An advertisement for baby teething necklaces, which recommended infants wear them all times, has been changed after complaints were made to the Advertising Standards Authority.
The advertising watchdog released a raft of new decisions today, many of them as a result of complaints about online advertisements for therapeutic products.
The website mamapukeko.co.nz displayed the advertisements for amber teething necklaces and bracelets, which it said were a natural, side-effect free analgesic for babies. It said they should be worn at all times and could also help adults with arthritis and back pain.
"Amber is a great way to help soothe the pain and inflammation of baby teething, eczema and arthritis," the advertisement said.
"Baltic Amber Teething Necklaces are a natural analgesic remedy for babies."
The complainant said the advertisement made several unsubstantiated therapeutic claims and raised concerns about the advice on the website.
On learning of the complaint, the advertiser, Mama Pukeko amended or removed the claims and said it had never been its intention to mislead.
"As far as I know there have been no scientific studies on amber use for teething and/or pain, and the complainant acknowledges this himself on his own website," the advertiser said.
"So while it has not been proven, it has also not been disproven. Just because something is unproven yet does not mean it may not be in the future."
The authority was satisfied with the response and the matter was settled with no further action being taken.
The authority also upheld a complaint about an advertisement on the Pulse Solutions website, which promoted accelerated healing for animals by using magnetic coils that pulsated at various frequencies.
The advertisement claimed Pulsed Electro-Magnetic Field Therapy "is the most advanced and effective treatment of soft tissue injuries, arthritis, fractures and degenerative diseases".
The authority determined that the advertisement was likely to deceive or mislead the consumer and, as such, had not been prepared with a due sense of social responsibility.
It also upheld a complaint about an advertisement on the Harmonic Healer website, which made numerous claims about the ability of a "harmonic frequency generator".
The advertisement claimed the device had success "in healing cancer, arthritis, asthma, alzheimers, emphysema, depression ... and most things."
The complainant said the claims were false and could cause great harm to some people who may choose to rely on Harmonic Healing instead of medical treatment.
The authority said the advertiser had been unable to substantiate any of its claims.