IT CAN cost a desperate user over a thousand rand, but there is no evidence that the Rayma bracelet actually relieves pain, according to the Advertising Standards Authority, according to a report on iol.co.za.
In a ruling published on its website on Wednesday, the ASA finally lost patience with the company touting the devices, and ordered it to submit its ad material for pre-publication screening.
The ruling came after Topline Innovations' promotional material for the bracelet repeatedly fell foul of ASA rules.
The ASA said it had ruled in 2007 that the ads "created a misleading impression that the bracelet will relieve pain when used by anybody, which has not been proven and was therefore unsubstantiated".
Though Topline was ordered to stop making the claim, there had been a fresh consumer complaint later that year, and another one last month.
Through an advertising agency, Topline had claimed that the bracelet offered "bioelectromagnetic therapy" and was "a genuine product which has a valid place within the natural health sector".
It had said over 14 million Rayma bracelets had been sold worldwide to date, including 12 000 in South Africa.
The ASA said however that pain claims such as Topline was making required substantiation from an independent expert, based on credible studies and research.
It ordered Topline to submit its revised ad material to the Association for Communication and Advertising's advisory service for "pre-publication advice".
Click here to read the full report, posted on iol.co.za.