I’ve been remembering the tinctures – the tiny little tinctures that Prince Charles used to sell for £10 the 50 ml bottle. He doesn’t sell them any more because the regulators told him to stop pretending they had medicinal value.
The Advertising Standards Authority (ASA) has upheld a complaint over the online advertising, for a range of organic products, including Duchy Herbals Echina-Relief Tincture and Duchy Herbals Hyperi-Lift Tincture saying the product had no “scientifically proven benefits for treating colds and low moods”.
The advert for the products, which are sold for £10 for 50ml in some Boots and Waitrose stores, claimed “If you haven’t managed to escape the winter sniffles, look no further than our new Echina-Relief Tincture, which offers natural relief from cold and flu symptoms … Our Echinacea, Hypericum and Detox Tinctures provide alternative and natural ways of treating common ailments such as colds, low moods and digestive discomfort …”.
The regulator found that the Duchy Originals advert breached the code in four areas including substantiation, truthfulness and medicinal claims.
The ASA ruling said: “We noted that it was intended that the Detox Tincture was presented as a food supplement that could help eliminate toxins and aid digestion. We considered however that the claim that it could “treat … digestive discomfort” implied that Detox Tincture had scientifically proven benefits. Because we had seen no evidence for the efficacy of Detox Tincture, we concluded that the ad was misleading”.
The watchdog said the advertisement must not appear again in its current form.
There’s no such thing as “detox” except for addictions. Those things labeled “detox” in the health food stores might as well be labeled “bullshit.” It sounds helpful though, so people buy it.