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.
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