UPDATE 20/06/12 Forty-nine people reported this ad to the ASA, who upheld our complaints today. It seems some of the complaints concerned an earlier edition of the leaflet – some of the quotes on the adjudication differ from my leaflet (for example, the misspelling of ‘arthritis’ as ‘arthritus’).
Lots of people have been in touch to tell me where they have seen the ads. I have been in touch with the magazines concerned and included their responses here.
UPDATE 12/07/12 Press release: MHRA warns arthritis sufferers about buying unlicensed arthritis treatment
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You may have seen these pictures somewhere before. They featured in a recent magazine insert and have already been emailed to Ben Goldacre by an orthopaedic surgeon, who was
not currently aware of any oral medication that can reverse crippling deformity of severe hallux valgus to a normal foot in 61 days
I have one of the inserts on my desk as I type. The product in question is ‘Doctor’s Arthroplex®‘ – an apparently revolutionary, yet unlicensed product available in capsule and gel form and claimed to be recommended by health professionals. Such inserts have recently been slotted between the pages of My Weekly, the Caravan Club magazine, Saga Magazine and Sporting Shooter.
Should you wish to say ‘no more!’ to joint pain, you are advised to order online (here), ring the Sales Team on 0845 658 5010 or send credit card details or cheque to an address in the Netherlands (Arthroplex. Eurowide Fulfilment, IBRS/CCRI, Numero 13011, Breda, 4800 VE, Netherlands).
This doesn’t necessarily mean that the product will arrive. Continue reading →