31 January 2024 , 22:37
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Dragons’ Den is facing new pressure after a watchdog said an entrepreneur on the show had “likely” broken advertising rules.
Giselle Boxer claimed that her acupuncture brand Acu Seeds had helped her recovery from ME. Pro-science group The Good Thinking Society wrote to the Advertising Standards Authority to complain about misleading claims on the Acu Seeds website.
It said: “Acu Seeds claim their products can treat all manner of conditions, including ‘anxiety, migraines, hormonal issues, insomnia and weight loss’.”
Michael Marshall from the group got an email from the ASA this week saying there was “likely to be a clear problem under the rules”. He said it raises questions about the BBC’s due diligence in allowing Acu Seeds on the show.
He said: “Usually, the ASA investigate first – in this case, they’ve gone straight to enforcement, meaning it was self-evident that these claims are in breach of the rules.”
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Giselle Boxer claimed that her acupuncture brand Acu Seeds had helped her recovery from ME.The ASA said: “We’re in contact with the advertiser with a view to bringing about compliance.”
The BBC has added a clarification to the episode on iPlayer. It reads: “Acu Seeds are not intended as a cure for any medical condition and advice should always be sought from a qualified healthcare provider about any health concerns.”
Sheffield-based Boxer told the Dragons that she established Acu Seeds after seeking treatment when she was diagnosed with ME. She picked tech guru Steven Bartlett to invest in her business.
ME campaign groups signed an open letter to authorities saying they were “very concerned” that her pitch suggested the product was a cure or effective treatment.
The BBC said Dragons’ Den is an “entertainment programme which features products created by entrepreneurs but is not an endorsement of them”.