A MERSEYSIDE breast screening company is to appeal against a ban on magazine adverts which regulators said were “misleading”.
The Advertising Standards Authority (ASA) ruled that Medical Thermal Imaging, trading as Breast Angels, was unable to supply “robust clinical evidence” to support claims its thermal imaging service could detect early signs of breast cancer before a traditional mammogram.
Rosa Hughes, who runs the service at the Homeopathy Clinic, on College Road, in Crosby, with her husband, Phillip, said they would fight the decision.
She said: “What the public needs to understand is that we have not been found guilty or have been banned from advertising or operating our screening services.
“All the media attention is due to the wording of one sentence in an advert placed in ‘What Doctors Don’t Tell You’ magazine: ‘Thermography can detect active breast abnormalities before it is possible with mammography’. This is a scientific fact.”
The couple claim the decision to ban the advert was made when the ASA had no medical or scientific knowledge to do so.
A spokesman for the ASA said the ruling still stands, but the firm was entitled to request an “independent review of the ASA Council’s decision”.