'Misleading' adverts claiming antibody tests show whether a patient is immune from Covid-19 are BANNED by UK's watchdog
Adverts by private clinics and test centres claiming antibody tests could show whether a person is immune to Covid-19 have beenbanned by the UK's advertising watchdog.
The adverts by Corona Test Centre and London Vaccination Clinic were ruled misleading by the Advertising Standards Authority (ASA).
Meanwhile, an advert by Solihull Health Check Clinic said their antibody test was '100 per cent accurate' in telling a patient whether theyhad contracted coronavirus - a claim which was 'not substantiated by evidence'.
与此同时，索利赫尔健康检查诊所(Solihull Health Check Clinic)的一则广告称，他们的抗体测试在告诉患者他们是否感染了冠状病毒方面“百分之百准确”-这一说法“没有证据证实”。
The watchdog fast-tracked the cases as part of its focus on 'tackling ads that exploit health related anxieties during the pandemic'.
A paid-for Facebook advert for Corona Test Centre London - a test provider owned by XMedical Ltd - featured an image of several socially-distanced people wearing overalls and facemasks.
XMedical Ltd旗下的测试提供商伦敦日冕测试中心(Corona Test Centre London)在Facebook上发布了一则付费广告，广告中有几个穿着工作服、戴着口罩的社交距离的人。
It showed the message: 'We are on a mission to safely get you back to your friends and back to work'.
A page on its website, as seen in May this year, also included the claim that 'Antibody testing will tell you if you've had the virus and developed an immune response'.
XMedical Ltd removed the ad from Facebook, Instagram and Google, but argued its website was not an ad 'because it was their home page and their consent page'.
It said thousands of people, including NHS professionals, visited its centre.
According to its website, the antibody and antigen tests cost 120 each, while its Fit to Fly and PCR tests go for between 165-175.
根据该公司网站的信息，抗体和抗原测试费用分别为120 GB，而适合飞行和PCR测试的费用在GB 165-175之间。
The ASA claimed the statement in the Facebook ad would be interpreted by readers to mean the tests 'were capable of indicating whether or not someone could safely return to work and to social gatherings without fear of contracting or passing on the virus'.
It said the company's website page 'marketed XMedical's antibody testing services' and was therefore considered an ad within the ASA's remit.
It ruled the ads misleading after it found no information in either which explained that a positive antibody result did not mean that a person was immune.
In its ruling on Wednesday, the ASA said: 'We considered that consumers were likely to understand from the ads that a positive antibody test would show that they were immune to Covid-19, and would enable them to get back to work and other normal activities without the risk of contracting the virus again or transmitting it to others.'
The watchdog found that, as of July 13, Government guidance stated there was no strong evidence yet to suggest that those who had contracted the virus and produced antibodies were immune.
The ASA also banned an ad which appeared on the Solihull Health Check Clinic website, which featured text stating it is offering tests with 100 per cent accurate results within 24 hours, with text underneath stating 'Public Health England and Government Approved'.
ASA还禁止了出现在Solihull Health Check Clinic网站上的一则广告，该广告的文字显示，它将在24小时内提供100%准确的检测结果，下方还写着“英国公共卫生和政府批准”。
The ad, as seen on July 2, also claimed that its test could indicate whether a person has developed an 'immune response' to coronavirus.
The West Midlands-based clinic said it only used the Abbott antibody test which has been found to demonstrate 100 per cent sensitivity and 97.5 per cent specificity.
However, the ASA said: 'We considered that neither the sensitivity rate, nor the specificity rate, when used in isolation, were likely to conform with consumers' likely understanding of "100 per cent accuracy" as presented in the ad.'
It said the ad was misleading as it considered the claim '100 per cent accurate results' as an indication that the antibody test would detect - without fail and in all circumstances - whether or not a patient had contracted Covid-19, which was not substantiated by evidence.
Meanwhile, a direct email to consumers by the London Vaccination Clinic, run by 360 Health Ltd, on May 27 told recipients who were thinking about getting back to work that a blood test could tell them within two days 'whether you have potential antibodies (immunity) to Covid-19'.
The ASA said it was likely consumers would understand from the ad that a positive antibody test would show that they were immune to Covid-19, and would enable them to get back to work and other normal activities without the risk of contracting or transmitting the virus.
It continued: 'We noted that the qualification "potential" was used in reference to immunity, but we did not consider that conditional language counteracted the impression of efficacy in this context.
'Further, 'long-term immunity' implied that the test would enable people to get back to normal life, rather than just detecting Covid-19 antibodies.'
The ASA said the ads must not appear again in their current form.
The rulings come as the debate around immunity continues, after researchers in the US found a 25-year-old man was infected with Covid-19 on two separate occasions.
The study published in the Lancet Infectious Diseases journal said findings indicate previous exposure to the virus may not guarantee total immunity.
But a defiant Donald Trump told a packed rally in Florida, his first campaign since contracting Covid-19, that he felt well and was glad he no longer needed to be concerned about infection because he was now 'immune'.