The Advertising Standards Authority have published a fourth adjudication against material promoting Errol Denton’s Fitalifestyle – as the original complainant explains here. This concerns claims made about nutritional microscopy (also known as live blood analysis), in this case appearing on the FAQ page of his See My Cells website.
The previous three related to a Nutritional Microscopy leaflet, laughable claims about chlorophyll and an ill-advised Groupon promotion. Although the ASA ruled that these ads must not appear again in their current form, the latter two remain online here and here.
But that’s not all… Even if Denton had complied with the demands of the four adjudications, his sites would, in my opinion, still blatantly breach the CAP code, since misleading and unsubstantiated statements abound. These include claims and implications of medical efficacy against a wide range of conditions – some of them serious.
My detailed complaints against Denton’s sites were dropped in August, with the ASA telling me that (with respect to Live Blood Analysis), they have made a decision to pursue just ‘one or two cases formally’ because the amount of work involved dealing with alternative therapy complaints was, in their own words, hampering them from providing a good service to all their customers. They went on to say that if the Council were to go on to make a formal adjudication, they would in all likelihood follow up with compliance action across the sector.
They have since published not one, but three formal adjudications against live blood analysis advertising. The other two resulted from my complaints against Denton’s Groupon promotion and Optimum Health UK.
Hopefully this means that compliance action is either under way or imminent.