Not substantiated
Copy of Complaint to UK Advertising Standards Agency
I wish to complain about an online advertisement for Neuvelys/Nuvelis, which I encountered through a Taboola advertisement linking to VitalCare World.
I am concerned that this advertisement makes misleading and potentially prohibited medical claims for what appears to be a food supplement.
1. Claims to treat and permanently cure tinnitus
The advertisement claims that tinnitus is mainly caused by calcium-based "otolith" or "otoconia" crystals accumulating inside the cochlea and crushing auditory hair cells.
It then claims Neuvelys/Nuvelis can:
dissolve and eliminate these crystals;
regenerate auditory hair cells by up to 900%;
restore hearing and auditory function;
produce significant relief within the first week; and
permanently silence tinnitus.
It also states that a 180-day treatment "guarantees" complete dissolution of the crystals and restoration of auditory and brain health.
I am concerned that these amount to claims to treat or cure a medical condition and that the advertisement does not provide credible evidence to substantiate them.
2. Scientific, medical and regulatory claims
The advertisement presents its claims as scientifically proven and associates them with major universities and medical organisations.
It claims, among other things, that:
University of Zurich researchers examined 266 tinnitus patients and found otolith crystals in the cochlea of all 266;
a 2023 Harvard University study found CoQ10 reduced these crystals by 91% in three weeks;
Stanford research demonstrated a 232% increase in mitochondrial energy in auditory cells;
research involving the US National Institute on Deafness demonstrated 900% regeneration of auditory hair cells; and
Neuvelys/Nuvelis has clinical efficacy certified by the European Medicines Agency (EMA).
I have been unable to locate credible published studies corresponding to these very specific claims.
The advertisement is also presented by an individual identifying himself as "Dr Richard Hawthorne", a lead ENT consultant and professor at the University of Oxford.
I ask the ASA to require the advertiser to substantiate the claimed studies, clinical trials, EMA certification and the identities, qualifications and affiliations of the medical professionals presented in the advertisement.
3. Fear-based health claims
The advertisement claims that untreated tinnitus and the supposed crystals can cause progressive hearing loss and brain-cell damage leading to Alzheimer's disease, dementia and Parkinson's disease.
These statements appear to create fear about serious neurological disease before presenting Neuvelys/Nuvelis as the solution.
I am particularly concerned that people suffering from tinnitus, especially older or distressed consumers, could understand the advertisement to mean that failing to purchase this product puts them at risk of permanent hearing loss, dementia, Alzheimer's disease or Parkinson's disease.
Requested investigation
I ask the ASA to investigate whether:
the tinnitus treatment and cure claims are permitted and adequately substantiated;
the claimed scientific studies, clinical trials, medical endorsements and EMA certification are genuine and accurately represented; and
the claims about hearing loss, brain damage, Alzheimer's disease, dementia and Parkinson's disease improperly exploit consumers' fears about their health.
I have retained the advertisement URL and a full transcript of the advertisement and can provide these as supporting evidence.