Subsequent to our story last week, Baby Amber Teething notified Jeweller to confirm it had removed information regarding the amber jewellery it sells on babyamberteething.co.nz, after receiving a request from the New Zealand Advertising Standards Authority (ASA).
As previously reported, a complaint made to the ASA stated that the website used unsubstantiated therapeutic claims in an effort to sell teething necklaces made with amber beads.
ASA chief executive Hilary Souter told Jeweller the authority had made numerous attempts to contact the advertiser, however a spokesperson for Amber Baby Teething said the company only received one letter dated 27 May 2013.
In the letter, obtained by Jeweller, the ASA noted that although the website had undergone significant changes since the initial complaint was made, some phrases still breached the Therapeutic Products Advertising Code.
Examples included, that amber is “a great pain reliever for babies when first teeth are growing”, that it “drops the body temperature and calms the baby down”, and it “is good for breathing”.
The online retailer was given until 14 June to make the necessary changes.
Amber Baby Teething’s spokesperson said the business would review its other websites – it has dedicated sites for Australia, Canada and the UK – and remove or modify inappropriate information over the next two weeks.
Furthermore, any copy that needed to be renewed would be done so in three to four weeks. Jeweller will reportedly be notified once the changes have been made.
The business’ spokesperson also explained that the decision to include the offending text was made after performing a search on google.co.nz and finding other websites that appeared to contain similar information. Therefore, it didn’t want to lose out to competitors.
Interestingly, although the online retailer had contacted Jeweller, Souter said the authority was yet to receive a formal notification from the online retailer regarding the changes it had made.
She added it would now make a follow-up and should the amendments be within the guidelines, the complaint would be settled.
In addition, Souter explained while the process may have been more challenging considering the online retailer was based in Lithuania, Northern Europe, businesses were generally quite responsive to ASA requests.
The issue travels across the ditch
A spokesperson for the Australia Therapeutic Goods Administration (TGA) said it would investigate Amber Baby Teething’s Australian-based website, babyamberteething.au.com, however, it noted that the TGA did not have any jurisdiction if the company and/or its internet site was based in, or on a server in, another country.
According to the spokesperson, a number of complaints had been submitted to the Complaints Resolution Panel (CRP) about the advertising of amber teething necklaces and bracelets as well as other healing jewellery. The CRP assists in the control of therapeutic goods advertising in Australia.
“The nature of the complaints generally related to unsubstantiated claims of therapeutic use such as reduced inflammation, providing natural relief from the symptoms of teething, promoting immunity to infection and protective and healing benefits,” the TGA spokesperson said.
The TGA and the Australian Competition and Consumer Commission (ACCC) work closely on matters of joint regulatory concern and will reportedly continue to monitor the promotion of amber teething necklaces and bracelets.
The spokesperson added that the TGA continually advises Australian consumers to exercise caution when purchasing therapeutic goods from internet sites, particularly those that are based overseas.
“Products purchased over the internet may not meet the same standards of quality and safety as those approved by the TGA for supply in Australia.”
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