She may be queen of the infomercial, but Suzanne Paul's ad for healing crystals has drawn the ire of the Advertising Standards Authority.

The authority upheld a complaint against an advertorial for a "Crystal Healing Pad" on TV One's Good Morning, requiring it be removed because it failed to prove the crystals protected against "electromagnetic smog".

The advertorial was hosted by Paul and Melanie Kerr. Paul claimed the Crystal Therapy Pad blended "amethyst for stress and worry, flint for recovery from illness, serpentine jade for sadness and quartz and red jasper to defend against electromagnetic smog".

Tim Elliot The Advertising Standards Authority's Complaints Board found the advertorial did not prove its claims that the crystals provided health benefits.

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Complainant B Lennox said the ad was misleading because there was no "good quality evidence in scientific literature that crystal healing has any efficacy, other than placebo". He said the claim that one of the crystals offered "some protection against electromagnetic smog" could not be substantiated.

"The only means of 'protecting' against this is a Faraday cage, an experiment that can be done at any time, in any location," Lennox said.

An advertorial for healing crystals featuring Suzanne Paul has been found to breach advertising standards.

The Authority's Complaints Board said the advertorial breached Principles 2 and 3 and Part B2 Requirement 4(a) of the Therapeutic Products Advertising Code, which requires advertisements for therapeutic products to be truthful and not mislead consumers.

It upheld the complaint because the advertiser, Brand Developers, did not prove the product would help recovery from illness or defend against electromagnetic smog.

However the advertiser claimed the Crystal Healing Pad was not a therapeutic product and was instead a "sleeping aid".

In its response to the complaint, Brand Developers said its advertorial was "no hyped-up hard sell whizzo".

"To the thousands of viewer[s] who don't enjoy good sleep it is an offer of a new option. It is reinforced by a number valid testimonials which make no extreme claims or promises. All it does offer is the possibility of a better sleep – with a money back guarantee, plus two free books, plus a free Bambillo pillow."

TVNZ, who aired the advertorial, said it would appreciate some direction on its problematic areas so they could be addressed.

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