Important Information For Homeopaths on ASA
DEAR KATE,
IMPORTANT INFORMATION FOR HOMEOPATHS ON ASA
Status
with Advertising Standards Authority following meeting of 23 June
2011
The Society, Faculty and BHA along with our lawyer and representative from our communications firm met with three representatives from the ASA late Thursday to discuss their guidelines to homeopaths about advertising.
The profession has opened a dialogue with the ASA but they are not going to be easily shifted from their positions, and they will not stop the course of action they have already set in motion. What was gained from the meeting are the following:
Agreement by the ASA to consider our proposal for a proper evaluation of the evidence in homeopathy, which we will send to them by 1 July.
To meet and work with one named person from the CAP (Committee of Advertising Practice) team to develop a vocabulary for use in websites that is appropriate and useful for our professions and meets the Code.
We will therefore be following up these developments directly with the ASA along with professional advice.
However, if you have received a letter from the ASA for action by 1 July:
In the short-term the ASA are not shifting their position on the evidence. We have made clear this is not acceptable given that they are inappropriately using a non-scientific document (House of Commons Science and Technology Committee Evidence Check Report) as "authoritative".
The ASA have made clear that, from 4^th July, they will be reviewing and reassessing websites that were complained about to see if modifications have been made.
If you have made some but not all changes required, you will be sent a second letter from the ASA.
If you receive a second letter from the ASA, contact your registering body immediately.
As a profession we wish to comply with the ASA and CAP guidance on advertising so it is "legal, decent, honest and truthful." However, we are very prepared to defend wording that is appropriately referenced to the evidence base that does exist.
Unfortunately, the ASA made it clear that they do not see merit in developing a disclaimer that would go on all websites, as it would not change the fact that other statements within the websites are not 'compliant'. However, we can take heart in the fact that the ASA are willing to consider alternatives to its current blanket approach to the research evidence (in which it applies the Science and Technology Committee Evidence Check Report as the final word).
We were told at the meeting that a number of complaints have been made about organisational websites, particularly the BHA, Faculty of Homeopathy and Society of Homeopaths. These organisations will respond to these complaints with a robust supply of evidence, and hope that through that process we will gain further clarity on specific wording that is acceptable to the ASA investigations team. Naturally we will keep you posted.
Next steps will be shared as soon as possible but it is very clear that as a profession we must be thoughtful and strategic in response and not reactionary. A dialogue has been initiated with the ASA, and that in itself is a positive development.
