Unrealistic expectations

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The TGA’s Therapeutic Goods Advertising Code 4.2.a says: ‘An advertisement for therapeutic goods must not be likely to lead to consumers self-diagnosing or inappropriately treating potentially serious diseases.’

Mr Cohen is quoted saying, ‘I have achieved unparalleled results in re-growth of hair to the utmost satisfaction of every person I have treated.’

[UPDATE: New Sanctions in November 2011 found IHRB’s ads unlawful and misleading. Read the latest by clicking here.]

This leave no room for doubt. It emphatically states that EVERY person has received unparalleled results, and every person was satisfied to the utmost level. Yet this is not true in my case, and in the case of others who have since contacted me. This expectation will arouse unrealistic expectations for any product or service.

The advertisement below shows a testimonial which reads, ‘Dear Sam, Thank you for totally re-growing all of my own hair. Having no hair for so long, I had great doubts that your treatment would work. Many different doctors told me that there was no cure for Alopecia Universalis, yet, after stating the cause to be unknown, for 6 years they first made me try most unpleasant treatments and failed. Even my own doctor told me not to “waste my money”. After resorting to the fact of being “Bald” for the rest of my life, I was prepared to purchase a “Wig”. Now my doctor is amazed! I thank you once again. Maree Van Harskamp.’

This type of testimonial gives the impression that IHRB can cure something that doctors and other medications cannot cure.

For a copy of the Therapeutic Goods Advertising Code 2007 from the TGA, please click here.