1023

I wasn’t able to make Frank Swain’s talk at Westminster Skeptics in the Pub on Monday night, but I did catch up with the uncensored parts on The Pod Delusion Podcast later.

Frank is right when he says that there are a whole host of reasons why people believe, and to convince them we need to meet them on their own turf. If anecdotes convince people to believe, anecdotes will be more effective in convincing them not to believe. (I should clarify that I’m summarising what Frank says, these are my words.)

As an example of a campaign that was not effective, Frank cited 1023.

On the point of 1023 being ineffective, I disagree.

What Frank was saying is that the main message of the 1023 campaign is that “there’s nothing in it”. Homeopaths know there's nothing in it. People who have been shunning real medicine in favour of homeopathy for years know there's nothing in it.

And people who already know there’s nothing in it are not going to be convinced by being told that there’s nothing in it. Frank’s right here - but he’s very wrong when he says that this makes it an ineffective campaign.

A tiny percentage of the population shares our skeptical viewpoint. A larger, yet still small percentage; practice homeopathy.

In the middle sits the vast majority, ready to be plucked by either camp. They go to dinner parties and people tell them they’ve visited a homeopath. They walk past homeopathic practices on their way to work. They’re mostly rational, but don’t know what homeopathy is. They may know there isn’t much evidence to show that it works, but they don’t realise that it’s been tested time after time and shown to be ineffective. They don’t realise that it lacks an active ingredient altogether. They don’t realise that it’s a thoroughly discredited absurdity. They don't realise that there's nothing in it.

It is these people who will be convinced by 1023.

If you’re trying to convince as many people as possible, and are within an environment where the vast majority of people are ignorant yet open minded, only a complete fool would target those who already know about the subject, but are so close minded that they ignore the knowledge they already possess.

I have had a couple of opportunities to speak to open-minded, intelligent audiences on this subject. Most people don’t know what it is. Simply explaining it is all that is required to convince them, completely, that it’s nonsense. It takes minutes.

1023 did this on a mass scale. It was a beautiful, engaging demonstration. Hundreds of people took 42 times the recommended dosage of so called "drugs". This impersonation of a crazed religious sect grasped the attention of newspaper reporters. How can a paper not report a mass drug overdose?

The message was clear: we’re able to do something that seems implausible because we’re using implausible medicine. Or - we’ll be fine: there’s nothing in it.

Of course you won’t convince a homeopath. But that homeopath needs customers. And because of 1023, homeopaths are now operating in an environment where many more people know they’re peddling pills that contain nothing. Their customers are socialising with more people who know the pills contain nothing.

Grow this simple understanding throughout the population and you create an environment where homeopathy will struggle to survive. 1023 did that beautifully.

Frank said people aren’t convinced by facts. Telling a story is in many cases more convincing. So I’ll end with a story. Here it is:

Before I was convinced by facts, I once suggested to someone that they might try visiting a homeopath.

A Step-by-Step ASA complaint

Recently I’ve had lots of requests for advice on the best way to complain to the Advertising Standards Authority about various devices falsely claiming health benefits. The good news is that it’s easy. But of course, if you hadn’t done it before you wouldn’t know that.

I’m going to walk you through the process with a quick example, an advertisement for a Reflexology Circulation Enhancer in July 25th’s Sunday Telegraph.

The first step is to look through the ad, sentence by sentence, to see if you can find any specific misleading claims. You’re not just looking for outright lies, but also what Harry Frankfurt defines as bullshit. Claims that have been made up without concern for whether they’re true or not.

Sometimes the advertiser won’t make their claims clearly, they will imply them. The ASA can still adjudicate against misleading implications.

You can click the picture to the right to see a clearer view of the ad. If I work through from the top, we find something pretty quick.

1. The title “circulation enhancer” clearly implies that this product is able to increase circulation. I do not believe that the manufacturer JML have any evidence to substantiate this claim.

Easy.

The subtitle is the next obvious bit. “The ingenious electronic device uses ancient Chinese reflexology techniques to relieve the stresses and strains of the day and boost your energy levels through the power of your feet!”. So I’d simply quote this, then question it:

2. The advertisement claims “The ingenious electronic device uses ancient Chinese reflexology techniques to relieve the stresses and strains of the day and boost your energy levels through the power of your feet!”.

I doubt that JBL have any evidence to back up their claims that:
a. This system is capable of relieving stresses and strains.
b. This system is capable of “boosting energy levels”.
c. It is in any way possible to “boost your energy levels through the power of your feet!”.

Again; easy. The ad continues:

“For centuries, the Chinese have believed that every part, gland and organ of the body is connected to specific areas of your feet which when manipulated using fingertips help soothe and re-energise, restoring a natural feeling of well being again.”

“Bringing that philosophy into the 21st century, the JML Circulation Enhancer uses proven T.E.N.S technology to create the same effect – but this time at the touch of a button and in the comfort of your home.”

