Norway enforces truth in advertising

[bjornart]

This is an article in todays Aftenposten, the main non-tabloid in Norway. Unfortunately it's not available in English, but I've attempted to translate the best parts here:

Stricter rules for advertising alternative medicine

"Why can a magnet therapy coil cure your ills when doctors, physical therapists and naturopaths have given up, or haven't gotten enduring results?" asks Magnetec of Alta, Norway in their advertising of such coils. This is a violation of the law of advertising, concludes Forbrukerombudet. (The consumers' commission)

As of January 1 the commission aquired the responsibility to monitor the advertising of companies and persons who practice or sell alternative forms of medical treatment to ensure they do not promise too much or mislead the consumers. The new regulations came at the same time as the governments new, less restrictive regime for such treatments.

One step forward, and two steps back. Led by minister of health, "Mullah" Høybråten of the Christian People's party the governemt opened the door for more alternative treatments paid for by the same refund system as real doctors.

The new regulations say advertising must be factual and restrained, and that it in now way should weaken the trust in ordinary medicine or other alternative medicine. It is also against the rules to claim effect against specific diseases and illnesses.

Loaded terms like "cure", "heal", "prevent" or "counter" must not be tied to specific diseases.

Of course, the commission has never been successful against ordinary scammers who ignore orders to cease, don't pay fines, and just start up again under a different name, so maybe they won't have much of an effect on the vultures in this area either.

And it has the unfortunate side effect of legitimizing those who don't put their claims in their advertising, but who probably tell their patients a different story in private, and who benefit from the general wealth of misinformation. But it still warms my heart that at least some effort is made.