ASA Ruling on Carolyn Stevens
Upheld | Internet (on own site) | 27 June 2018
Number of complaints: 1
Complaint Ref: A18-443352
Summary of Council decision
Complaint investigated and upheld
A website for alternative therapy provider Carolyn Stevens, www.carolynstevens.co.uk, seen on 24 February 2018. A web page headed 'Asyra Bio-Energetic Screening' included text that stated, "Asyra Pro system is the most advanced, flexible and user-friendly bio-energetic screening and therapy device available today. The Asyra can be used for screening for a multitude of issues and imbalances in your system, including food sensitivities, nutritional, hormonal and toxic loads". The page also stated, "Bio-energetic screening can be used to determine sensitivities to foods or allergens and much more. The tests can check the energetic status of 40 major organs as well as specifics on the following . . . " and listed: "Food Sensitivities and Intolerances", "Allergy Profile (good for hay fever and allergies of unknown origins)", "Environmental Sensitivities", "Digestive Issues", "Nutritional Assessment", "Dental Profile", "Hormonal Profile", "Parasites and Infections", "Toxicity", "Menstrual & Menopausal Problems", "Emotional Stressors", "Neurotransmitter Disturbance", "Vitamins and Minerals", "Heavy Metals", "NAET", "Addiction Protocols for Alcohol and Nicotine".
The complainant challenged whether the claims that Asyra Bio-Energetic device was effective in screening the health conditions referenced were misleading and could be substantiated.
Carolyn Stevens did not respond to the ASA's enquiries.
The ASA was concerned by Carolyn Stevens' lack of response and apparent disregard for the Code, which was a breach of CAP Code (Edition 12) rules 1.7 (Unreasonable delay). We reminded them of their responsibility to provide a substantive response to our enquiries and told them to do so in future.
The ASA noted that the ad included a number of claims, such as "The Asyra can be used for screening for a multitude of issues and imbalances in your system" and "The Asyra will identify issues and help with the start of a balancing, desensitisation or detoxification protocol", and listed a number of health conditions, including allergies, nutrition levels, infections, alcohol addiction and others. We considered those claims were medical claims for the Asyra Pro device used by Carolyn Stevens that it was effective in screening and diagnosing the various health conditions listed in the ad.
The CAP Code required that medicinal or medical claims and indications were made only for a medicinal product that was licensed by the MHRA or under the auspices of the European Medicines Agency (EMA) or for a CE-marked medical advice. We had not seen any documentary evidence to demonstrate that the Asyra Pro Bio-Energetic device used by Carolyn Stevens was a CE-marked medical device and because of that, no medical claims could be made for the product. In addition, we had not been provided with any documentary evidence to substantiate the claims that the device could be used to diagnose the conditions listed in the ad.
Because the ad made medical claims for a product which was not a CE-marked medical device, and because we had not seen evidence to support the efficacy claims made for the device, we 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).
The ad must not appear again in its current form. We told Carolyn Stevens to ensure that they did not make medical claims for a product, unless it was a CE-marked medical device and they held evidence to demonstrate that it was effective in screening and diagnosing the various conditions listed in the ad. We referred this matter to the CAP Compliance team.
CAP Code (Edition 12)
The page was posted on June 27, 2018.