Advertising Standards Agency brands Alzheimer’s website ‘irresponsible’
Published 11 May 2011
The Advertising Standards Agency (ASA) has declared a website promoting a book entitled ‘The Alzheimer’s-Reversing Breakthrough’ both irresponsible and misleading.
The website 'Vital Life Education' claimed the book had found a cure for Alzheimer's disease and belittled current medical treatments for the condition. The ASA also highlighted the fact that misleading content was particularly targeted at vulnerable individuals such as those with severe Alzheimer's.
Alzheimer's Society comment:
'While we cannot comment on this particular publication, any website making unsubstantiated claims about being able to reverse Alzheimer's disease is misleading and gives false hope to the 500,000 people with Alzheimer's disease, and their carers.'
'There is currently no cure for this devastating condition. However, Alzheimer's Society maintains that the best way to reduce your risk of dementia is to eat a healthy diet, take regular exercise, get your blood pressure and cholesterol checked and not to smoke.'
Steve Crabb
Interim Head of External Communications
Alzheimer's Society
- Ends -
Notes to editors:
- One in three people over 65 will die with dementia
- Alzheimer's Society research shows that 750,000 people in the UK have a form of dementia, more than half have Alzheimer's disease. By 2021 a million people will be living with dementia. This will soar to 1.7 million people by 2051
- Alzheimer's Society champions the rights of people living with dementia and the millions of people who care for them
- Alzheimer's Society works in England, Wales and Northern Ireland
- Alzheimer's Society supports people to live well with dementia today and funds research to find a cure for tomorrow. We rely on voluntary donations to continue our vital work. You can donate now by calling 0845 306 0898 or visiting alzheimers.org.uk
- Alzheimer's Society provides a National Dementia Helpline, the number is 0845 300 0336 or visit alzheimers.org.uk
