Leaflet for “detox foot patches” even worse than ads

  1. Today (18 April 2018) Health Broadcast Ltd, a fake limited company, has surpassed itself with a leaflet promoting the ridiculous “detox foot patches”. The leaflet is even more concerning than the firm’s national newspaper ads for same (see previous post).
  2. The leaflet was an insert in – you’ve guessed it – the Daily Mirror.
  3. For many reasons, the leaflet is shocking. For a start, it makes so many misleading health claims. Here I ignore those. Instead, I want to highlight something about the leaflet that means we can quickly dismiss the advertiser, without even considering the ludicrous health claims.
  4. The front of the leaflet proclaims “Detox while you sleep!”, “see press article inside”: Leaflet front back. The so-called article actually appears on the back of the leaflet, below the banner, “national press coverage”. As you can see, a newspaper, national or local, isn’t actually named. Funny that.
  5. What does the so-called article say? Well, the headline is certainly familiar, “Detox while you sleep!” As is the author, Sally Jennings. But then so, too, are the photo and content! That’s because what’s presented as an article in an unnamed national newspaper is in fact Health Broadcast Ltd‘s ad in the national press (see previous post) – but this time it isn’t identified as an ad.
  6. The presentation of the ad in the Mirror, remember, is highly troubling: it’s labelled “health report”, and creates the impression it’s an editorial feature written by Ms Jennings. Now it’s even worse in the leaflet, where the ad is presented as an article in the national press.
  7. The dishonesty is shocking. As I say, there’s no need to examine the preposterous health claims.
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Yet another ad for “detox foot patches” in the Daily Mirror

  1. Today (17 April 2018) the Daily Mirror newspaper carried yet another full-page ad for the ridiculous “detox foot patches”: Daily Mirror 17 Apr 2018.
  2. Again, the advertiser is Health Broadcast Ltd, a fake limited company I first wrote about on 15 August 2017.
  3. In January 2018, Private Eye reported my linked exposés of national newspaper ads by Health Broadcast Ltd for “detox foot patches” (see 25 January 2018 post).
  4. Why does the Daily Mirror continue to show such disdain for its readers this way?

Private Eye reports exposés of national newspaper ads by fake limited company for “detox foot patches”

  1. The current issue of Private Eye (1462) reports my linked exposés of national newspaper ads by a fake limited company for “detox foot patches” (see previous post and the reference there).
  2. Private Eye is the UK’s number one best-selling news and current affairs magazine.
  3. You won’t find the report – or much else from the magazine – on the Eye website because the online presence is minimal. Heres a scanned copy of the page from my subscription copy – see top right corner: Private Eye 1462.

Ad again for “detox foot patches” in Daily Mirror – despite Dr Miriam Stoppard’s warning

  1. On 19 December 2017, Daily Mirror health columnist Dr Miriam Stoppard rightly dismissed “detox foot patches” as a sham. But something she didn’t mention: her newspaper carried ads for them earlier last year (see 19 December 2017 post).
  2. Well, the same advertiser, Health Broadcast Ltd, is today (17 January 2018) back in the Mirror with a full-page ad for… “detox foot patches”: Daily Mirror 17 Jan 2018.
  3. Why does the Daily Mirror continue to fail its readers this way?

Dr Miriam Stoppard dismisses “detox foot patches” as a sham – but Daily Mirror carried ads for them earlier this year

  1. On 19 December 2017, Daily Mirror health columnist Dr Miriam Stoppard rightly dismissed “detox foot patches” as a sham: Daily Mirror 19 Dec 2017.
  2. But something she didn’t mention: her newspaper carried ads for them earlier this year. See, for example, this ad on 25 January 2017: Daily Mirror 25 Jan 2017 p.24. The same ad also appeared on 7 March 2017: Daily Mirror 7 Mar 2017 p.35.
  3. The advertiser is Health Broadcast Ltd, a company I wrote about on 15 August 2017. As I then pointed out, there’s no UK-registered company with that name, according to the Companies House register. Further, the company didn’t respond to emails asking why it isn’t on the Companies House register.
  4. My 15 August 2017 post describes my complaints to the Daily Mail newspaper after it persisted in publishing ads for Health Broadcast Ltd.

Daily Mirror blurs the separation between editorial and advertising

  1. On 22 May 2017, the Daily Mirror newspaper published a health-related ad featuring Dr Miriam Stoppard opposite her column. The ad risks undermining both her and the newspaper’s editorial integrity.
  2. That day Dr Stoppard’s column was on p.30 (Daily Mirror 22 May 2017 p.30), and the ad on the other page of the double spread, p.31 (Daily Mirror 22 May 2017 p.31).
  3. There’s a clear conflict of interest between her role as Daily Mirror health columnist and her endorsement in ads of health-related products and services.
  4. Dr Stoppard is also continuously promoting the advertiser on Twitter (screen shot in Figure 1), without disclosing she’s appearing in its press ads and on its website (screen shot in Figure 2), and thus presumably is paid by the company. Her Twitter biography proclaims “Daily Mirror health expert” (screen shot in Figure 3).

    Figure 1. Dr Miriam Stoppard on Twitter promoting a company, without disclosing she fronts its press ads at 23 May 2017

    Figure 2. Dr Miriam Stoppard on company website at 23 May 2017

    Figure 3. Dr Miriam Stoppard’s Twitter biography at 23 May 2017

  5. What’s worse, the Daily Mirror published Dr Stoppard’s ad – and alongside her column. As I say, the ad risks undermining both her and the newspaper’s editorial integrity.
  6. Dr Stoppard joins the club of media doctors who undermine their credibility by appearing in health-related ads – doctors such as Dr Hilary Jones (see 3 April 2017 & 10 April 2017 posts) and Dr Chris Steele (see 18 April 2017 post).
  7. Neither Lloyd Embley, Daily Mirror editor-in-chief, nor Dr Stoppard responded to my complaint, which I sent twice to both.