An Instagram advert posted by TV personality Gemma Collins for a headset marketed as a treatment for depression has been banned by the UK’s advertising watchdog.
The UK Advertising Standards Authority (ASA) said the ad, which ran in May 2023, encouraged people to “take care of their depression themselves” by buying the £400 device.
“I got off my depression medication, which was a real game changer for me,” the reality TV star said in the video, adding that the headset “works faster and better than antidepressants.”
The ASA found that the video breached one of its rules, which states that any advertising in the UK “must not interfere with essential medical treatment requiring medical supervision.”
The ad has since been removed.
In a caption accompanying the video, Collins wrote that anyone suffering from depression should “always consult their doctor” and “never stop taking your medication before talking to your doctor.”
However, the ASA deemed this “insufficient to satisfy the Code’s requirement that advertisements must not offer treatment for depression unless the treatment is supervised by a suitably qualified medical professional”.
Flow Neuroscience, the device’s manufacturer, says it works by stimulating brain activity in the dorsolateral prefrontal cortex, a part of the front of the brain associated with depression.
Responding to the ruling, a company spokesman told the BBC: “Depression must undoubtedly be treated responsibly and professional medical advice should be sought before seeking treatment.”
“We strive to make this clear in all our communications and will continue to do so.”
It added: “Following feedback that it was not clear enough whether medical professionals should be involved in treatment, we have spoken to Gemma and her post has been removed.”
The BBC has contacted Gemma Collins’ spokesperson.
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