The Advertising Standards Agency (ASA) has declared a website promoting a book entitled 'The Alzheimer's-Reversing Breakthrough' both irresponsible and misleading.

The website 'Vital Life Education' claimed the book had found a cure for Alzheimer's disease and belittled current medical treatments for the condition. The ASA also highlighted the fact that misleading content was particularly targeted at vulnerable individuals such as those with severe Alzheimer's. Alzheimer's Society comment:

'While we cannot comment on this particular publication, any website making unsubstantiated claims about being able to reverse Alzheimer's disease is misleading and gives false hope to the 500,000 people with Alzheimer's disease, and their carers.'

'There is currently no cure for this devastating condition. However, Alzheimer's Society maintains that the best way to reduce your risk of dementia is to eat a healthy diet, take regular exercise, get your blood pressure and cholesterol checked and not to smoke.'

Steve Crabb
Interim Head of External Communications

Alzheimer's Society