The Office of Fair Trading (OFT) has successfully stopped claims by a company that claimed its magnetic jewellery could offer pain relief and reduce swelling.

Magna Jewellery Limited had suggested that magnetic therapy could help with a variety of medical conditions and that scientific research backed up their claims. Another company Magno Pulse is shortly to meet the OFT in the High Court having refused to co-operate with their requests to change their advertising of magnetic therapy products.

The OFT considered that a number of the company's advertising claims were misleading. Magna Jewellery Ltd and its directors, Jeffrey Frankel and Laura Neal, have given binding undertakings to the OFT that they will not make advertising claims stating or giving the impression that:

• magnetic products have a therapeutic effect caused by a specified physiological mechanism, such as an increase in circulation. This includes claims like, 'Their therapeutic properties are derived from tiny but powerful earth magnets, which create a strong magnetic field. As your blood flows through this field it becomes oxygenated, which helps to rejuvenate the body cells. This is needed to reduce swelling of joints and improve circulation, all of which alleviates pain,' and, 'The reason the back support is so effective in relieving back pain is a combination of its construction, which holds the back firm, and the 28 powerful magnets which increase blood circulation.'

• the therapeutic effect of magnetic products is established or proven by scientific trials. This includes claims like, 'Only Magna Therapy Jewellery is clinically proven to relieve pain,' and that the idea magnetic fields improve circulation, 'has been reinforced by medical research studies.'

• products have a therapeutic effect due to their magnets (or magnetic fields) and/or will in all cases produce a therapeutic effect for those who wear them. This includes claims like, 'The pain relieving properties are derived from tiny but powerful magnets;' and, 'Magnetic pain relief bracelets really work.'

The undertakings also cover advertisements using customer testimonials which repeat any of the above claims.

Christine Wade, Director of Consumer Regulation Enforcement, said:

'Magna Jewellery Ltd targets its products at consumers who are looking for relief from pain. Where advertisements claim products have therapeutic effects it is important they do not mislead consumers. These undertakings given to the OFT will protect consumers.'

If the undertakings given to the OFT are breached, the company is likely to appear before the High Court.