At a psychic fair in October 2007, I came across a stand advertising "Nutri-Energetics Systems - A New Paradigm in Healthcare". Could it be that I had found the holy grail of pseudo-science?
According to their literature (click on the picture to see it in full-resolution), it's a
"revolutionary approach to health, the culmination of 25 years of work into how physics explains biology - through the mapping of the quantum electrodynamics body-field"
.... and it marvel at the multi-disciplinary science:
"the NES-Professional system integrates research from the fields of physics, quantum biology, mathematics and Western and Chinese medicine."
Their claim is that there is a "human electrodynamics body-field" that they've been able to map with their incredible technology. Just pay £45 and put your hand on something that looks like a mouse with tin-foil attached. The system will "read your body-field and compare it to the optimum human body-field, which is encoded in the software".
And if your "human body-field" isn't optimum? They sell "NES Infoceuticals" (small bottles of water) for £12.
"Nutri-Energetics has devised a unique method of imprinting a base of organic colloidal minerals with information representing different aspects of the optimum human body-field. When you take an Infoceutical as drops in water, the QED information acts as a magnetic signpost to the subatomic particles in your body-field; aligning these particles helps to restore optimum health."
Hmmmm.........
My letter to the Advertising Standards Authority (see below) prompted an investigation and the appropriate
Adjudication. Success!
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10 November 2007
Advertising Standards Authority
Mid City Place
71 High Holborn
London
WC1V 6QT
Ref: A07-43223/ROC
Dear Mr. O’Connell,
I have enclosed the leaflet as requested in your last letter.
It’s extremely difficult knowing where to start with this complaint. The scientific content in the leaflet has simply been made up. Honing in on any specific claim is difficult because the leaflet is comprised almost in entirety of fabricated claims.
I have spent some time going through your web site and picking out the various points that NES’s leaflet would appear to breach.
2.1 All marketing communications should be legal, decent, honest and truthful.
The leaflet is dishonest in that it consists almost in entirety of pseudo-scientific claims that have simply been made up. Specifically, there is no scientific evidence for the existence of a “quantum electrodynamics body-field”. This claim is untruthful; it is pseudoscience. Everything else in the leaflet stems from this claim (e.g their claimed ability to be able to measure this field and manipulate it with “Infoceuticals”).
3.1 Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation.
Relevant evidence should be sent without delay if requested by the ASA or CAP. The adequacy of evidence will be judged on whether it supports both the detailed claims and the overall impression created by the marketing communication. The full name and geographical business address of marketers should be provided without delay if requested by the ASA or CAP.
As this is clearly pseudo-science rather than real science, there can be no credible documentary evidence to back up any of their claims. I have spent time looking for evidence on the Internet and all references to the “quantum electrodynamics body-field” seem to come only from NES or NES affiliated sites. This is clearly not a scientific theory.
The leaflet makes the following unsubstantiated claims:
· That they have managed to map a “quantum electrodynamics body-field”.
· That this body-field “acts as the master control system for the physical body”. (Note: Science has quite conclusively demonstrated that the master control system for the physical body is the brain.)
· That they have “devised a unique method of imprinting a base of organic colloidal minerals with information representing different aspects of the optimal human body-field.”
· That “When you take an Infoceutical as drops in water, the QED information acts as a magnetic signpost to the subatomic particles in your body-field”.
· That “aligning these particles helps to restore optimal health”.
· “The NES software is able to ‘read’ your body-field”.
6.1 Marketers should not exploit the credulity, lack of knowledge or inexperience of consumers.
The advertising material is specifically targeted to exploit consumers with a lack of scientific knowledge. By using scientific language such as “quantum electrodynamics”, “quantum biology”, “field” and “subatomic particles” they try to convince the inexperienced consumer that the product is based upon scientific investigation.
50.1 Medical and scientific claims made about beauty and health-related products should be backed by evidence, where appropriate consisting of trials conducted on people. Where relevant, the rules will also relate to claims for products for animals. Substantiation will be assessed by the ASA on the basis of the available scientific knowledge.
There appears to be no scientific basis for any of their claims. I can find no reference to clinical trials.
Again, the following claims are made:
· That they have managed to map a “quantum electrodynamics body-field”.
· That this body-field “acts as the master control system for the physical body”.
· That they have “devised a unique method of imprinting a base of organic colloidal minerals with information representing different aspects of the optimal human body-field.”
· That “When you take an Infoceutical as drops in water, the QED information acts as a magnetic signpost to the subatomic particles in your body-field”.
· That “aligning these particles helps to restore optimal health”.
· “The NES software is able to ‘read’ your body-field”.
I believe it is appalling that a company is trying to extort £45 for a “Consultation and scan” plus an additional £12 for “Infoceuticals” from ill people who are easily fooled. I do hope you take this complaint seriously.
I look forward to your response.
Yours sincerely,
Simon .