A television advertisement for Pain Erazor has been removed after the Advertising Standards Authority upheld a complaint that the ad made exaggerated claims about the product's effectiveness.
The ad for the pain relief pen stated, in part: "Introducing Pain Erazor – The incredible innovation in drug-free pain relief that's fast, affordable, convenient and extraordinarily effective…."
The ASA received four complaints questioning Pain Erazor's claims about the efficacy of the product and lack of supporting evidence over the phrase 'extraordinary effective'.
One complainant wrote: "The advertisement makes claims of medical benefits; specifically, pain relief. The claims are not backed by any independent research or supported by any data, including on the product website."
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The advertiser said the term 'extraordinary effective' referred to the breadth of the types of pain the device could help elevate.
They also noted a previous ASA decision had ruled that sufficient substantiation had been provided by the advertiser to support the claim that the Pain Erazor device provides relief of chronic and acute pain.
However, the complaints board said the likely consumer takeout from the claim 'extraordinary effective' was that it provided an exceptional level of pain relief and was more effective than other types of pain relief.
The complaints board said the advertiser had "not substantiated" that the Pain Erazor provided either exceptional relief or was more effective than other pain relief products, and therefore was likely to mislead or confuse consumers and was in breach of Principles 1 and 2 of the Therapeutic and Health Advertising Code.