The truth about the Advertising Standards Authority (ASA) can actually be found on its own website and on related websites such as those of the Committee of Advertising Practice (CAP) and the Advertising Standards Board of Finance (asbof). But those whose living depends on being allowed a measure of artistic licence in how they promote their goods and services aren’t going to let the truth get in the way of an unbelievably silly smear campaign against the advertising regulator for trying to do its job properly.

The list of gripes they dream up in order to try and discredit the ASA is seemingly endless and, frankly, barmy but I think the main ones are: 

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The pen is mightier than the sword, unless you’re Jerome Burne, who describes himself as a health journalist, who’s written for most of the national newspapers and a variety of magazines, in recent years mostly for the Daily Mail. Last year he won an award from the Medical Journalists Association. He also co-authored a couple of Patrick Holford’s books and is mysteriously described by Dana Ullman, of all people, as a ‘leading skeptic’. I confess I’d never heard of him until last week but then I don’t usually read the Daily Fail, so what would I know?

Being an award-winning medical journalist and having done all the careful, thorough and objective research that description implies, Jerome Burne will know all about homeopathy. He will know that it is based on fanciful pre-science notions about disease and he will know that most homeopathic products contain no trace of active ingredient. He will know that the homeopaths’ belief that diluting and shaking an ingredient increases ‘potency’ is irrational because it breaks basic laws of physics and chemistry.

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