Apprentice contestant company’s adverts banned for implying ‘cure for coronavirus’
15 min readA former contestant of The Apprentice has had his company’s adverts banned for implying that the products offered a “cure for coronavirus“.
The company Revival Shots, which was founded by Daniel Elahi, says on its website that it offers “revival rehydration and recovery” with products that are “backed by science”.
In April, the firm posted an advert on Facebook and two adverts on Instagram that were criticised by the Advertising Standards Authority (ASA) for claiming that the brand’s rehydration powders could prevent, treat or cure diseases, including the coronavirus.
In the advert that was shared on Facebook and Instagram, it said that vitamin C was being tested in the US and China “as a possible cure for Covid-19“.
The caption stated that each of the Revival Shots sachets contained 500mg of vitamin C.
The ASA stated that it “considered the ad therefore implied that consuming Revival Shots could, through their vitamin C content, help to cure Covid-19”.
The second advert shared on Instagram included a screenshot of a review of a Revival Shots product.
In the review, the consumer wrote that after developing a headache and a sore throat, they started to feel “paranoid”.
However, after consuming a vitamin C product, their headache reportedly “disappeared” and their sore throat was “greatly reduced” within half an hour.
The ASA ruled that the advert could have led consumers to believe that the claims being made in the review were linked to the coronavirus pandemic.
“Given that the ad was posted in mid-April 2020 during the Covid-19 pandemic, referred to symptoms sometimes associated with Covid-19 and the reviewer’s ‘paranoia’ about those symptoms, and included the hashtag ‘#staysafe’ which was commonly associated with the pandemic, we considered consumers would understand that the claims in the review were intended to be understood to relate to Covid-19,” the watchdog said.
“We considered the ad therefore implied that Revival Shots could help to cure Covid-19. We considered that even if the ad was not taken to relate specifically to curing Covid-19 it nonetheless claimed that Revival Shots had cured a headache and sore throat.”
All three of the adverts have been removed, Revival Shots said.
The non-broadcasting advertising code forbids adverts that state or imply that food products can prevent, treat or cure disease.
1/13
Cheryll Mack, 46, a registered nurse in the emergency department, poses for a photograph after a 12-hour shift outside the hospital where she works. “The Covid-19 spread has affected a lot of livelihood, a lot of people’s lives. It has created a crisis, death in general. So I would like to ask not one single person, but all people worldwide, to converge and join the platform that this is something that nobody can fight individually,” said Mack.
Reuters
2/13
Dr Laura Bontempo, 50, an emergency medicine doctor wears her personal protective equipment she uses when she sees patients, while posing for a photograph after a nine-hour shift, outside the hospital. “The hardest moments have actually been separating families from patients, there is a no-visitor policy now and taking people away from their loved ones is very challenging,” Bontempo said. “I’m used to treating sick patients. I treat sick patients all the time. It’s very different knowing that the patient you are treating, is actually a risk to you as well. That’s the main difference here. No one who works in hospitals is afraid of treating sick people. Just want to keep staff safe and the patients safe at the same time.”
Reuters
3/13
Ernest Capadngan, 29, a registered nurse who works at a biocontainment unit poses for a photograph after a 12-hour shift, outside the hospital. “The hardest moment during the shift was just seeing Covid patients die helpless and without their family members beside them,” Capadngan said.
Reuters
4/13
Martine Bell, 41, a nurse practitioner in an emergency department, poses for a photograph after a six-hour shift outside the hospital where she works. “The hardest thing in all of this, has been taking care of fellow healthcare providers. It really hits home and it’s really scary when you see someone that could be you coming in and now you’re taking care of them. It’s also hitting home that once healthcare providers start getting sick, who is going to be taking care of the public,” Bell said. “It’s very stressful, everyone is on edge. We don’t know who’s coming in next, or how sick they’re going to be, or if we are going to get a whole bunch of people or if we’re not going to get no one. It’s a really stressful and just a completely unusual time for all of us.”
