An Edgware-based company has vowed to press on with an advertising campaign that the Advertising Standards Authority (ASA) has branded misleading.

Magna Jewellery Ltd has been referred to the Office of Fair Trading (OFT) after the ASA found the company could not back-up claims that its therapy bracelet was "clinically proven" to relieve conditions like arthritis and migraine.

Following an investigation in 1998, Magna assured the ASA that its advertising would be changed. But in February this year the Committee of Advertising Practice (CAP) issued an 'Ad Alert' warning publishers the company was still placing misleading advertisements.

The matter was referred to the OFT when Magna refused to assure ASA that the advertisements would not appear again. "We are totally confident that the bracelets do support the claims we are making for them, that is why we are continuing to advertise. We will advertise in those publications that will accept them," said Magna managing director Jeffrey Frankel.

Magna claims falsely, according to the ASA that the therapeutic quality of its 18-carat jewellery lies in tiny earth magnets creating a strong magnetic field which reduces pain.

"We have carried out clinical trials on the product which have shown the bracelet does relieve pain. The ASA has refused to accept the findings," Mr Frankel said.

A spokeswoman for ASA said not all publications would be made aware of an 'Ad Alert' and may choose to advertise Magna Jewellery products.

The OFT now has the power to seek an injunction to stop Magna's advertisements appearing or secure undertakings from companies that they will alter advertisements.

October 24, 2001 17:34

IAN LLOYD