Post by Amaris on Oct 8, 2009 0:50:13 GMT
ASA Adjudications
Universal Church of the Kingdom of God t/a UCKG
232 Seven Sisters Road
Finsbury Park
London
N4 3NX
Number of complaints: 3
Date: 23 September 2009
Media: Poster
Sector: Non-commercial
Ad
A poster, for spiritual support from Universal Church of the Kingdom of God (UCKG), included a testimonial, from a woman, who said "'My son was born with a heart problem. After a party he started bleeding from the mouth. I rushed him to hospital and the specialist said he had 16 loose arteries. He went into a coma, his heart stopped and both his lungs collapsed. Doctors and specialists expected him to die. At the UCKG I was given some blessed oil to anoint my son with. Now that his heart and lungs are better I thank the UCKG for all the spiritual support I received". Further text stated "The Holy Anointing This Sunday at 9.30am".
A footnote stated "In accordance to the CAP Code, point 50.3, the UCKG HelpCentre's spiritual advice is to be seen as a complement to scientifically proven treatment you may be receiving. The UCKG does not claim to heal people but believes that God can through the power of faith. Always follow your doctor's instructions."
Issue
1. The British Humanist Association and two members of the public challenged whether the UCKG could substantiate the implied medicinal claim.
The ASA challenged whether:
2. the ad was irresponsible and likely to discourage people from seeking qualified medical advice by offering advice on the treatment of a serious medical condition; and
3. the reference to the CAP Code was an implied endorsement of the ad.
The CAP Code:
3.1;7.1;14.3;14.6;50.3;50.27;50.1
Response
1. UCKG pointed out that the testimonial stated clearly that the individual had received only 'spiritual support' from the church and that no other help was mentioned. They added that the reference to 'spiritual support' was previously suggested to them by the CAP Copy Advice team as an alternative to saying that the person received any sort of medical or physical help. UCKG said they had copies of the testimonial to demonstrate its authenticity.
2. UCKG stressed that it was not their intention to discourage anyone from seeking qualified medical advice as they did not offer any kind of advice for medical conditions, serious or otherwise. They pointed out that the disclaimer made clear that the spiritual support offered was to be used as a complement to scientifically proven treatment and that it added that a person should always follow their doctor's instructions.
3. UCKG believed that the reference to the CAP Code did not imply an endorsement of the ad, but merely that they offered prayer as a complement to other treatments. They said they had included the reference after referring a similar ad to the CAP Copy Advice team for advice.
Assessment
1. Upheld
The ASA noted the testimonial explained the medical difficulties experienced by the woman's son and that the medical staff involved in his treatment expected him to die. Although we considered that that made clear that proper medical treatment had been sought, we noted the testimonial also emphasised that UCKG had provided 'blessed oil' to anoint the child with before he subsequently recovered. We noted the UCKG argued that the ad made clear, in both the testimonial and explicitly in the footnote, that they offered only 'spiritual support' and noted UCKG had previously sought CAP Copy Advice over the use of the term. However, although we considered that it was a reasonable way to describe the support UCKG offered, the surrounding claims also went further. We considered that some readers were likely to infer from the ad as a whole that anointing oil had played some role in the sons recovery. Because UCKG had sent no evidence to support such an implication, we concluded that the ad was likely to mislead.
On this point, the ad breached CAP Code clauses 3.1 (Substantiation), 7.1 (Truthfulness), 14.3 (Testimonials and Endorsements), 50.1 and 50.27 (Health & Beauty Products and Therapies).
2. Upheld
We noted the ad referred to a serious medical condition. Although the testimonial explained that the woman had sought medical treatment for her son's condition, we considered that, because some readers were likely to infer from the ad as a whole that anointing oil had played some role in his recovery, the ad could discourage people from seeking essential treatment by implying that the oil had a curative effect. We therefore concluded that the ad breached the Code.
On this point, the ad breached CAP Code clause 50.3 (Health & Beauty Products and Therapies).
3. Upheld
We noted the footnote stated "In accordance to the CAP Code, point 50.3 ..." and considered that readers were likely to infer from that that the ad complied with that CAP Code clause. We considered that that was likely to be seen as an endorsement by CAP, which was a breach of CAP Code clause 14.6, and concluded that the ad breached the Code.
On this point, the ad breached CAP Code clause 14.6 (Testimonials and endorsements).
