Belgravia Trichological Centre ASA Adjudications Number of complaints

ASA Adjudications

Belgravia Trichological Centre 52 Grosvenor Gardens London SW1W 0AU Number of complaints: 1

Date: 22 November 2006 Media: Regional press Sector: Health and beauty

Ad
An ad, in the regional press, for the Belgravia Trichological Centre's hair loss treatments, was headlined "HAIR LOSS? Its just not an option for top photographic model Sean Moore. Beside a photograph of Sean Moore a testimonial stated " ... As a leading photographic model I rely on my looks and for me bald is definitely not beautiful. But thanks to the Belgravia Centre my hairs as thick as its ever been ... ". The text stated "... Belgravia's FDA approved prescription treatment courses are ... They are also the only treatments for hair loss that are medically recognised and recommended by most doctors ... ".


Issue
1. South Pacific Pharmaceuticals thought the ad was in breach of the Code, because it advertised prescription-only medicines to the general public.

2. The ASA challenged whether the testimonial from Sean Moore constituted celebrity endorsement of a treatment containing a medicine.

The CAP Code:

50.12;50.17

Response
1. The Belgravia Trichological Centre (BTC) offered to amend the claim "prescription treatment courses" to "hair loss treatment".

2. BTC asserted that Sean Moore was not a celebrity but a male model. They said he was a paying client who believed the treatment he had received, at the centre, had stopped him losing his hair.


Assessment
1. Upheld
The ASA noted, from a previous investigation, that BTC provided propecia (finasteride) and Regaine (minoxidil) at prescription strength to their clients. We acknowledged that the ad did not refer to finasteride or minoxidil specifically. Nevertheless, because minoxidil and finasteride were components of the advertised "prescription treatment courses" and known to be the only medicines with any proven efficacy, we concluded that the ad offered prescription-only medicines to the general public. We welcomed BTC's offer to amend the claim.

2. Not upheld
We noted Sean Moore had a profession considered glamorous by the general population. However, because he was not recognisable to most people, we concluded that the ad did not use a celebrity to endorse a medicine.

On this point, we investigated the ad under CAP Code clause 50.17 (Endorsement of medicines) but did not find it in breach.

Action
We told BTC to ensure that they did not advertise prescription-only medicines to the public in future.