Reuters
5/13
Kaitlyn Martiniano, 25, a registered nurse who works at a biocontainment poses for a photograph after a 12.5-hour shift, outside the hospital. “We have a lot of patients and they are pretty sick right now but we have not yet been hit as hard as New York or Seattle, so I feel like we are very lucky with that so far. Every day you have to just be optimistic.” Said Martiniano. “I think the reason that we are not being hit as hard right now is because so many things are closed, and because so many people are staying at home.”
Reuters
6/13
Tracey Wilson, 53, a nurse practitioner in an intensive care unit (ICU), poses for a photograph after a 12-hour shift, outside the hospital where she works. “I had a patient fall out of bed today and I had to call his wife and tell her and she couldn’t come see him, even though she pleaded and begged to come see him,” Wilson said. “There is a lot of unknowns and with that unknown is a lot of anxiety and stress that we’re not used to dealing with.”
Reuters
7/13
Meghan Sheehan, 27, a nurse practitioner in an emergency department, poses for a photograph after a 12-hour shift, outside the hospital where she works. “I think the hardest moment has been the fear that lives within all of us. There is a lot of unknown right now. We fear what’s going to happen tomorrow, how the emergency department will look next week when we come in. We have fears about our own colleagues, whether they will fall ill. We also fear that we could be asymptomatic carriers and bring this virus home to our families and our loved ones. There has been a lot of fear over our supplies and whether we’ll run out. And then obviously there is the fear that we will see patients and not be able to do everything we normally can to help save patients’ lives,” Sheehan said.
Reuters
8/13
Kimberly Bowers, 44, a nurse practitioner in an ICU, poses for a photograph after a 13-hour shift, outside the hospital. “The hardest moment was a young woman who died and her family wasn’t able to be here with her,” Bowers said. “I think right now, it’s just frustrating and scary just not knowing what comes next.”
Reuters
9/13
Tiffany Fare, 25, a registered nurse who works at a biocontainment unit poses for a photograph after a 13-hour shift, outside the hospital where she works. “One of the hardest moments was having to see a family member of a Covid patient, say goodbye over an iPad, rooms away. That was a tough one, I can’t imagine how hard it would be to be saying goodbye, you can’t see your loved one and then they’re gone,” Fare said. “My team has been really great to me. We’ve worked really well together and we’ve really come together in this crisis. We don’t really know each other, we all come from different units within the same hospital, so for us to come together and work so well as a team, it’s been a journey but I think that’s what is giving me hope.”
Reuters
10/13
Dr Kyle Fischer, 35, an emergency medicine doctor, poses for a photograph after a 12-hour shift, outside the hospital where he works. “Since it’s a new virus, we don’t have any experience with it. For most diseases I am used to seeing it and taking care of it and this, I don’t have any starting place. I know what I’m hearing from New York, I’ve read all of the papers it seems like, but no one knows what the correct answers are, so there’s a huge amount of uncertainty and people are really, really sick. So it’s hard to second guess whether or not you are doing the right thing when you think you are but you never quite know,” said Fischer.
Reuters
11/13
Julia Trainor, 23, a registered nurse at a surgical ICU, poses for a photograph after a 14-hour shift, outside the hospital. “The hardest moment was having to put a breathing tube in my patient who could no longer breathe for herself and after the breathing tube went in, we called her family and the husband, of course, couldn’t visit her because of visitor restrictions at the hospital. So I had to put him on the phone and hold the phone to her ear, as he told her that he loved her so much and then I had to wipe away her tears as she was crying,” said Trainor. “I’m used to seeing very sick patients and I’m used to patients dying but nothing quite like this. In the flip of a switch, without the support, they’re completely isolated. They’re very sick. Some of them recover and some of them don’t. But the hardest part, I would think, is them having to go through this feeling like they are alone.”
Reuters
12/13
Lisa Mehring, 45, a registered nurse who works in a biocontainment unit with Covid-19 patients, poses for a photograph after a 12.5-hour shift, outside the hospital where she works in Maryland. “Seeing these new moms have babies has been the hardest moment along with having do their pumping for the new moms and them not being able to be with their newborn children, it’s hard to think of the family that they are missing,” Mehring said.
