An advert for a torch-like light that claimed women could use it to detect changes to breast tissue has been banned following a complaint that it was misleading and irresponsible.
The website breastlight.com was headed "Breastlight: for Earlier Detection", followed by text stating: "Over 80% of women have reported to feel more confident with the use of Breastlight because it enlightens breast awareness. Breast cancer is a global epidemic so it is the need of time to be breast aware for women."
A GP complained that the claims referring to "earlier detection" and "enlightens breast awareness" were misleading, irresponsible and unsubstantiated.
PWB Health Ltd, which owns the website, said it would be irresponsible for it to market the product as a check for breast cancer as it was less effective at detecting the condition than X-ray mammography.
It said the product packaging, promotional material and manual made it clear that the device was to be used as part of normal "breast awareness" and any detected changes should be reported to a doctor.
However the Advertising Standards Authority said it had not seen robust substantiation that Breastlight could detect problems any earlier and concluded that the ad was likely to mislead.
It ruled: "The ad must not appear in its current form. We told PWB Health to hold robust evidence before making claims for early detection."
