Complaint: 17/170

Bowen Therapy, New Zealand, Digital Marketing


M. Taylor
Bowen Therapy New Zealand
Digital Marketing
Health and Beauty
Upheld / Settled
ASA Links
Website Listing
Decision Document


M Taylor
Bowen Therapy New Zealand
Bowen Therapy, New Zealand,
Digital Marketing
27 July 2017

The website for Bowen Therapy NZ,
bowen/, describes the benefits of the Bowen Therapy technique.

The Chair ruled the complaint was Settled.

M Taylor, said: A website advertisement for "Bowen Therapy" contains
misleading therapeutic claims regarding its Health Services, in violation of the Therapeutic
Health Advertising Code Principle 2a. Because these claims are misleading, the
advertisement also fails to observe the high standard of social responsibility required of it by
Principle 1. As far as I can tell, there is no evidence to substantiate the claims being made
about the service offered.

"The likely consumer takeout would be that this service is capable of providing the healing
properties that it describes. The claims made imply that this technique has numerous
beneficial properties, none of which I was able to find substantiation for.
The advertisement begins with a vague description, claiming that very subtle moves are
performed over the muscles and connective tissue, sending messages deep into the body,
then describes the mechanism by which this works as cellular memory a hypothesis
generally accepted as pseudoscience. After setting up the method of the alleged treatment,
the advertiser proceeds to state ~Results can be remarkable, even from the first session,
often only a few sessions are needed to correct the presenting problem. The language being
used strongly implies remarkable results, so one would assume that the evidence to support
these claims has sufficient weight to warrant them.
The advertiser continues: The technique addresses not only the musculo-skeletal
framework, but also the fascia, nerves and internal organs. The bodys integrated response
improves circulation and lymphatic drainage and aids in the assimilation of nutrients and
elimination of toxins. Effectively, this description covers a wide range of potential ailments,
and could be seen to promote the Bowen technique to address almost any issue one might
The advertisement then lists 37 conditions, under the heading Can the Bowen Technique
help me?, and The Bowen Technique should be considered for many conditions which to me
appears structured in such a way as to avoid saying directly that the Bowen Technique is
effective, but from a consumer perspective would mean much the same thing and could
easily be taken at face value considering the elevated authority insinuated by the
testimonials and about sections.
The testimonials include language like When my body needs attention, for almost any
reason, my first port of call is for a Bowen Treatment. This illustrates my concern that this
type of treatment is being used as a catch-all solution and delaying what could be important,

evidence based treatment. At the very least, consumers will be spending money on
purported health services which have no evidence of efficacy.
Conditions listed include treatment for babies, infertility, and pregnant women (including
breech birth). It is worth noting that the Australian Department of Health included the Bowen
Technique in a review of alternative treatments, and found no evidence to support the
techniques efficacy for any condition
Bowen Therapy NZ lists numerous treatment providers in rural and otherwise vulnerable
communities. The organization provides training and accreditation for its practitioners, which
can be contacted directly from the Find Bowen Practitioners section of the website.
In order to pre-empt any claim from the advertiser that they are separate entities from the
practitioners I would point to the homepage banner stating Find & Book Registered
Practitioners, as clear evidence this website is being used for procurement of Bowen
Therapy services. As the practitioners have to register with Bowen Therapy New Zealand,
and Bowen Therapy New Zealand is facilitating the provision of aforementioned services, a
reasonable person would assume that by procuring the services through them, they would
receive the health benefits as stated.
In summary, the claims made on the website do not appear to have been adequately
substantiated, and should therefore be considered to violate the Therapeutic Health
Advertising Code Principle 2a.

The relevant provisions were Therapeutic and Health Advertising Code - Guideline
2(a), Guideline 2(f), Principle 1, Principle 2.

The Chair noted the Complainant's concern that the Advertiser's website contained
unsubstantiated claims about the benefits of Bowen Therapy which were misleading.

The Chair acknowledged the Advertiser had made changes to the website, removing or
amending references which were of concern.

Given the Advertiser's co-operative engagement with the process and the self-regulatory
action taken in amending the website, the Chair said that it would serve no further purpose
to place the matter before the Complaints Board. The Chair ruled that the matter was

Chair's Ruling: Complaint Settled