A complaint was raised in relation to an advertisement for online retailer UK Direct Shop, on the basis that the claims made in the advertisement were misleading and could not be substantiated. The advertisement featured a magnetic link bracelet with pain relief magnets, with accompanying text stating “AS USED BY CELEBRITIES!” The retailer provided no evidence to confirm that the bracelet had been used by celebrities.

The ASA considered that the claim was presented conclusively, and therefore consumers would be likely to interpret it literally. The complaint was therefore upheld. The advertisement breached the CAP Code on the basis that it was misleading and UK Direct Shop did not hold documentary evidence to demonstrate that the endorsement was genuine.

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