Amulet advert banned over claim of 'divine protection'

An advert for an amulet which promised 'divine protection' has been banned by advertising bosses because the firm behind it could not prove that angels will protect those who wear it. The magazine advert, placed by The Circle of Raphael (CoR), promised that the 'seven angels amulet' would bring its owner 'angelic blessings, guidance and peace' - and bring them luck at 'games of chance' at the casino. The talisman - the size of a 10p piece and which features an array of mystic symbols - is available in silver for £19 or nine carat gold for £120.

The advert promises the wearer they would be 'blessed with the gift of Angelic good fortune, guidance and divine protection from all real danger, both physical and spiritual' It continued: "This incredible Angelic item has proved it can create fantastic results for its owners instantly. From the moment you receive it, you will have seven Angelic friends watching over and protecting your life." It stated that by wearing the talisman 'numerous doors to opportunities and good fortune' will be 'flung open like magic' and the holder will be given the gift of 'inner peace and happiness' by 'lucky in love', have 'financial security', be protected from 'all acts of violence' and it would bestow 'good fortune in games of chance' One reader challenged the claims and said he wanted proof that the amulet worked.



A spokesman for the The Circle of Raphael - a 'small group adepts' who 'feel ancient wisdoms' - said the talisman was from a 'Hebrew religious viewpoint' and said they had sold thousands without ever receiving a complaint. They claimed to have testimonies from wearers saying the amulet had 'done exactly what was claimed in the advert', but that customers could get their money back if not happy with the purchase within 60 days of buying it. But the ASA ruled that the advert should not be used again, stating that it had breached honesty, truthfulness and substantiation clauses of the advertising code.

A spokesman for the ASA said: "The ASA noted CoR did not send evidence that showed the efficacy of the talisman. We reminded them that the Code required them to hold documentary evidence to support the claims made in their advertising. Because we had not seen evidence that demonstrated that the talisman would protect wearers from physical danger, bring luck in love and relationships, financial security, good health and happiness, good fortune in games of chance and help in career and work, we concluded that the claims had not been substantiated and the ad was therefore misleading."