Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Marketers claiming to be able to tell the past or predict the future must ensure that they advertise their services in a way that is not misleading (Rule 3.1). Similarly, marketers promising to break curses, banish evil spirits, improve the health, wealth, love life, happiness or other circumstances of readers should neither make promises they cannot keep nor exploit the credulity of naive or susceptible readers (Pundit Maharaj, 13 March 2002; Inner Circle, 3 October 2001; and Boss Communications, 28 February 2001).
Religious organisations may make some claims about healing only if it is clear that they are referring to spiritual, not physical, healing (Peniel Pentecostal Church, October 1998 and April 1999 distinguish between unacceptable and unsubstantiated claims for physical healing and ambiguous claims that could be seen to refer to spiritual healing).
In the ASA’s experience, those types of marketers have been unable to provide documentary evidence to prove the efficacy of their services; they should neither imply they can deliver results that they cannot deliver nor guarantee results unless the terms of the guarantee are clear (Pundit Maharaj, 13 March 2002; Marianne de Bonneville, 6 February 2002; and Mr Charif, 3 July 2002).
In 2004, CAP issued a Help Note on the marketing of psychic and spiritual services.
Also, see entry on ‘Lucky Charms’.
Last modified : 26 July 2010