Edmonds: ‘Negative attitude causes disease’
THE television presenter Noel Edmonds has suggested that a cancer sufferer’s ill health is a result of his “negative attitude”.
Edmonds, 67, is a user of the EMPpad, a device that aims to stimulate “cellular resonance” in the body. Praising the machine, the Deal or No
Deal? host tweeted: “A simple box that slows ageing, reduces pain, lifts depression and stress and tackles cancer. Yep, tackles cancer!”
He did not take kindly to criticism from a correspondent calling himself @VaunEarl, whose Twitter biography states he has kidney cancer, lymph node metastases and psoriatic arthritis.
VaunEarl wrote: “This sort of quack- ery should be illegal if it isn’t already. I think Noel Edmonds should stick to what he’s good at. Presenting quiz shows and beard trimming, rather than curing cancer.”
Edmonds retorted: “Scientific fact-disease is caused by negative energy. Is it possible your ill health is caused by your negative attitude? #explore.”
The “intelligent wellness” machine claims to improve overall health – and combat specific ailments – by “pulsed electromagnetic field therapy”.
Twitter users lost no time in mocking Edmonds, most of them by posting pictures of alternatives to the device. One user posted an image of a bottle of “magic beans”.
But many pointed out that Edmonds may have violated the 1939 Cancer Act, which makes advertising any cancer cure, proven or not, to the public.
A spokesman for the Advertising Standards Authority said: “We’re looking into it. It’s a matter of urgency.”
But, she added, if there is no payment or agreement with the company, the authority may not be able to take action.