IMAGE DESCRIPTION: A laptop on a desk with the wording 'Advertising' and a notepad and pen. With an circular image of Dr Charles Shepherd, Honorary Medical Adviser to the ME Association.The title reads: Advertising Standards: Chrysalis Effect cannot claim ME/CFS recovery! The ME Association logo (bottom right)

Advertising Standards: Chrysalis Effect cannot claim ME/CFS recovery!

The ME Association had made a complaint to the Advertising Standards Authority (ASA) relating to recovery claims made by the Chrysalis Effect Ltd. on its website in regard to ME/CFS. The ASA issued its ruling yesterday, and upheld the complaint:

“The ad must not appear again in the form complained of. We told The Chrysalis Effect Ltd to ensure they did not make claims that their programme could aid in ME/CFS recovery, or full clinical recovery from ME/CFS, unless they held sufficient evidence to support the claims.”

ME Association comment

“We welcome this very thorough investigation of the complaint and the resulting decision by the ASA who confirmed that there is no sound evidence to show that the Chrysalis Effect can aid or lead to recovery from ME/CFS. It is of course very disappointing that we don't have any effective treatment aimed at the underlying disease process in ME/CFS, but therapists, clinics, and companies must not claim otherwise in order to promote their products.

“Any product promotion should be realistic and evidence-based to enable potential customers – some of whom might be vulnerable and on low incomes – to reach an informed decision before parting with their money.”

Dr Charles Shepherd,
Trustee and
Hon. Medical Adviser
to the ME Association.

Dr Charles Shepherd

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