breast-cancer-awareness_533x255_75403727A Crosby company which claimed to offer approved testing for breast cancer has had its advertising taken down by the watchdog.

Medical Thermal Imaging Ltd, which trades as, received complaints from people about its adverts for a service called “thermography” which it described as “a medically recognised, non invasive, accurate screening method used for detecting disease at early stage & to visualise pain in the body”.

The company defended its claims and said their aim was to provide women with information about both anatomical and physiological screening tests, to enable them to make an ethical and informed decision.

But the Advertising Standards Authority investigated three aspects of the complaints and ruled that the adverts must come down.

“We told Medical Thermal Imaging Ltd to ensure they held adequate evidence to substantiate their marketing claims in future, including claims that thermography had been approved by the FDA for breast cancer screening, was medically recognised and could successfully be used for body screening, pain visualisation and early stage disease detection, including as a tool for the diagnosis of breast cancer.

“We also told them to ensure they did not discourage essential treatment for conditions for which medical supervision should be sought.”

You can read the full ASA ruling here.