Can they get away with this?

[chaggle]

http://www.watchesshop.com/manufacturers/breo.html

The Breo watch range is a vibrant range of sports and fashion watches suitable for the gym and everyday use. Most Breo watches have been proven to have many health benefits for the wearer due to a material called Tourmaline, which is used throughout many of the Breo watch ranges. Tourmaline occurs naturally and is a mineral that is used as a semi-precious gemstone which has many health benefits including: Natural detoxification of the body, aids recovery after sport, increases concentration levels, aids sleep, meditation and relaxation, improves vitality and moods as well as increasing the body’s ability to facilitate oxygen.

(My highlight)

[Janot]

*sigh* caveat emptor

[asthmatic camel]

It seems the Adertising Standards Authority can't help with claims like this. Trading Standards might be interested, but I wouldn't hold your breath.

[Matt]

MHRA might be interested.

http://www.mhra.gov.uk/index.htm

However it claims "Health Benefits" rather than a cure of disease. Also the threshold might be safety rather than efficacy. Not sure. Must dash. Sorry

[brianp]

It seems the Adertising Standards Authority can't help with claims like this. Trading Standards might be interested, but I wouldn't hold your breath.

Perhaps next year things will change.

http://www.bbc.co.uk/news/technology-11140676

[Pebble]

Can't see MHRA getting involved unless a safety concern was raised. It appears to be a UK company so should get hit by extension of advertising standards remit to online advertising as Brianp says. MThey have 6 months to sort this out - perhaps worth a comment to the company to highlight that this will have to change.