Selfridges and the Psychic Sisters.
Selfridges employ psychics in their Oxford Street store.
9th April 2006.
Selfridges is a retail company that has created a corporate image for itself as a stylish, innovative retailer that provides the latest cutting-edge designs and fashions to a clientele that has its finger on the pulse of modern living. It is a well-respected upmarket company.
Corporate branding is very important to a company as a positive image encourages customers that want to buy the company's products, they are prepared to pay more for them, they are more likely to be loyal, it helps to attract and convert new customers, as well attracting the best employees. A strong corporate image is not something a company would be happy to relinquish.
Considering the enviable reputation of Selfridges, it was surprising, to say the least, to see reports that they have decided to employ psychics in their Oxford Street store. Jayne Wallace and Christine Murray, known as the 'psychic sisters' started working in the store on Monday 3rd April 2006.
There are two immediate issues here:
- The damage to Selfridges' reputation.
The psychic industry has a sleazy image. Much of it looks like nothing more than the cynical exploitation of often vulnerable people. Scandals and exposés are frequent. This is what Selfridges have involved themselves with and that can only be to their long-term detriment.
- Selfridges' image giving a perceived authenticity to psychics.
A company with a reputation for providing quality goods and services will give out the message that any psychic services they offer will be both genuine and of high quality. Of course no psychic has ever been shown to have genuine ability so how could Selfridges assure its customers of the quality of such psychic services?
It looks like Selfridges have a lot to lose and the Psychic Sisters a lot to gain in this asymmetrical arrangement; however, as skeptics, we're concerned at the promotion of these unproven 'services' for commercial gain at the expense of rational integrity and, of course, people's money.
The claims and the evidence.
According to the original article that appeared on Retail-Week.com (no longer viewable without subscription - Copy of press release.):
Selfridges head of home Dawn Rose said: “The arrival of the Psychic Sisters in Selfridges will be especially welcome by people who have always wanted to try psychic services but were bewildered by the choice available and unsure of the quality on offer.”
The “Psychic Sisters”, Jayne Wallace and Christine Murray, started in the store on Monday. Both have experience as television clairvoyants.
A session with the psychics will cost £40 and last 40 minutes and can include tarot and crystal ball readings and help with any issues you may have, including shopping addiction.
It's clear by Mrs. Rose's statement that psychic services are on offer and implicit in her statement is that these services will be quality services. If services are on sale, they had better be genuine otherwise Selfridges could be falling foul of the Fraudulent Mediums Act (1951).
1.-(1) Subject to the provisions of this section, any
person
who-
(a) with intent to deceive purports to act as a spiritualistic medium or to
exercise any powers of telepathy, clairvoyance or other similar powers, or
(b) in purporting to act as a spiritualistic medium or to exercise such powers
as aforesaid, uses any fraudulent device, shall be guilty of an offence.
Also:
(2) A person shall not be convicted of an offence under the foregoing subsection unless it is proved that he acted for reward; and for the purposes of this section a person shall be deemed to act for reward if any money is paid, or other valuable thing given, in respect of what he does, whether to him or to any other person.
Providing quality 'psychic services' at £1.00 a minute would require the services to be genuine otherwise Selfridges would be in breach of the Fraudulent Mediums Act (1951) - unless:
(5) Nothing in subsection (1) of this section shall apply to anything done solely for the purpose of entertainment
A disclaimer stating that such services are 'for entertainment purposes only' would need to be displayed so that the customer is aware that what they are getting is not really a service but a form of entertainment.
Several people have emailed Selfridges to ask for clarification on this issue. Although Selfridges did reply to most enquiries, the response was identical in each case:
Dear [name]
Thank you for your email about the Psychic Sisters.
We are confident that this service, which is an entertainment, complies with all UK legislation. The Psychic Sisters do not offer a counselling service and they do not advertise themselves as a counselling service. None of the Psychic Sister's literature available in our store claims to be assisting individuals who exhibit symptoms of shopping addiction.
I hope this is helpful.
Regards
Nick
Selfridges Connect
This reply contradicts what was reported in the original article that a psychic session: "can include tarot and crystal ball readings and help with any issues you may have, including shopping addiction". It also claims that the psychic services are an entertainment.
We asked for further clarification only to be given another stock reply:
Dear [name]
I am sorry, Selfridges has made its stance clear on this matter
and does
not wish to be drawn into further correspondence. Your comments have been
noted and will be included in our monthly reporting to the business.
Thank you for taking the time to correspond.
Regards
Nick
Selfridges Connect
It looks like Selfridges don't want to discuss the matter.
To check the claims that this is an entertainment service, a UK Skeptic member went to the Oxford Street store to check it out. On display amongst the pendants and crystals were some leaflets advertising the service.
The main leaflet that advertises the 'services' is this one:
There are clear claims of psychic abilities there yet no mention that these services are for entertainment purposes only.
More information on the psychic sisters can be found here:
General info |
Lindy (psychic sister) |
Jayne (psychic sister) |
Nowhere on any of these leaflets, including the one advertising the Selfridges' services, is there any mention of these services being 'for entertainment purposes only' so Selfridges' claim that they are employing the Psychic Sisters in their store to provide an entertainment service looks somewhat shaky to say the least.
Conclusion.
This issue is currently ongoing. It looks at the current time that should the Director for Public Prosecutions decide to prosecute Selfridges under the Fraudulent Mediums Act that the prosecution would succeed due to the fact that psychic claims are clearly being made, money is being earned for providing these services, and that any claim to be providing an 'entertainment service' does not stand up to scrutiny.
Unfortunately for Selfridges, that leaves this whole issue looking like a cynical money-making scheme. An upmarket company renowned for its quality has turned to the sleazy world of the psychic industry and is providing a service that is diametrically opposed to what the company stands for.
13th April 2006
Selfridges' attitude remains defiant. A UK Skeptics member contacted the Advertising Standards Authority (ASA) to enquire as to whether the leaflets advertising the Psychic Sisters' services came under their remit. They did. We informed Selfridges of this and it seems that those leaflets have been removed. So far, this is the only remedial action that Selfridges have taken.
Selfridges' defence of the use of psychics in their store is that it is an 'entertainment service'. They seem to think that it's OK to do just as they please and then use the 'entertainment' defence retrospectively.
This is the board that is displayed in Selfridges:
The 'for entertainment purposes only' disclaimer seems to be missing.
To find out once and for all whether customers are made aware that this service is an entertainment one, a UK Skeptics member went into the store to enquire about the service. The enquiry, which was made to the psychics and their assistants, was recorded and the results were interesting.
- They are claiming psychic abilities such as the ability to foretell the future.
- One medium claimed that she contacts 'spirit guides' or 'angels' that pass on information pertaining to the client's life and future. Although they are claiming to be mediums, they don't claim to actually contact the dead.
- Not only is there no mention of this being an 'entertainment service', when questioned about the service being a form of entertainment they actually deny that it is.
Remember, we have this evidence recorded.
It seems quite clear that Selfridges are blatantly in breach of the Fraudulent Mediums Act (1951). Their only defence given when questioned about the promotion of this nonsense is that it's 'an entertainment'. Not only do they fail to show that it is only an entertainment service but those involved in providing the service are claiming that it is not an entertainment service.
What next?
For the time being, we advise anyone who disagrees with Selfridges' promotion of the psychic industry to email them here: connect@selfridges.co.uk
Further developments will be posted as they occur.
Further reading on this issue:
An example of a Selfridges' psychic reading.
http://www.cap.org.uk/spriritulists_psychics.pdf
