Paul McKenna Hypnotherapy Ad Gets Rap On Knuckles

The Committee of Advertising Practice (CAP) has warned companies about using celebrities in promotional advertisements, saying that if the celebrity states or implies any claim about a product beyond an “I think it’s great” statement, then the evidence for this claim must be sufficiently documented.

Earlier this year, an advertisement for one of hypnotherapist Paul McKenna’s weight loss events had to be amended for failing to provide sufficient evidence that clients kept the weight off for life.

An advertisement for St Ivel’s Advance milk, featuring Lord Winston, was also rapped when claims that Omega 3 improved concentration in children could not be substantiated.

Advertisers were warned that they must have written permission before including celebrities in their promotions and must have sufficient proof for all claims, even when the famous face is an expert in their field.