Noel Edmonds attacked over ‘miracle anti-cancer gadget’
NOEL Edmonds was yesterday branded ‘irresponsible’ after claiming a £2,200 electromagnetic box tackles cancer.
The TV host said the ‘miracle’ device infuses his body with energy giving him youthful looks.
But health professionals said his claims that pulsing waves from the box could reduce the risk of cancer were ‘unethical’ and ‘dangerous’.
His comments also prompted the Advertising Standards Authority to launch an ‘urgent’ investigation.
Thousands of social media users branded Edmonds ‘dangerous’ for giving false hope to patients.
The Deal Or No Deal presenter sparked further outcry among his 22,000 Twitter followers when he suggested one user, who had criticised his endorsement of the EMP-pad, had developed cancer because of a ‘negative attitude’.
Edmonds, 67, lies on a mat hooked up to the box – made by Swiss Bionics Solutions – for up to 15 minutes a day, and has previously spoken about feeling health benefits from the electromagnetic waves it emits. Yesterday he posted a photo of the machine, with the caption: ‘A simple box that slows ageing, reduces pain, lifts depression and stress and tackles cancer…@EMPpad is one way of reducing your risk.’
But Simon Singh, co-author of Trick or Treatment, warned patients not to be bowled over by ‘stupid celebrities’, adding: ‘It is utterly reprehensible, irresponsible and downright dangerous.
‘For somebody who has such influence to just throw that out there to people … who will be looking for a cure for their ills, is offensive.’ Dr Martin Scurr, Daily Mail medical columnist, said encouraging patients to spend so much on a machine that ‘could lead them up the garden path is actually unethical’.
Macmillan Cancer Support’s Adrienne Betteley added that there is ‘currently not enough evidence’ to suggest such can cure cancer or slow its growth.
One social media user wrote that Edmonds was ‘playing with people’s lives’, while cancer sufferer Vaun Earl accused him of ‘quackery’.
Edmonds replied: ‘Scientific fact – disease is caused by negative energy. Is it possible your ill health is caused by your negative attitude?’ This prompted a wave of criticism and he was accused of ‘insulting all cancer sufferers’.
Last night EMP-pad said: ‘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.’
Wolfgang Jaksch of Swiss Bionics Solutions told the Guardian the firm makes no medical claims for the device and it is intended to promote wellbeing. The ASA said it found Edmonds was not paid or controlled to make the remarks so it was not a matter for the regulator.