The Monitoring team identified that the Daily Express

The Daily Express was identified by the Monitoring team for publishing on different occasions an article above an advertisement about the same product that covered an entire page. The DE also purposely failed to identify that the “articles” above the ads were advertorials and published them under vague headings, such as “Express lifestyle – to advertise in this section call 0871 xxx xxxx or email.”

The advertorials made efficacy claims that weren’t backed by medical studies. Journalist Alison Coleman failed to provide evidence or, at least, citations substantiating the claims. The DE re-ran almost identical pages about one product known as the Copper Heeler over the course of ten weeks. In each instance, the advertorial was misrepresented to the public.

With the Copper Heeler, Coleman mentioned TV celebrity Christopher Biggins’ claims that his mother stopped experiencing arthritis pain after he gave her Copper Heelers. The advertorial included a photo of Biggins and “Christopher Biggins: Helps his mother with Copper Heelers.” Each advertorial ended with a call to action that featured the phone number and website URL of the product manufacturer Orthotics Online.

The secondary advertisement also made unsubstantiated medical claims under a heading titled “THE PROFESSIONALS OPINION.” Two testimonials were from anonymous healthcare professionals: A “Rheumatology Researcher” stated, “I have worn a copper bracelet for years, but now find the Copper Heelers far more effective and discreet” and a “Chiropodist” stated, “Unbelievable results from trials carried out on my patients. A “Dr. K.J. Henderson, Osteopath” supposedly stated, “My patients have been overjoyed with the results, noticing a vast improvement in their joint pain.”

Additionally, there were anonymous individual testimonials: “Mr. and Mrs. D.S.” supposedly stated, “Having suffered with painful knees we found relief after only a few days.” A “Mrs. E.J.” recounts, “It’s pure magic! I’m very grateful for the Copper Heelers which quickly cleared up my old age aching joints.” The accounts were paired with an image of red arrows pointing at the joints on a skeleton “Works all over the body!” Christopher Biggins was also mentioned with another smaller version of the top photo: “Christopher Biggins recommends.”

The ad featured many health claims, including “The Copper MIRACLE Insole” and “The amazing Copper Heeler dramatically eases discomfort,” followed by a checklist of benefits and taglines: “Drug Free,” “Look after those joints” and “Can copper stop your pain?” The ad ended with an order form and number for Orthotics Online.