(UPDATE: The Maperton Trust Headlice site was taken down on 10th May so my links are broken. My original post remains below for information/archive purposes.)
As I wrote here, the Maperton Trust have been told by the ASA to remove all claims their unicorn badge can repel headlice from their website. The central problem appears to be that they cannot substantiate their claims without a comprehensive understanding of the technology involved in space travel.
I assumed they had cheekily sidestepped the adjudication by simply moving the ad off their main site. Further reading however suggests they have simply ignored the ASA altogether.
Ben Goldacre wrote about the Maperton Trust and the Head Lice Repelling Unit (HELRU) back in January 2010, mentioning that various people have emailed him about it over the years. He describes and links to the very same pages I discussed yesterday, which leads me to believe the pages have not changed in the interim.
He also links to an article in the Independent from way back in 1996 describing a nonsensical computer based treatment (‘you can get any energy treatment you need – acupuncture, homeopathy, herbal remedies, gem therapy – just by connecting yourself up to your computer’). The Maperton Trust, needless to say, continue to promote this ‘treatment’ on their website.
Searching the forums of the Bad Science site reveals this thread, where the original HELRU/ASA complainant comments that the ad had still not been taken down almost a week after adjudication.
I have taken screenshots of the offending headlice pages. After all, it would be a shame to lose such material. And you never know, they will be very handy if I decide to put in a complaint of my own.