyman, discovered, that a small electric current could disable viruses from being able to infect cells and multiply, thus rendering them harmless. . . What the Bob Beck Protocol does is kill or disable from multiplying, every microbe circulating in your body. When a microbe that is in the bloodstream is killed or disabled, the body will remove it. For many diseases that is all that is required for a cure . . . The Bob Beck Protocol creates the conditions for: 1) No microbes in the body, 2) No diseased cells in the body, 3) A supercharged immune system, 4) You have "immortal blood." What is "immortal blood?" It is blood so clean of microbes, and so healthy, that if you put it on a microscope slide it will evaporate without dying".

Issue

The complainant challenged whether:

1. the claims about how the devices worked on the body; and

2. the claim "The Bob Beck Protocol kills or disables, every microbe (virus, bacteria, and fungus) in your body";

were misleading and could be substantiated.

CAP Code (Edition 12)
1.712.13.13.7

Response

Electronic Healing did not respond to the ASA's enquiries.

Assessment

The ASA understood that the leaflet was intended to be supplemental to travel advice given in person by Ainsworths staff. We considered, however, that the oral information was unlikely to contradict the claims made for homeoprophylaxis in the leaflet and we noted that the leaflet could be retained by individuals and the travel kit could then be bought on the company's website at a later date. We acknowledged that Ainsworths staff was trained to advise customers to first pursue conventional options available from their physician. We noted that the leaflet had been withdrawn.

1. Upheld

Upheld

The ASA was concerned by Electronic Healing's lack of response and apparent disregard for the Code, which was a breach of CAP Code (Edition 12) rule 1.7 (Unreasonable delay). We reminded them of their responsibility to respond promptly to our enquiries and we told them to do so in future.

1. & 2. Upheld

Because we had not seen any evidence that the devices worked on the body in the way described, or that the devices could kill or disable microbes, viruses, bacteria and fungus in the body, we concluded the claims were 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 Electronic Healing not to make claims for which they did not hold robust substantiation. We referred the matter to CAP's Compliance team.

This page was posted on November 20, 2013.

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