Gemma Collins’ Ad Banned for Promoting Controversial Electric Shock Device Over Antidepressants

The Advertising Standards Authority (ASA) has banned an Instagram post by Gemma Collins promoting a headset designed to fight depression. The post, accompanied by a video, was found to violate the ASA’s code by encouraging individuals to take mental health treatment into their own hands without professional medical help.

In May 2023, Collins, a 43-year-old reality star with 2.2 million followers, shared a video of herself using the £400 Flow Neuroscience AB device. The device claims to send mild electrical impulses to the frontal cortex, an area of the brain responsible for regulating mood. In her post, Collins, who gained fame on “The Only Way is Essex,” stated: “I’m off my depression tablets and this has been a real game changer for me. Flow actually works faster and better than antidepressants. It’s like having your own therapist in the comfort of your own home. You’re fully in control of your own treatment.”

Collins further suggested that those who can’t access therapy or don’t want to take medication should try this new option, which can be purchased online without a prescription, though she advised consulting a GP. The accompanying text claimed that the headset “reduces depression in 88 percent of people, according to Flow’s data,” despite not undergoing rigorous testing in the UK.

The ASA, which mandates that marketing must not “discourage essential treatment for which medical supervision should be sought,” ruled that the post violated its code. Collins defended the ad, stating she believed the message was clear, especially with the caption “consult your GP always without fail.” However, the ASA argued that merely suggesting a consultation did not equate to endorsing ongoing medical supervision.

The ASA concluded that the ad implied users could stop their medication shortly after starting the device without medical oversight, thereby trivializing the decision to come off antidepressants. This was deemed to encourage individuals to manage their treatment independently. The watchdog highlighted that the ad targeted both those exploring treatment options early in their illness and those already receiving conventional medication or therapy for depression. Additionally, the suggestion to buy the device directly from the website reinforced the impression that consumers could bypass medical consultation.

The ad has since been deleted, and the ASA has ordered that it must not reappear in its complained-of form. Flow Neuroscience AB has been instructed to ensure that future advertisements do not discourage essential treatment for conditions requiring medical supervision, including depression.