Gemma Collins slammed Instagram ad for depression headset
‘This is so, so dangerous’: Gemma Collins is being criticized for an Instagram ad promoting a £399 headset she claims beat her depression in just ONE week
Reality TV star Gemma Collins has faced criticism after promoting a £399 headset she says works ‘faster and better than anti-depressants’ to her 2.2 million Instagram followers.
The 42-year-old former TOWIE star told fans that after just a week of wearing the Flowneuroscience headset, she had “noticeed a real difference in how I feel” — and urged fans to buy one for themselves, saying : ‘It will be the best thing you ever do’.
However, some people who viewed the ad, for which Collins was paid, called it “dangerous” and urged people to seek medical advice from their GP before using such a device.
The makers of the “over the counter” headset say it’s an approved medical device that works by using non-invasive electrical signals that “target the physical cause of depression,” and is being used alongside an app for behavioral therapy.
In a caption accompanying the video clip, Collins tells fans that wearing the headset “reduces depression by 88 percent” and that the product is currently being “tested by the NHS.”
Gemma Collins’ latest collaboration has drawn criticism from some; the reality TV star posted a clip of herself wearing the £399 Flowneuroscience headset, telling her 2.2 million followers on Instagram that her depression felt better after just a week of wearing it
In the video, she is seen wearing the “literally amazing” headset and says, “Even after a week of using it, I feel lighter, I feel clearer.” I love life now off my depression tablets.’
Collins added that the headset “removes negative depressive symptoms,” telling them the product was an alternative for “people who don’t want to take antidepressants.”
Some onlookers were alarmed by the seemingly quick results.
One wrote: ‘A week in? This is absolutely appalling and unethical for a company to be allowed to advertise in this way. Whatever research is behind this, it is irresponsible to allow an ad like this to trick vulnerable people into buying it.”
Another added: “Please don’t promote people who abruptly stop their medication!!”
Many of those who commented on the posts claimed Collins’ ad for the Flowneuroscience headset was “unethical” and urged people with mental health problems to consult their doctors first
HOW DOES THE FLOW HEADSET WORK?
The makers of the Flow headset, which doesn’t require a prescription, describe it as a “brain stimulation wearable that uses transcranial direct stimulation (tDCS) to activate the left dorsolateral prefrontal cortex”.
The Flowneuroscience headset and accompanying app are being tested by the NHS as an alternative treatment to antidepressants
Essentially, the device sends a small electrical current (less than a household battery) to this part of the brain, causing neurons to fire more often, strengthening nerve pathways in the prefrontal cortex.”
According to the company, clinical studies have shown that patients with depression have lower activity in this part of the brain, the part of the brain responsible for cognitive tasks and regulating emotions.
The headset is supported by an app that allows users to log their experiences, which can be monitored remotely by a clinician.
One person wrote, “F***ing hell, these claims are so, so dangerous. You have 2 million followers, surely this is a border crossing when it comes to protecting those who take medication for mental health problems?’
Meanwhile, others said they had tried the device and it had improved their depression.
One wrote: ‘It works – I have one – read the website, it’s all about it’, while another added: ‘It has to do with electrical impulses directed to the part of the brain affected by depression. It’s a legitimate technique.’
MailOnline reached out to Gemma Collins and Flowneuroscience for comment.
A Collins rep confirmed the post was a ‘collaboration’ – the post carried a hashtag #ad – saying: ‘Gemma would always urge people to talk to their GP first about treating depression.’
A spokesperson for Flowneuroscience told MailOnline: ‘We always recommend that anyone suffering from depression speak to their doctor before trying any new treatments. Many of our users combine headset use with antidepressants for holistic treatment.
‘We work with over 80 clinics in the UK. 88% of our users see an improvement after 6 weeks (10,000 headset users), and 44% are in remission after 6 weeks (same data set).”
The spokesperson also praised Collins for being “open and transparent about their own mental health journey,” adding: “Gemma’s posts are a reflection of her own personal experience of using Flow and have not been edited or edited in any way by Flow. written.’