Noel Edmonds has caused controversy in the medtech world this week when the celebrity claimed that the EMPpad can tackle cancer
Edmonds is a long-time fan of the EMPpad, a machine which aims to stimulate "cellular resonance" in the body and costs £2,315, reported the BBC.
However, Edmond’s tweet claims that EMPpad Limited’s device can not only lift depression but also tackle cancer:
On EMPpad’s website the company said: “The EMPpad Omnium1 and EMPpad iMRS use very low intensity and frequency pulsed electromagnetic fields (PEMF) which target the cells within the body and help to improve the way they function.
“Research has demonstrated that this can lead to widespread health benefits, including supporting an effective immune response and a healthy overall body.
“Although research using very low frequency and intensity PEMF to help address cancer has produced some promising early results, it is currently in the very early stages.”
Yet, despite this and a barrage of twitter users ridiculing him for his claims, Edmonds continued to highlight that the pad can be used to tackle cancer.
The popularity of Edmonds tweet caught the notice of the Medicines and Healthcare Regulatory Agency (MHRA) who decided to investigate the products available from EMPpad, "to determine whether there are any breaches of the Medical Device Regulations 2002".
It also attracted the attention of the Advertising Standards Authority, which after a brief investigation said: "They [EMPpad Limited] were not aware of and didn't have control of the tweet and as such it's not an ad for the purposes of our rules.
“We will, however, be reviewing marketing claims on EMPpad's own website to ensure they are sticking to the strict medical devices advertising rules that are in place."
EMPpad Limited said it did not pay Noel Edmonds to advertise the product. Company director Maria Robertson said she had known Mr Edmonds for over 25 years and had previously worked for him and his daughter Charlotte, the BBC reported.
The EMPpad company issued a statement on its website that reads: “EMPpad does not make the claim that PEMF therapy can prevent cancer.
“The opinions of Mr Noel Edmonds are his alone and do not reflect in any way with the opinions of us at EMPpad.
“We had no discussion, input or prior knowledge of the content of Mr Edmond’s statement and we do not agree with it in any way, shape or form.”