Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Marketers claiming to be able to tell the past or predict the future must ensure that they advertise their services in a way that is not misleading (Rule 3.1). Similarly, marketers promising to break curses, banish evil spirits, improve the health, wealth, love life, happiness or other circumstances of readers should neither make promises they cannot keep nor exploit the credulity of naive or susceptible readers (Pundit Maharaj, 13 March 2002; Inner Circle, 3 October 2001; and Boss Communications, 28 February 2001).
In the ASA’s experience, these types of marketers have been unable to provide documentary evidence to prove the efficacy of their services; they should neither imply they can deliver results that they cannot deliver nor guarantee results unless the terms of the guarantee are clear (Pundit Maharaj, 13 March 2002; Marianne de Bonneville, 6 February 2002; and Sheik Amar, 24 September 2008). Claims that readings are truthful or accurate are likely to be problematic (Psychics Live, 4 January 2012).
In 2004, CAP issued a Help Note on the marketing of psychic and spiritual services.
See ‘Lucky charms’ and 'Religious and spiritual healing'.
Related Rulings
Healing on the Streets-Bath, 13 June 2012
Psychics-Live, 4 January 2012