A mailing for a herbal remedy which promised men could give their lovers “powerful spine-shuddering orgasms” and leave them “begging for more” has been banned after the firm behind the campaign failed to back up its claims.
The six-page mailshot for Blue Devil pills, sent by Guernsey-based firm Wyldfire, is the second erectile dysfunction mailer to be banned in a month, after a mailing by New Zealand company Regal Health promoting a sexual spray was censured in September.
The Wyldfire missive included a letter from Dr John Hammil PhD, product director, who claimed: “You will satisfy your partner every time and all the time the safe, natural way. Get a steel-hard erection that lasts and lasts in just a few minutes. Forget about pills and potions that make you wait. Only Blue Devil uses exclusive Fast Acting Absorption Technology to rush its powerful prosexuals into your bloodstream up to 150% faster than anything else.”
It also featured two testimonials, from ‘Paul in Manchester’ and ‘Tony in Bristol’ extolling the virtues – in graphic detail – of the Blue Devil.
But the Advertising Standards Authority launched an investigation into the campaign after a recipient challenged whether the medical and efficacy claims were misleading. There were also concerned that the mailing would discourage essential treatment for erectile dysfunction.
However, Wyldfire did not even respond to the ASA’s enquiries, drawing a stiff rebuke from the regulator.
On investigation, the ASA discovered the product did not have a licence from the Medicines & Healthcare products Regulatory Agency (MHRA) – a requirement of the advertising code – and contained references to conditions for which medical supervision should be sought, breaking the regulations on two counts.
The watchdog ruled the mailer must not appear again in its current form.
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