Talismans fail to charm ad watchdog
A company selling "magical" talismans has been ordered to abandon claims that its jewellery can protect the wearer from fire, treat depression and even improve muscle tone.
Circle of Raphael breached 10 rules of the Advertising Standards Authority's Committee of Advertising Practice Code, and must remove a significant amount of the claims it makes on its website.
The company operate a self-described "small esoteric talisman service" out of St Austell, Cornwall, selling talismans at up to £145 each, which promise the wearer a plethora of unsubstantiated benefits including financial prosperity and angelic protection.
The King Solomon's Double Sided Qabalah Love & Sexual Attraction silver talisman, for example, which retails at £31, claims to emit a "pleasant hypnotic sensation" that helps make its wearer "irresistible both physically & spiritually to any person they desire".
The ASA ruled that the Circle of Raphael's website displayed misleading, unsubstantiated and exaggerated claims and carried unproven testimonials.
The ASA reserved special concern for the Chi-Ro Qabalah Protective Talisman, £31, which claimed to protect its wearer from violent and aggressive people.
The adjudication said: "We were concerned that readers who purchased the amulet believing that it was capable of protecting them from violent and aggressive people might then choose to put themselves in confrontational situations that they might otherwise have chosen to avoid."
The ASA also noted that there was no evidence that the Circle of Raphael comprised a group of genuine mystic adepts with "widely recognised levels of skill or training relating to their field of activity".