A database that tracks dubious medical claims.

Claim number: 13

Claimant: SA Natural Products Pty (Ltd)

Claim date: Dec. 1, 2010

Brand name: A Vogel Neuroforce

Forum in which the claim was made: Advert in Weekend Argus

Claim methodology: Tonic

Frequency with which the claim is made by this claimant: Unknown

Actual claim: Treats Mood disorders

Plausibility of this claim: Untested


A very important decision of the ASA regarding what degree of expertise will be considered as sufficient.



The advertisement promoted “A Vogel Neuroforce” as a “… natural product that provides support to the central nervous system”. It stated, inter alia, that Neuroforce was "an excellent central nervous system tonic if you are depressed, tearful, irritable, over sensitive, insecure, emotional, sad, unhappy, angry..." In response to Sydney Kaye's complaint, SA Natural Products said the advert and its claims were "based on the principles of homeopathy" of which the complainant was "clearly not informed". In support of its claims, SA Natural Products submitted a letter from Dr David Naudé, clinical director of the department of homeopathy at Durban University of Technology. The ASA said however it was not satisfied that Naudé qualified as an expert in the field of anxiety, depression, emotionality and other mood disorders. Furthermore, there was no evidence of the efficacy of the product. See ASASA ruling at: http://www.asasa.org.za/ResultDetail.aspx?Ruling=5438>

See also this claim by the A Vogel company about their product Echinoforce: