Update 20 March 2014: Today the subject of this post was fined £9,000 for nine counts of the Cancer Act of 1939 at Westminster Magistrates Court and handed a total bill (including costs) of over £19,000. He did not attend this final court hearing and did not represent himself.
One man, six ASA adjudications... an epic tale.
You can hear the six minute clip about "the blood test 'expert' who says he can treat cancer yet can't back up his claims" and read the ASA's latest ruling against Live Blood Test trading as Errol Denton.
More interestingly, of the 43 advertisers posted on the ASA's non-compliant list three of them have made misleading claims about what live blood testing also known as nutritional microscopy can do. However at least neither of the other two undertook a smear campaign to call skeptic bloggers racist, which seems to have backfired somewhat, judging from Google's autofill.
Edit 27 February 2013 - Unbelievably there's been another ASA adjudication upheld (the complaint was from two different people, neither of them me, I've been reluctant to get involved since this all happened. It means there are now five adjudications (four specifically against Mr D, one against Groupon which was advertising Mr D's services) and a sixth citation for him on the ASA's non-compliant online advertisers list. SIX separate sanctions. Unbelievable.
Edit 16 November 2011 - Josephine Jones tweeted earlier today that Fitalifestyle / SeeMyCells aka Errol Denton has been added to the Advertising Standards Authority's "Hall of Shame" ('advertisers who fail to comply' pages) which didn't surprise me in the slightest. It's not immediately obvious if you're looking in the ASA's adjudications that four of them are about Errol Denton because there are so many different websites and claims involved. Three separate websites (including one on Groupon's site) were cited in four complaints to the ASA (all of which were upheld) on different 'treatments' or diagnostic tests including liquid chlorophyll and nutritional microscopy.
The Advertising Standards Authority has upheld my latest complaint. This adjudication was against Fitalifestyle Ltd’s website which made misleading claims, yet again, about nutritional microscopy – a nonsense diagnostic tool. Fitalifestyle Ltd is the trading name of Errol Denton and there are two main websites: LiveBloodTest.com and SeeMyCells.co.uk, there’s also LiveBloodTest.webs.com.
Previous complaints to the ASA, all now upheld adjudications
• Leaflet - complaint by me: Adjudication | Blog post this was advertising Errol Denton's LiveBloodTest.com website too
• Liquid chlorophyll from Fitalifestyle trading as SeeMyCells.co.uk - complaint by Josephine: Adjudication | Blog post
• Groupon ad for Live Blood Test - complaint by Josephine: Adjudication | Blog post - this one was particularly interesting as in addition to the misleading claims made about the intervention it seems that a lot of customers had a miserable customer experience as well and many have added their 'testimonials' on a variety of forums on the web.
• Fitalifestyle website (LiveBloodTest.com) - the most recent complaint, by me: Adjudication | (and this is the accompanying blog post)
One rather useful thing about the internet is that it helps you draw different bits of information together. It was over a year ago that I blogged about a leaflet for Nutritional Microscopy (specifically that sold by Errol Denton as Fitalifestyle Ltd / LiveBloodTest.com). After learning more about the evidence (none at all) for the claims made I was able to put in a complaint to the Advertising Standards Authority which was upheld (and I updated the blogpost).
Ongoing monitoring of the site (this can be automated in Google of course) for the misleading words and phrases and their appearance on other pages on one or more of the websites. This has happened before.