I’ll quote this text to the ASA, and then make the following observations:

3. While it may be true that some people believe that manipulating parts of the feet can “soothe and re-energise, restoring a natural feeling of well being again”, that advert is implying that these beliefs are true. I do not believe that the advertiser possesses evidence to back these claims up.

4. When JML state “proven T.E.N.S technology” they are implying that T.E.N.S has been proved to be effective for the specific claims they make, for example to “re-energise”.

5. When JML state that their technology creates “the same effect” as reflexology, I do not doubt them, as reflexology is unlikely to have any effect. However, the implication is clearly that both their product and reflexology have a beneficial effect on health.

6. JML state “Chinese have believed…”. While there may be Chinese people who do believe this, I have found no evidence to suggest that it is believed by a significant portion of the Chinese population. I find this statement offensive because it implies that the Chinese are a particularly gullible race.

I should clarify that I don’t think JML are a racist organisation, I don’t think they’ve thought through the implications of what they are saying. That last point was for my own personal amusement.

There is also a testimonial:

“The effect is amazing. I could feel it working from the moment I switched it on!”

7. Statements made in testimonials need to also be backed by evidence. This clearly implies that the device is efficacious for the health benefits outlined at the top of the advert.

Under benefits, they state “Low frequency micro-currents safely stimulate the reflex points in your feet”.

8. I do not believe that there is any evidence to suggest that “reflex points” actually exist, let alone that they are capable of being “stimulated” by this device.

And “Reinvigorates tired parts of the body”.

9. I do not believe JWL have evidence to show that this device is capable of doing this.

There is also the picture with the magic blue bullshit field around the legs of the lady on the chair.

10. The picture showing the rings around the lady’s feet are clearly designed to imply that there is some sort of magic field emanating from the device. I doubt that JWL have any evidence to show that this field exists.

Once you’ve made the points, simply wrap it up in an email. I generally prefer to email the ASA rather than use their online form because of attachment size limits on their form, but either way is fine if it works.

Here’s the final product.

To: new.complaint@asa.org.uk
Subject: Complaint about Circulation Enhancer advert in The Sunday Telegraph.

To whom it may concern:

I am writing to complain about an advertisement I found on page 20 of the Lifestyle section of the Sunday Telegraph on the 25th July. The advert makes a number of what I believe to be unsubstantiated health claims.

I have attached a copy of the advert.

1. The title “circulation enhancer” clearly implies that this product is able to increase circulation. I do not believe that the manufacturer JML have any evidence to substantiate this claim.

2. The advertisement claims “The ingenious electronic device uses ancient Chinese reflexology techniques to relieve the stresses and strains of the day and boost your energy levels through the power of your feet!”

I doubt that JBL have any evidence to back up their claims that:
a. This system is capable of relieving stresses and strains.
b. This system is capable of “boosting energy levels”.
c. It is in any way possible to “boost your energy levels through the power of your feet!”.

The advert also states:
“For centuries, the Chinese have believed that every part, gland and organ of the body is connected to specific areas of your feet which when manipulated using fingertips help soothe and re-energise, restoring a natural feeling of well being again.”

“Bringing that philosophy into the 21st century, the JML Circulation Enhancer uses proven T.E.N.S technology to create the same effect – but this time at the touch of a button and in the comfort of your home.”

3. While it may be true that some people believe that manipulating parts of the feet can “soothe and re-energise, restoring a natural feeling of well being again”, that advert is implying that these beliefs are true. I do not believe that the advertiser possesses evidence to back these claims up.

4. When JML state “proven T.E.N.S technology” they are implying that T.E.N.S has been proved to be effective for the specific claims they make, for example to “re-energise”.

5. When JML state that their technology creates “the same effect” as reflexology, I do not doubt them, as reflexology is unlikely to have any effect. However, the implication is clearly that both their product and reflexology have a beneficial effect on health.

6. JML state “Chinese have believed…”. While there may be Chinese people who do believe this, I have found no evidence to suggest that it is believed by a significant portion of the Chinese population. I find this statement offensive because it implies that the Chinese are a particularly gullible race.

There is also a testimonial:

“The effect is amazing. I could feel it working from the moment I switched it on!”
7. Statements made in testimonials need to also be backed by evidence. This clearly implies that the device is efficacious for the health benefits outlined at the top of the advert.

Under benefits, they state “Low frequency micro-currents safely stimulate the reflex points in your feet”.

8. I do not believe that there is any evidence to suggest that “reflex points” actually exist, let alone that they are capable of being “stimulated” by this device.

And “Reinvigorates tired parts of the body”.

9. I do not believe JWL have evidence to show that this device is capable of doing this.

10. The picture showing the rings around the lady’s feet are clearly designed to imply that there is some sort of magic field emanating from the device. I doubt that JWL have any evidence to show that this field exists.

I am complaining as a concerned member of the public and wish to confirm I have no commercial interest.

[full name, address and phone number]

Many thanks,

Simon Perry