Advert for water ioniser banned

The Advertising Standards Authority (ASA) has upheld a complaint about an advert which claimed a water treatment device had a raft of health benefits.

The Water Ionizer Company published a leaflet which claimed that their product had anti-ageing properties, could treat serious medical conditions, including leukaemia and arthritis, and had anti-bacterial properties.

The leaflet stated: "Our alkaline water is a powerful and effective antioxidant, and can minimise the accumulation of cancerous or damaged cells by decreasing the amount of free radicals in the body.

"Alkaline water with its higher pH can help balance the body's overly acidic state, destroying the optimum environment for diseases to thrive".

The claims, the ASA has ruled, were misleading and the references to serious medical conditions could discourage people from seeking essential treatment.

The ASA ruled that the advert cannot appear again in its current form.

The Authority has instructed the Water Ionizer Company not to make efficacy or health benefit claims and not to refer to the serious medical conditions mentioned in the advert. Alison Brown



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