Reality TV star Gemma Collins has been reprimanded by Britain’s advertising watchdog for promoting pulsating headphones that claim to treat depression.
The ad posted on her Instagram, which has since been deleted, was meant to “encourage people to take depression treatment into their own hands” rather than seeking medical help for the condition.
The Advertising Standards Authority (ASA) ordered Collins, who has 2.2 million followers on Instagram, to immediately remove the advert for the £400 device.
In the clip, she is seen using the experimental device, called Flow Neuroscience AB, which sends mild electrical shocks to the part of the brain responsible for regulating mood.
She goes on to say: ‘I’ve stopped taking pills for depression and this has been a real game changer for me. Flow really does work faster and better than antidepressants.
In the clip, posted on Instagram to Collins’ 2.2 million followers, she is seen using the £400 Flow Neuroscience AB device that sends mild electric shocks to the part of the brain responsible for regulating mood.
The advert, which ran in May last year, drew the ire of the Advertising Standards Agency (ASA), which said the post breached rules designed to prevent adverts discouraging people from seeking treatment for medical conditions.
“It’s like having your own therapist in the comfort of your own home. You have complete control over your own treatment.”
The accompanying text also claims that the device “reduces depression in 88 percent of people, according to Flow data.”
The advert sparked the ire of the ASA when it was published in May last year as it appeared to breach rules designed to stop adverts that discourage people from seeking treatment for medical conditions.
The ASA questioned the rulings: “If you don’t have access to therapy or don’t want to take antidepressants” and “why not try it if you’re struggling with your mental health?”
This, according to the agency, suggests that Flow could be used as an alternative to conventional treatment.
“We considered that the reference to purchasing the device directly from the website contributed to the impression that consumers could avoid going to a doctor,” the ASA ruled.
He added: “We considered the claims were directed both at those consumers who were considering treatment options at an early point in their illness and those who were currently receiving medication or conventional therapy for depression.”
Flow questioned the ASA’s findings, pointing out that the text accompanying the advert stressed that people should consult their GP before considering using the device or changing their medication.
Collins herself backed up Flow’s claim, ASA documents say: ‘She believed the advertisement contained only personal observations and substantiated evidence and contained no persuasive language.
‘The announcement did not discourage essential treatment but rather pointed to an alternative or complementary treatment.’
But the ASA said the wording about consulting a GP was “insufficient” to address its concerns.
“We consider that this text merely suggested that consumers should arrange a consultation with a general practitioner before starting to use the device,” the ruling reads.
‘The title wording indicating that a GP should be consulted was insufficient to satisfy the Code’s requirement that advertisements must not offer treatment for depression unless such treatment is carried out under the supervision of a suitably qualified health professional.’
‘We felt the ad trivialised the decision to stop taking antidepressants or not take them at all and encouraged people to take their treatment into their own hands.’
The over-the-counter Flow headset is described as a “wearable brain stimulation device that leverages transcranial direct stimulation (tDCS) to activate the left dorsolateral prefrontal cortex,” parts of the brain responsible for mood regulation.
The ASA also highlighted NHS advice that people with depression are not advised to stop taking medication for their condition without supervision.
In 2021, NHS watchdog NICE updated its guidance for psychiatric medication (taken by an estimated 8.6 million Britons) to say patients should wean themselves off drugs gradually as stopping them cold turkey could lead to withdrawal symptoms.
The doctors’ guidance recommends that patients be monitored while they stop taking antidepressants if they experience a mental health crisis.
The ASA concluded its ruling by stating that the advert advised against “essential treatment” for a medical condition and therefore breached the code.
He said the ad should not appear again in its current form and that Flow should ensure future ads avoid the same problems.
Collins has since removed the ad from Instagram.
A Flow spokesperson said: “Depression should, of course, be treated responsibly and people should seek advice from a healthcare professional before seeking treatment. We strive to make this clear in all our communications and will continue to do so.”
‘We spoke to Gemma after receiving feedback that it was not clear enough that a healthcare professional should be involved in the treatment, and her posts were removed.’