Action
The ad must not appear again in its current form.
Universal Church of the Kingdom of God t/a UCKG
232 Seven Sisters Road
Finsbury Park
London
N4 3NX
Number of complaints: 3
Date: 23 September 2009
Media: Poster
Sector: Non-commercial
Ad
A poster, for spiritual support from Universal Church of the Kingdom of God (UCKG), included a testimonial, from a woman, who said "'My son was born with a heart problem. After a party he started bleeding from the mouth. I rushed him to hospital and the specialist said he had 16 loose arteries. He went into a coma, his heart stopped and both his lungs collapsed. Doctors and specialists expected him to die. At the UCKG I was given some blessed oil to anoint my son with. Now that his heart and lungs are better I thank the UCKG for all the spiritual support I received". Further text stated "The Holy Anointing This Sunday at 9.30am".
A footnote stated "In accordance to the CAP Code, point 50.3, the UCKG HelpCentre's spiritual advice is to be seen as a complement to scientifically proven treatment you may be receiving. The UCKG does not claim to heal people but believes that God can through the power of faith. Always follow your doctor's instructions."
Issue
1. The British Humanist Association and two members of the public challenged whether the UCKG could substantiate the implied medicinal claim.
The ASA challenged whether:
2. the ad was irresponsible and likely to discourage people from seeking qualified medical advice by offering advice on the treatment of a serious medical condition; and
3. the reference to the CAP Code was an implied endorsement of the ad.
The CAP Code:
3.1;7.1;14.3;14.6;50.3;50.27;50.1
Response
1. UCKG pointed out that the testimonial stated clearly that the individual had received only 'spiritual support' from the church and that no other help was mentioned. They added that the reference to 'spiritual support' was previously suggested to them by the CAP Copy Advice team as an alternative to saying that the person received any sort of medical or physical help. UCKG said they had copies of the testimonial to demonstrate its authenticity.
2. UCKG stressed that it was not their intention to discourage anyone from seeking qualified medical advice as they did not offer any kind of advice for medical conditions, serious or otherwise. They pointed out that the disclaimer made clear that the spiritual support offered was to be used as a complement to scientifically proven treatment and that it added that a person should always follow their doctor's instructions.
3. UCKG believed that the reference to the CAP Code did not imply an endorsement of the ad, but merely that they offered prayer as a complement to other treatments. They said they had included the reference after referring a similar ad to the CAP Copy Advice team for advice.
Assessment
1. Upheld
The ASA noted the testimonial explained the medical difficulties experienced by the woman's son and that the medical staff involved in his treatment expected him to die. Although we considered that that made clear that proper medical treatment had been sought, we noted the testimonial also emphasised that UCKG had provided 'blessed oil' to anoint the child with before he subsequently recovered. We noted the UCKG argued that the ad made clear, in both the testimonial and explicitly in the footnote, that they offered only 'spiritual support' and noted UCKG had previously sought CAP Copy Advice over the use of the term. However, although we considered that it was a reasonable way to describe the support UCKG offered, the surrounding claims also went further. We considered that some readers were likely to infer from the ad as a whole that anointing oil had played some role in the sons recovery. Because UCKG had sent no evidence to support such an implication, we concluded that the ad was likely to mislead.
On this point, the ad breached CAP Code clauses 3.1 (Substantiation), 7.1 (Truthfulness), 14.3 (Testimonials and Endorsements), 50.1 and 50.27 (Health & Beauty Products and Therapies).
2. Upheld
We noted the ad referred to a serious medical condition. Although the testimonial explained that the woman had sought medical treatment for her son's condition, we considered that, because some readers were likely to infer from the ad as a whole that anointing oil had played some role in his recovery, the ad could discourage people from seeking essential treatment by implying that the oil had a curative effect. We therefore concluded that the ad breached the Code.
On this point, the ad breached CAP Code clause 50.3 (Health & Beauty Products and Therapies).
3. Upheld
We noted the footnote stated "In accordance to the CAP Code, point 50.3 ..." and considered that readers were likely to infer from that that the ad complied with that CAP Code clause. We considered that that was likely to be seen as an endorsement by CAP, which was a breach of CAP Code clause 14.6, and concluded that the ad breached the Code.
On this point, the ad breached CAP Code clause 14.6 (Testimonials and endorsements).
Action
The ad must not appear again in its current form.
