Irish supplement manufacturer Paradox Omega Oils Ltd. submitted a national press ad for omega-3s stating, “Miracle oil changed life for three generations of one family …" The ad continues on with a story regarding a 34-year-old with severe pain, her child with a reflux problem and her 76-year-old aunt with severe eczema and arthritis all took this fish oil supplement and, “once she started taking the oil the eczema vanished after a few weeks."
The Advertising Standards Authority (ASA) has issued a complaint challenging the claims made, including:
- The claims the product could cure reflux, severe eczema and arthritis were misleading and could be substantiated; and
- The ad made medicinal claims for a product without marketing authorization from the Medicines and Healthcare products Regulatory Agency (MHRA).
The ASA challenged whether:
- The ad was irresponsible because it could discourage those with serious medical conditions from seeking advice from a suitably qualified health professional.
According to the ASA’s Web site, Paradox responded, stating:
“[Paradox] believed there was an ongoing discussion, and many studies, about the areas of health in which omega fatty acids could be of benefit; for example, dermatology and musculoskeletal, cardiovascular and child health. They said the ad was a direct copy of an article that had appeared in a national newspaper; Paradox had no part in writing the original article, which had been researched by a journalist, and reflux, eczema and arthritis were referred to because they were part of quotations taken from the interviewee. Paradox said a pilot study and anecdotal evidence supported the initial findings of the doctor who had developed the oil; they submitted details of the background to the product and said it was a serious attempt to further research into the health benefits of omega 3 fatty acids; additional research was also being conducted. They also submitted the original press article and the pilot study. Paradox said the ad was truthful and they had no intention of misleading. They stated the interviewee had already sought medical advice; they did not intend to claim cures for serious illnesses or to prevent readers from seeking medical advice. They said they were willing to amend their future marketing material."
On a final note, ASA issued an “action item", stating: “The ad must not appear again in its current form. We told Paradox to ensure future marketing communications did not include medicinal claims for products without marketing authorization from the MHRA and did not discourage essential treatment. We also told them to ensure they held robust substantiation to support claims, including those that appeared as part of a testimonial."
According to NutraIngredients.com, Paradox is complying with ASA’s ruling.