UK Direct Shop Ltd can’t name the celebrities who supposedly use its bracelet

  1. Today (25 April 2018) the Advertising Standards Authority (ASA) listed UK Direct Shop Ltd on its website as one of 43 “informally resolved” cases this week. This was after my complaint to the advertising regulator about the company’s ad that appeared in the Daily Mail newspaper on 21 February 2018.
  2. The ad was for the “Bio-Mag Therapy Bracelet”. (Daily Mail 21 Feb 2018) I first wrote about UK Direct Shop Ltd and its bracelet on 9 May 2017, when I pointed out that there was no UK-registered company with that name, according to the Companies House register. There still isn’t.
  3. As you can see, the ad proclaims: “As used by celebrities!” It also states: “Even well-known celebrities are wearing them.”
  4. I asked UK Direct Shop in an email to tell me which celebrities use its bracelet. In its reply the advertiser didn’t name any celebrities. UK Direct Shop wrote: “Unfortunately I am unable to disclose the names of any celebrities that use the Bio Mag Therapy Bracelet. This is due to the fact that the bracelet is a health product, and as such the celebrities that use the product do not wish to be identified as this would indicate that they are suffering from a health problem themselves. One of the key features of the bracelet is that it is discreet, this is a key reason why people that are in the public eye use this product as they do not wish to be seen as having health problems.”
  5. The advertiser’s answer is unacceptable. It should be able to substantiate its claims about celebrities using the product.
  6. The ASA agreed. On 12 April 2018, it told me in an email: “We contacted the advertiser, and they were unable to substantiate the claim concerning celebrities. They have agreed to remove the claim from their future advertising unless they are able to evidence it.”

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