The New Zealand Advertising Standards Authority (ASA) has upheld a complaint made against the Baa Baa Beads website, baabaabeads.co.nz, on the basis that it contains unsubstantiated therapeutic claims about the amber necklaces that is sells. Baa Baa Beads are marketed as being beneficial to babies, adults and pets.
This is not the first time a business has been accused of using unsupported claims in an effort to sell amber bead necklaces. A number of similar complaints, all involving different retailers, have been raised to the ASA in recent years – including eight in 2013.
According to the complaint, baabaabeads.co.nz promoted amber necklaces for infants, claiming that while wearing the beads, the infant would experience a reduction in pain and inflammation associated with teething, ear aches, fevers, upset tummies and a lack of appetite.
It also stated that the beads would fight infections, “dramatically improving the body’s immunity.”
The authority concluded that “stating such a wide range of benefits” required significant substantiation.
Baa Baa Beads responded to the complaint by supplying supporting documents to the ASA in an attempt to validate the claims as well as making adjustments to the wording of some phrases on its website.
While the ASA acknowledged that the advertiser had made changes to the website, it held that despite the changes made, the research did not substantiate the claims.
“The research confirmed Succinic acid was found in amber and had links to health benefits, but the research did not support claims that such benefits could be felt from the wearing of amber beads.
“While it acknowledged that some evidence had [been] submitted, the research provided did not adequately show that wearing the beads could produce any of the positive effects or benefits listed on the website,” the authority’s report stated.
ASA chief executive Hilary Souter told Jeweller that all parties involved would be notified of the latest decision. She added that the correspondence would outline that the retailer would have to remove or amend the content that was found to be in breach of the Therapeutic Products Advertising Code.
“A number of advertisers in this category have been pro-active in trying to ensure their advertising is code compliant and we appreciated their efforts,” Souter said.
A recurring issue
The news comes on the heels of a similar complaint that was raised to the ASA in February this year.
Website babyamberteething.co.nz also was found to contain misleading information regarding the therapeutic properties of amber necklaces. The online retailer eventually removed the “unsubstantiated” claims following multiple requests by the New Zealand ASA and exposure from the media – including Jeweller.
Interestingly, the complaints about babyamberteething.co.nz and baabaabeads.co.nz were both made by the same person.
Commenting on the importance of raising such issues, the complainant, Mark Hanna, said, “I think that a person's right to informed consent is very important, and it really bothers me when I see advertising that misleads people by making therapeutic claims that are not supported by evidence.
“No one has time to check into every advertisement they encounter to tell how accurate it is, and at one point we just have to decide whether or not to trust the advertiser.”
Hanna added that he would like to see Baa Baa Beads' products no longer sold as teething aids, but instead simply as jewellery.
“I have no problem at all with amber jewellery in general, only with the unsupported therapeutic claims made about them.”
Control in Australia
At the time of the original report on babyamberteething.co.nz, a spokesperson for the Australia Therapeutic Goods Administration (TGA) told Jeweller that it would work closely with the Australian Competition and Consumer Commission (ACCC) 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.
The Baa Baa Beads website states that the New Zealand-based business was established in 2009. In addition to being sold online, the Baa Baa Beads amber necklaces are also available from various pharmacies and health stores in New Zealand, Australia and the Cook Islands.
At the time of publication, Baa Baa Beads had not responded to Jeweller’s request for comment.
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