Gemma Collins' Ad for Depression Headset Banned
- Gemma Collins, a well-known TV personality, faced backlash after her Instagram ad for a depression headset was ruled non-compliant by advertising regulators.
- The ad was deemed to breach advertising standards and was subsequently banned.
- This incident raises questions about the responsibilities of influencers in promoting mental health products.
An advertisement featuring TV personality Gemma Collins promoting a £400 headset as a treatment for depression has been banned by the UK's Advertising Standards Authority (ASA). The ASA determined that the ad, which aired in May 2023, encouraged individuals to self-manage their depression treatment, undermining the importance of professional medical guidance. In the video, Collins claimed the device was a "game changer" that worked "faster and better than antidepressants," raising concerns about its implications for viewers struggling with mental health issues. Despite Collins' disclaimer urging viewers to consult their GP and not to discontinue medication without professional advice, the ASA found this insufficient. The authority emphasized that advertisements must not promote treatments for depression unless they are supervised by qualified health professionals. Consequently, the ad was removed from Collins' social media platforms. The headset, manufactured by Flow Neuroscience, claims to stimulate brain activity in the dorsolateral prefrontal cortex, an area associated with depression. In response to the ASA's ruling, a spokesperson for the company acknowledged the need for responsible treatment of depression and reiterated the importance of consulting healthcare professionals before pursuing any treatment. They also confirmed that they had communicated with Collins regarding the clarity of her messaging. The ASA's decision highlights the ongoing conversation about mental health treatment and the responsibilities of public figures in promoting health-related products. For those experiencing emotional distress, resources and support are available through the BBC Action Line.