Complaint upheld against Pheka Agency Co Ltd for “misleading” claims relating to EMF radiation – 12 August 2020

In May 2020, a paid for advertisement appeared on Facebook promoting a pendant made from natural crystals and cooper. Two claims were made in the advertisement: firstly, that electromagnetic radiation from devices such as laptops and phones could be harmful, and secondly, that the orgone pendant advertised had the ability to protect consumers against such EMF radiation. A complaint was raised on the basis that the claims made were misleading and could not be substantiated by the advertiser. The ASA upheld the complaint and ruled that the advertisement was in breach of the CAP Code. The advertisement must not appear again in its current form.