Photos Reuters
13/13
Jacqueline Hamil, 30, a registered nurse in an emergency department, poses for a photograph after a 12-hour shift outside the hospital. “The hardest moment of my shift today, I was in charge, and we had a really sick patient that was in a really, really small room and usually, when we have sick crashing patients, we can have a ton of resources and a ton of staff go in and help with the nurse and the doctors that are taking care of that patient. But due to the patient being ruled out for the coronavirus, we could only have five or six people in the room at a time and putting on all the gowns and gloves and masks and face shields to protect us in case the patient does have coronavirus, it takes a while, so the nurse that was in there, ended up being in the room for you know 6, 7 hours with minimal breaks and it was hard being in charge and knowing that she was stuck in the room and really nothing I could do to help her,” Hamil said.
Reuters
1/13
Cheryll Mack, 46, a registered nurse in the emergency department, poses for a photograph after a 12-hour shift outside the hospital where she works. “The Covid-19 spread has affected a lot of livelihood, a lot of people’s lives. It has created a crisis, death in general. So I would like to ask not one single person, but all people worldwide, to converge and join the platform that this is something that nobody can fight individually,” said Mack.
Reuters
2/13
Dr Laura Bontempo, 50, an emergency medicine doctor wears her personal protective equipment she uses when she sees patients, while posing for a photograph after a nine-hour shift, outside the hospital. “The hardest moments have actually been separating families from patients, there is a no-visitor policy now and taking people away from their loved ones is very challenging,” Bontempo said. “I’m used to treating sick patients. I treat sick patients all the time. It’s very different knowing that the patient you are treating, is actually a risk to you as well. That’s the main difference here. No one who works in hospitals is afraid of treating sick people. Just want to keep staff safe and the patients safe at the same time.”
Reuters
3/13
Ernest Capadngan, 29, a registered nurse who works at a biocontainment unit poses for a photograph after a 12-hour shift, outside the hospital. “The hardest moment during the shift was just seeing Covid patients die helpless and without their family members beside them,” Capadngan said.
Reuters
4/13
Martine Bell, 41, a nurse practitioner in an emergency department, poses for a photograph after a six-hour shift outside the hospital where she works. “The hardest thing in all of this, has been taking care of fellow healthcare providers. It really hits home and it’s really scary when you see someone that could be you coming in and now you’re taking care of them. It’s also hitting home that once healthcare providers start getting sick, who is going to be taking care of the public,” Bell said. “It’s very stressful, everyone is on edge. We don’t know who’s coming in next, or how sick they’re going to be, or if we are going to get a whole bunch of people or if we’re not going to get no one. It’s a really stressful and just a completely unusual time for all of us.”
Reuters
5/13
Kaitlyn Martiniano, 25, a registered nurse who works at a biocontainment poses for a photograph after a 12.5-hour shift, outside the hospital. “We have a lot of patients and they are pretty sick right now but we have not yet been hit as hard as New York or Seattle, so I feel like we are very lucky with that so far. Every day you have to just be optimistic.” Said Martiniano. “I think the reason that we are not being hit as hard right now is because so many things are closed, and because so many people are staying at home.”
Reuters
6/13
Tracey Wilson, 53, a nurse practitioner in an intensive care unit (ICU), poses for a photograph after a 12-hour shift, outside the hospital where she works. “I had a patient fall out of bed today and I had to call his wife and tell her and she couldn’t come see him, even though she pleaded and begged to come see him,” Wilson said. “There is a lot of unknowns and with that unknown is a lot of anxiety and stress that we’re not used to dealing with.”
Reuters
7/13
Meghan Sheehan, 27, a nurse practitioner in an emergency department, poses for a photograph after a 12-hour shift, outside the hospital where she works. “I think the hardest moment has been the fear that lives within all of us. There is a lot of unknown right now. We fear what’s going to happen tomorrow, how the emergency department will look next week when we come in. We have fears about our own colleagues, whether they will fall ill. We also fear that we could be asymptomatic carriers and bring this virus home to our families and our loved ones. There has been a lot of fear over our supplies and whether we’ll run out. And then obviously there is the fear that we will see patients and not be able to do everything we normally can to help save patients’ lives,” Sheehan said.
