Advertising Standards Authority hands Biomag their arses

The Biomag people are so convinced that sleeping on a magnetic surface has proven health benefits that they freely advertise these.  But medical claims require rigorous proof, and even though it is well marketed and probably a nice sleep, the ASA isn’t buying their bullshit

The Complaints Board then turned to consider the claim in the FAQ section of the website that said: “Your BioMag mattress pad will not only ease your pain, but an increased production of melatonin will help you get a deeper, restorative sleep.”

Looking at the substantiation provided by the Advertiser, the Complaints Board noted that while there was some evidence to support the role of magnetic energy and the production of melatonin, those studies were clear that this link was yet to be verified, however, in the Complaints Board’s view the evidence that did exist could not be extrapolated to support claims about the influence of the BioMag on melatonin.

Given the high standards of social responsibility required for therapeutic claims the Complaints Board said the evidence supplied by the Advertiser was not of sufficient rigour to substantiate the claims on the website. Therefore, the Complaints Board ruled that, the website advertisement was in breach of Principles 2 and 3 of the Therapeutic Products Advertising Code.

Accordingly, the Complaints Board ruled to Uphold the complaint.

Good on them too.

Just because Biomag are the upmarket version of snakeoil medical cures doesn’t mean they should be allowed to get away with unproven claims.

Here’s a reminder of similar products in that category that had to bite the dust

PowerBalance Admits Their Wristbands Are a Scam

I don’t think this would surprise anyone, but PowerBalance—manufacturers of plastic wristbands with hologram stickers on it—have admitted that there’s “no credible scientific evidence that supports [their] claims and therefore [they] engaged in misleading conduct.” Here’s their statement:

In our advertising we stated that Power Balance wristbands improved your strength, balance and flexibility.

We admit that there is no credible scientific evidence that supports our claims and therefore we engaged in misleading conduct in breach of s52 of the Trade Practices Act 1974.

If you feel you have been misled by our promotions, we wish to unreservedly apologise and offer a full refund.

and here is another

Magnetic Healing: An Old Scam That Never Dies

Magnetic charms, bracelets, insoles, and braces remain popular and are sold with claims that they improve athletic performance, relieve arthritis pain, increase energy, and pretty much treat whatever symptoms you might have. These products may seem modern and high-tech, but similar devices and claims have been around for centuries.

Electromagnetism is the real energy of life, and therefore it is very plausible that all sorts of magnetic and electrical interventions will be useful for diagnostic and therapeutic purposes. But this potential also opens up a market for countless quack magnetic devices that exploit this appeal. You can buy what are essentially refrigerator magnets to strap to your elbow or knee or put in your shoe or under your pillow. These static magnetic fields have no demonstrable effect on blood flow or living tissue, and their fields are so shallow that they barely extend beyond the cloth in which they are encased, let alone to any significant tissue depth. The scientific evidence for their efficacy is negative (Pittler et al. 2007). Even more absurd are magnetic bracelets that are supposed to have a remote healing effect on the body. Their plausibility plummets even further.

It is eternally frustrating that scientific evidence and academic acceptance of medical claims seem to have no bearing on the marketing and popular appeal of those claims. This disconnect appears to be especially true of claims for magnetic devices and treatments-and it has survived for centuries.

Doesn’t stop the Biomag people though.  They’re making good coin out of their false clinically unproven hopes:

Biomag offers unproven health benefits - ASA

Biomag offers unproven health benefits – ASA

 

This is how much Biomag believes in their own products.

from Biomag web site

from Biomag web site

There are no moving parts in a magnet.  Magnets do not need repair or maintenance.  Yet you only get 60 days to make a claim that the product is somehow not living up to the claims or is “faulty” in some way.


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As much at home writing editorials as being the subject of them, Cam has won awards, including the Canon Media Award for his work on the Len Brown/Bevan Chuang story.  And when he’s not creating the news, he tends to be in it, with protagonists using the courts, media and social media to deliver financial as well as death threats.

They say that news is something that someone, somewhere, wants kept quiet.   Cam Slater doesn’t do quiet, and as a result he is a polarising, controversial but highly effective journalist that takes no prisoners.

He is fearless in his pursuit of a story.

Love him or loathe him.  But you can’t ignore him.

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