ASA not able to pursue all my Live Blood Analysis complaints… Hopefully compliance action across the sector to follow.

Finding out about Live Blood Analysis, a highly dubious procedure with similarly dubious practitioners was what gave me the impetus to start making complaints and blogging. I am now hopeful that the Advertising Standards Authority will reward my efforts with compliance action across the sector.

Solar Health Ltd and the Advertising Standards Authority

As mentioned here, I complained to the ASA about Solar Health back in March, as part of a batch of complaints about practitioners of Live Blood Analysis. Solar Health also carry out a range of other ‘complementary therapies’ about which I believed they were also making misleading claims on their website. So I complained about those too.

The case has been ‘informally resolved’ today. I’ve just checked the Solar Health website and I’m pleased to report that  efficacy claims and references to serious medical conditions have vanished. There are still a couple of things on there I’m not sure about but I’ll leave it for now while they finish updating their website (it has only changed either today or yesterday) and see how it looks in a few weeks.

Live Blood Analysis, pleomorphism and the Advertising Standards Authority

I have been reading the websites of UK practitioners of Live Blood Analysis with increasing interest.

As explained on the Solar Health website, Live Blood Analysis is based on the theory of pleomorphism, as proposed by Günther Enderlein. He believed small harmless particles present in every animal or plant can, under certain circumstances, transform into larger pathogenic bacteria or fungi. In terms of modern day understanding of microbiology, this clearly makes no sense.