TV advert for hay fever relief gadget banned by watchdog

Published on Tuesday 1 December 2009 21:59

AN ADVERT for a device claiming to relieve hay fever symptoms was banned yesterday because it could mislead sufferers.

A TV advert for Lloyds Pharmacy's "light therapy" device said it helped reduce the symptoms of hay fever.

A voiceover said the device had "been shown to help reduce symptoms like your runny nose and itchy eyes… Just pop it up your nose for a couple of minutes two or three times a day and start making the most of your summer".

The Advertising Standards Authority (ASA) said this was misleading as hay fever sufferers could think the effects would last throughout the summer pollen season.

When challenged, Lloyds Pharmacy said it had commissioned an independent clinical trial on the device, which concluded that it "significantly reduced the main symptoms of hay fever".

Upholding the complaint, the ASA concluded: "The ASA noted the ad stated the device was effective in helping to '…reduce symptoms like your runny nose and itchy eyes…' and when used for a couple of minutes two or three times a day, meant consumers could '…start making the most of (their] summer'.

"We considered that was likely to be interpreted to suggest the effects would last throughout the summer pollen season.

"We noted the study submitted by Lloyds and sought expert advice. Our expert said the study came from a credible source and was published in an internationally recognised peer-reviewed journal.

"However, because the study was carried out outside of the pollen season, it was difficult to extrapolate the results to that scenario."

The ASA also expressed concerns that the study did not support claims it would help itchy eyes, and that the study itself was "not ideal", relying on test subjects' honesty in reporting.