Reuters
8/13
Kimberly Bowers, 44, a nurse practitioner in an ICU, poses for a photograph after a 13-hour shift, outside the hospital. “The hardest moment was a young woman who died and her family wasn’t able to be here with her,” Bowers said. “I think right now, it’s just frustrating and scary just not knowing what comes next.”
Reuters
9/13
Tiffany Fare, 25, a registered nurse who works at a biocontainment unit poses for a photograph after a 13-hour shift, outside the hospital where she works. “One of the hardest moments was having to see a family member of a Covid patient, say goodbye over an iPad, rooms away. That was a tough one, I can’t imagine how hard it would be to be saying goodbye, you can’t see your loved one and then they’re gone,” Fare said. “My team has been really great to me. We’ve worked really well together and we’ve really come together in this crisis. We don’t really know each other, we all come from different units within the same hospital, so for us to come together and work so well as a team, it’s been a journey but I think that’s what is giving me hope.”
Reuters
10/13
Dr Kyle Fischer, 35, an emergency medicine doctor, poses for a photograph after a 12-hour shift, outside the hospital where he works. “Since it’s a new virus, we don’t have any experience with it. For most diseases I am used to seeing it and taking care of it and this, I don’t have any starting place. I know what I’m hearing from New York, I’ve read all of the papers it seems like, but no one knows what the correct answers are, so there’s a huge amount of uncertainty and people are really, really sick. So it’s hard to second guess whether or not you are doing the right thing when you think you are but you never quite know,” said Fischer.
Reuters
11/13
Julia Trainor, 23, a registered nurse at a surgical ICU, poses for a photograph after a 14-hour shift, outside the hospital. “The hardest moment was having to put a breathing tube in my patient who could no longer breathe for herself and after the breathing tube went in, we called her family and the husband, of course, couldn’t visit her because of visitor restrictions at the hospital. So I had to put him on the phone and hold the phone to her ear, as he told her that he loved her so much and then I had to wipe away her tears as she was crying,” said Trainor. “I’m used to seeing very sick patients and I’m used to patients dying but nothing quite like this. In the flip of a switch, without the support, they’re completely isolated. They’re very sick. Some of them recover and some of them don’t. But the hardest part, I would think, is them having to go through this feeling like they are alone.”
Reuters
12/13
Lisa Mehring, 45, a registered nurse who works in a biocontainment unit with Covid-19 patients, poses for a photograph after a 12.5-hour shift, outside the hospital where she works in Maryland. “Seeing these new moms have babies has been the hardest moment along with having do their pumping for the new moms and them not being able to be with their newborn children, it’s hard to think of the family that they are missing,” Mehring said.
Photos Reuters
13/13
Jacqueline Hamil, 30, a registered nurse in an emergency department, poses for a photograph after a 12-hour shift outside the hospital. “The hardest moment of my shift today, I was in charge, and we had a really sick patient that was in a really, really small room and usually, when we have sick crashing patients, we can have a ton of resources and a ton of staff go in and help with the nurse and the doctors that are taking care of that patient. But due to the patient being ruled out for the coronavirus, we could only have five or six people in the room at a time and putting on all the gowns and gloves and masks and face shields to protect us in case the patient does have coronavirus, it takes a while, so the nurse that was in there, ended up being in the room for you know 6, 7 hours with minimal breaks and it was hard being in charge and knowing that she was stuck in the room and really nothing I could do to help her,” Hamil said.
Reuters
In addition to implying that its products “could cure human disease”, the ASA also found that Revival Shots could not support its claims that its products’ vitamin C content could boost immunity.
“Revival Shots had not provided any evidence to demonstrate that their products contained any vitamin in amounts sufficient that they could use any of those authorised health claims in advertising for their products,” the watchdog stated.
“The ads must not appear again in the form complained about.”
PA has contacted Mr Elahi for comment.
