I’ve just had a complaint responded to. The company concerned will now apparently withdraw their non evidenced based claim that their product “helps detect cancer early”.
This claim has been made for some time, it’s nonsense, and it’s right that it goes.
But: the letter from the ASA says that since the company will voluntarily amend their website, they will take no further action, it will be noted on their website as an ‘informally resolved case’ (which means no details of their potentially dangerous previous advert and reason for it’s withdrawal) only, and I have to ‘treat the contents of this letter as confidential’, which presumably means that I’m not allowed to say which company offering supposedly early detection cancer devices (they aren’t) have amended their advertising.
So what will happen if I name the company and what they’ve said and what they’ve changed? Is this a system that is fit for purpose?