Live Blood Analysis: no health claims allowed

Practitioners should not be making health claims for Live Blood Analysis. Not a single one. There is no evidence to support them.

The UK Committee of Advertising Practice (CAP) have published guidance on Live Blood Analysis, which advises

CAP is yet to see any evidence for the efficacy of this therapy which, without rigorous evidence to support it, should be advertised on an availability-only platform.

As CAP point out, practitioners have claimed that by observing the blood, they are able to identify abnormalities in blood cells including allergies, vitamin deficiencies, illness, weakness and detect diseases.

In 2010, the ASA upheld a complaint about an ad for live blood analysis which claimed “With a live analysis, the following can be identified, including: Relative level of acidity in the body fluids and the Effects they have especially for weight loss! Blood sugar imbalance Vitamin deficiency, Allergies, cholesterol Uric acid and mycotoxins Gastro-intestinal tract dysfunction Detection of parasites, yeast, fungus and mould Imbalance associated with degenerative conditions”.  The advertisers were unable to substantiate the claims and the ASA considered the ad misleading (Live Blood Test, 13 October 2010).

Similarly, in 2013, the ASA upheld a complaint about a practitioner whose ad made claims including “…Crohn’s disease is not a disease at all and that it is the result of poor dietary habits causing inflammation to its unwitting victims”, “It is now high time to look at a safe natural alternative that works” and “Errol has treated conditions such as Arthritis, Cancer. Diabetes. Gout etc…”  The ASA noted that the ad made efficacy claims for conditions for which medical supervision should be sought and that diagnoses and treatment for them could only be provided by a suitably qualified medical professional. Because the advertiser could not demonstrate that this was the case, the ASA considered that the ad was likely to discourage essential medical treatment and therefore breached the Code (Live Blood Test t/a Errol Denton, 27 February 2013).

Both these adjudications are against Errol Denton. In total, there are five ASA adjudications against his ads (six, if you count the Groupon one). Denton appears twice on the ASA’s list of non-compliant online advertisers. He even told BBC Radio 4 You & Yours that he considers ASA rulings against his ads to be irrelevant and nonsensical.

I don’t think Errol will take much notice of CAP. I don’t suppose Stephen Ferguson (The Natural Health Clinic), Katrin Hempel (London Natural Therapies) or David Parker (Steps to Perfect Health) will either. These quacks all ignored ASA rulings against their ads and all appear on the ASA naughty list. With the exception of David Parker (whose website is suspended at the time of writing), all of them persist with the same problematic claims.

But this is still great news. I would hope the less brazen practitioners will take note and amend their advertising. Perhaps some of them may even question why they are offering live blood analysis at all. It gives no health benefit and has a distinctly dubious reputation.

And if you still somehow believe live blood analysis is of any use, think twice before you advertise. ASA complaints just got a whole lot simpler.

Related articles

Radio 4 You & Yours investigate unregulated ‘live’ blood tests Josephine Jones 17/03/12

Live Blood Analysis and the ASA: a catalogue of complaints Josephine Jones 14/01/12

Therapies: Live Blood Analysis Commitee of Advertising Practice, 03/07/13

4 responses to “Live Blood Analysis: no health claims allowed

  1. Excellent. This should mean that any future complaints can be fast-tracked straight to Compliance without the bureaucracy of a full investigation and adjudication.

    That’s two forms of quackery clarified in short order: live blood and homeopathy.

  2. Marvellous!

    Let’s wait for the woo-fans to turn up!

  3. DRY LAYER BLOOD TEST: Sometimes called the Oxidative Stress Test; it differs from the previous one in that it uses a dried sample of blood rather than the living blood. It originated in Europe in the 20*s and was first introduced to the USA by the head of surgery at Massachusetts General Hospital in Boston, Dr. H.L. Bowlen in the 30*s. He learned the test from General Dwight D. Eisenhower*s NATO physician, Dr. Heitan and Dr. La Garde. Recent research conducted in several U.S. universities and by many independent researchers has validated this test. Not to mention over 70 years of use by various practitioners and in clinics around the world. The different patterns and formations showing in the dry blood is an amazing wealth of information concerning the person’s health. Amazingly it can be read like a map pointing to different weakness and problems. While the Live Blood shows a more immediate picture the dry blood test shows a more long term picture and therefore the more long term damage as well as present conditions.

    • “Amazingly it can be read like a map pointing to different weakness and problems.”

      This sounds a bit like reading tea leaves.

      “While the Live Blood shows a more immediate picture the dry blood test shows a more long term picture and therefore the more long term damage as well as present conditions.”

      Erm, no. Your assertions are not supported by evidence, nor are they remotely plausible.

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