Brainteaser promoted by Gemma Collins in banned advert reduces suicide risk, says NHS study

A headset featured in a banned advert by reality star Gemma Collins could stop depressed patients from taking their own lives, an NHS study has found.

Flow, a pulsating headset that claims to treat depression by sending electric shocks to parts of the brain responsible for regulating mood, reduced the incidence of suicidal thoughts by 75 percent in a group of 83 patients.

The hospital that tested the device noted a significant reduction in hospital admissions for self-harm.

In addition, a third of patients who used the device for six months were found to be in remission from their depression, the study authors from Leicestershire Partnership NHS Trust reported.

The advert, which was placed in May last year, drew the ire of the Advertising Standards Agency (ASA), which said the post breached rules designed to prevent adverts from discouraging people from seeking treatment for medical conditions.

Leicestershire Partnership NHS Trust offered Flow depression treatment through its crisis service. This service supports NHS patients who are at immediate risk of self-harm or are unable to cope with daily life due to an acute mental health problem.

The six-month study found that the wearable device helped patients stabilize quickly, with positive changes in their mood visible within two to three weeks of treatment.

The makers of the Flow headset, which retails for £399, describe it as a “brain stimulation wearable” that uses a technology known as transcranial direct stimulation (tDCS).

tDCS involves sending small electrical currents (smaller than a household battery) to the prefrontal cortex, which regulates emotions.

Over time, the stimulation causes neurons to fire more often, strengthening the nerve pathways in the prefrontal cortex.

According to the company, clinical studies have shown that patients with depression have lower activity in this brain area.

The headset is supported by an app that allows users to record the benefits they experience. A doctor can monitor this information remotely.

According to the company, clinical studies have shown that patients with depression have lower activity in this area of ​​the brain, the part of the brain responsible for cognitive tasks and emotion regulation.

Crisis services provide rapid care and prevent mental health crises from escalating.

Where possible, the aim is to have the patient treated safely at home, rather than in hospital.

In the new study, many patients who did not achieve remission still saw a significant reduction in depressive symptoms after using the device for six months, with many seeing their depression drop from severe to moderate or mild.

Dr Mark McConnochie, consultant psychiatrist and clinical director for emergency care at Leicestershire Partnership NHS Trust, said: ‘Flow has been shown to be a fantastic tool to help patients with depression recover more quickly in a safe and effective way.

‘The response from our patients and staff has been overwhelmingly positive and the results of this trial will make a huge difference to the lives of people in Leicester, Leicestershire and Rutland.’

Suicide and self-harm rates are on the rise and experts are calling for new treatments for depression.

Data from the NHS in the UK shows that demand for mental health crisis services has doubled since 2017 and increased by around a third since the pandemic.

More than 90,000 people are referred to community crisis services each month and 200,000 people call the NHS 24/7 crisis line each month.

The Flow headset, which does not require a prescription, is described as a “wearable brain stimulation device that uses transcranial direct stimulation (tDCS) to activate the left dorsolateral prefrontal cortex,” parts of the brain responsible for mood regulation

Support for depression can often be complicated, as there is no single treatment that works for everyone.

Of the approximately one in three people who achieved remission or response after using Flow, 59 percent of the patient group reported having already tried antidepressants and therapy.

This suggests that the device could be used in patients who do not respond to other treatments.

Dr Sherif Abdalla, Consultant Psychiatrist CRHT at Leicestershire Partnership NHS Trust said: ‘It is fantastic to witness first-hand a quantum leap in the quality of treatment for patients with depression and suicidal thoughts, which could soon change our treatment guidelines.

‘Thanks to Flow, patients can return to their normal lives in a very short time, without having to worry about side effects.’

The treatment is already accessible through five other NHS services for the treatment of depression.

The data confirms results already seen in smaller NHS trials and shows the headset is a safe and effective treatment for depression.

There was previously criticism of an advertisement for the device.

In May last year, Gemma Collins, who has 2.2 million followers on Instagram, was ordered by the Advertising Standards Authority (ASA) to remove an advert for the device that had been posted on her Instagram page.

The reality star claimed in the video that she had stopped taking antidepressants and said the device was a “real game changer.”

She added: ‘Flow works even faster and better than antidepressants.’

The post breached ASA rules designed to stop ads that discourage people from seeking medical treatment.

The ASA emphasised NHS advice that it is not recommended that people with depression stop taking medication for their condition without supervision.

In 2021, NHS watchdog NICE updated its guidelines on psychiatric drugs, which are used by an estimated 8.6 million Britons, saying patients should taper off the medication gradually, as abruptly stopping use can lead to withdrawal symptoms.

Doctors advise that patients be monitored while stopping antidepressants in case they experience a mental health crisis.

The ASA concluded its ruling by stating that the advert discouraged “essential treatment” for a medical condition and was therefore in breach of the code.

Although the initial NHS trial has been completed due to its success, researchers are interested in expanding its use as a treatment for depression.

Erin Lee, CEO of Flow Neuroscience, said: “The results in Leicestershire are promising and add to our existing studies which provide compelling evidence that Flow is an effective treatment for depression.

‘Depression is a very complex condition and it is vital that patients have more options.

‘With suicide rates rising rapidly, effective and accessible solutions that can be integrated into the health care system must be made available to address the number of people suffering the devastating effects of the current mental health crisis.’