Fitalifestyle continue to make dubious health claims – even after four ASA adjudications

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.

9 responses to “Fitalifestyle continue to make dubious health claims – even after four ASA adjudications

  1. Thanks for blogging this Josephine. Given that little has changed on the websites, overall, it seems there’s probably not that much to celebrate. While I’ve been focusing on the lack of evidence for the claims made (I mean really, it’s just so fanciful) I think that the complaints that people have made about the service (which you’ve highlighted elsewhere on your blog) are every bit as annoying. I can’t help thinking that Trading Standards can’t be far away…

  2. I reported the See My Cells site to Consumer Direct a while ago as I thought it was possibly in breach of the Cancer Act (listing ‘Cancer’ among other conditions on the home page). I heard nothing back.

    I also believe Denton was reported to Trading Standards by one of his Groupon clients, who told me that she thought he’d implied she had markers for cancer and diabetes in her blood. I don’t know if anything came of this. You can see how this unfolded in the Comments under my first post:

  3. Fitalifestyle have now been added to the ASA’s list of ‘Misleading Online Advertisers’ for failure to remove the misleading chlorophyll claims:

    Here is my post regarding the chlorophyll claims and subsequent ASA adjudication:

  4. Pingback: Fitalifestyle added to ASA Hall of Shame | Josephine Jones

  5. Pingback: Radio 4 You & Yours investigate unregulated ‘live’ blood tests | Josephine Jones

  6. Pingback: Who can I complain to about Errol Denton? | Josephine Jones

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  8. Pingback: Denton’s dirty tricks campaign | Josephine Jones

  9. Pingback: Live Blood Analysis and the ASA: a catalogue of complaints | Josephine Jones

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