An advertiser has been ordered to remove online claims
that magnetic wrist and ankle bands have therapeutic benefits
including relieving tension and purifying blood.
A complaint to the Advertising Standards Authority (ASA) said
the ads on the Magnetic Magnets' website made unsubstantiated
The website contained the statement that the product:
"releases Far infrared wave, which can help relieve tension
and improve the blood circulation. Releases negative ions to
purify blood, activate cells and promotes the balance of the
Complainant M Honeychurch said there was no evidence provided
to back up the claims, and an online search "seems to suggest
that no reliable link has ever been found between magnets and
the kinds of health improvements that are claimed".
Magnetic Magnets responded that the claims referred to the
properties of tourmaline, which produced the benefits, rather
As a retailer, it had asked the supplier for evidence to back
up the claims.
The supplier provided three test reports, however they were
written in Chinese and a translation was not supplied.
Magnetic Magnets said the product worked by producing far
infrared waves, which produced heat, and there were strong
therapeutic benefits from heat treatment.
It also provided other information from websites, including
Wikipedia, and an email from a customer backing up the
The ASA complaints board said the evidence provided was
insufficient to support the claims made.
It found the advertisement was likely to mislead consumers
and did not present scientific information in an accurate
The complaint was upheld and the advertisement was ordered to
The board noted at the time of the December 11 decision, the
company's website was unchanged.
Last evening the claims had still not been removed.
Magnetic Magnets said they had not received notification of
the decision, and also had problems with notification of the
They believed it may have been sent to an incorrect address.
The website said the company was New Zealand-owned and
operated and sold exclusively online.
- Heather McCracken of APNZ