Ionic Balance
3 Balloan Road
Inverness
IV2 4JF
- Trading As:
- Ionic Balance
- Product:
- Ionic wristbands
Background Information
Misleading Advertising – Ionic Balance is in breach of the UK Advertising Standards Code for making unproven efficacy claims about Ionic Balance Band bracelets.
The ASA published an adjudication against Ionic Balance on the 26 October 2011 (see below). The ASA investigated whether Ionic Balance could substantiate the efficacy claims for the Ionic Balance Band on www.ionic-balance.com and their Facebook page.
The website and Facebook page claimed that the Ionic Balance Band could have the following benefits: increased energy and stamina, faster recovery, faster healing and enhanced immune function, reduced fatigue, boosted metabolism, improved blood circulation, improved flexibility and balance, deeper sleep, improved mood, greater wellbeing, sharper concentration and more focus, regulated seratonin levels, amplified strength and stabilised blood pressure. The website stated that tourmaline, the “active ingredient” of the Ionic Balance Band, produced negative ions, far infrared rays and alpha waves and made efficacy claims in relation to them. The ASA considered that the advertisers had not provided robust evidence to substantiate efficacy claims (including those in the testimonials and endorsements) for negative ions, tourmaline, far infrared rays and alpha waves or the implication that the Ionic Balance Band would also have those effects on wearers. The website referenced a number of studies and a range of medical conditions including asthma, arthritis, stroke, high blood pressure, gout and bronchitis. The ASA considered the ad should not refer to medical conditions for which medical supervision should be sought.
Although the ASA has adjudicated against Ionic Balance, and has made requests for an assurance of future compliance, Ionic Balance continues to feature problematic claims on its website and Facebook page.
Because of Ionic Balance’s continued non compliance we took the decision to place its details on the ASA section of the website on 20 December.
These details shall remain in place until such time as “Ionic Balance” has removed or appropriately amended the claims on its website or Facebook page to ensure compliance with the CAP Code.
Relevant Adjudication