Smoking addiction therapists must prove claims

Those wanting to quit smoking must be provided with accurate information from people selling these services, Australian Competition and Consumer Commission acting chairman Peter Kell warned today.

ACCC investigations have revealed that some hypnotherapists and laser clinics are making unproven and misleading claims about the success rate of their smoking addiction treatments.

"Hypnotherapists Angelo and Susan Sette, trading as Stop Smoking in One Hour, admitted they could not substantiate advertised claims that 100 per cent of smokers successfully give up after attending a maximum of four treatment sessions," Mr Kell said.

As part of court-enforceable undertakings provided to the ACCC, the hypnotherapists will publish corrective notices and have undertaken not to engage in similar conduct in the future.

"A number of 'stop smoking' laser therapy clinics around the country have also amended their advertising after the ACCC raised concerns about claims that the laser technology:

• had proven success rates of around 80 to 90 per cent
• it was capable of completely eliminating nicotine addiction, and
• it was effective after just one hour of treatment."

Laser technology, a form of acupuncture, aims to promote the production of natural endorphins by stimulating certain points on the body. It was claimed that the release of endorphins assisted smokers in overcoming their addiction. 

"After reviewing existing research on low level laser treatments and giving the clinics an opportunity to substantiate claims, the ACCC was concerned that the clinics were over-promising and misleading consumers. As a result of the ACCC's actions, some clinics have amended their promotions, while others have stopped providing the treatments."

Mr Kell said treatment providers must not mislead consumers by making claims that cannot be backed up with evidence.

"Smokers trying to give up are entitled to accurate information about the effectiveness and reliability of the treatments available to them."

The ACCC also has a role in taking action against traders selling cigarettes without the required health warning labels. For example, in September 2008 the ACCC accepted court enforceable undertakings from an importer and distributor, Smoker Supplies, for supplying tobacco products which failed to comply with the labelling requirements. 

"Mandatory health warnings are there for a reason. They remind consumers about the health impacts of smoking and encourage them to quit," Mr Kell said.