Gemma Collins criticised by ad bosses over claim that electric shock headset helps depression in ‘88% of people’

Reality TV star Gemma Collins has been reprimanded by Britain’s advertising watchdog for promoting a pulsating headset that claims to treat depression.

The ad she posted on her Instagram, which has since been removed, was intended to “encourage people to self-treat their depression” rather than seeking medical help for the condition.

Collins, who has 2.2 million followers on Instagram, was ordered by the Advertising Standards Authority (ASA) to immediately remove the advert for the £400 device.

The clip shows her wearing an experimental device called Flow Neuroscience AB, which sends mild electric shocks to the part of the brain responsible for regulating mood.

She continues: ‘I have stopped taking my antidepressants and this has been a real game changer for me. Flow actually works faster and better than antidepressants.

The clip, posted to Instagram for Collins’ 2.2 million followers, shows her wearing the £400 Flow Neuroscience AB device, which delivers mild electric shocks to the part of the brain responsible for regulating mood.

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.

“It’s like having your own therapist in the comfort of your own home. You have complete control over your own treatment.”

The accompanying text also stated that the device “reduces depression in 88 percent of people, according to data from Flow.”

The device has not been subjected to rigorous testing by UK medical regulators, which is standard for all devices and medicines entering the UK.

The advert drew the ire of the ASA when it was launched in May last year as it appeared to breach rules designed to crack down on adverts that discourage people from seeking treatment for medical conditions.

The ASA disputed the sentences, saying: ‘If you can’t access therapy or don’t want to take antidepressants’ and ‘why not try them if you are struggling with your mental health’.

According to the organization, this suggests that Flow can be used as an alternative to conventional treatment.

“We consider that the reference to the ability to purchase the device directly from the website reinforced the impression that consumers could bypass the route to a medical consultation,” the ASA ruled.

It added: ‘We considered the claims to be directed at both consumers who were considering treatment options at an early stage of their illness and consumers who were currently receiving conventional medication or therapy for depression.’

Flow disputed the ASA’s findings, pointing out that the text accompanying the advert stated that people should consult their GP before considering using the device or changing their medication.

Collins herself endorsed Flow’s explanation, stating in the ASA documents: ‘She considered that the advert contained only personal observations and corroborated evidence and no persuasive language.

‘The advertisement did not discourage essential treatment, but rather pointed to an alternative or complementary treatment.’

But ASA said the text about consulting a GP was “insufficient” to address her concerns.

“We believe that this text merely suggests that consumers should schedule a consultation with a GP before using the device,” the ruling said.

‘The text in the caption stating that a GP should be consulted is insufficient to meet the Code’s requirement that advertisements must not offer treatment for depression unless that treatment is carried out under the supervision of a suitably qualified medical professional.’

‘We felt the ad trivialized the decision to stop taking antidepressants or stop taking them altogether and encouraged people to take control of their own treatment.’

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

The ASA also 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.

ASA concluded its judgment by stating that the ad discouraged ‘essential treatment’ for a medical condition and was therefore in breach of the code.

It was stated that the ad should no longer be shown in its current form and that Flow should ensure that future ads avoid the same problems.

Collins has already removed the ad from Instagram.