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Ad for pest repellent 'impossible'

Johannesburg - Claims about a Homemark pest repellent device that allegedly creates a massive electrical "force field" have been short-circuited by the Advertising Standards Authority (ASA).

The ASA said in a ruling that a television commercial for the Pest Magic product explained how the product could be plugged into any electrical outlet.

The ad claimed that "this state of the art pest repeller uses the wiring of your home to create a massive force field that drives the pests out".

The ASA said a member of the public, an electronic engineer, had complained that it was impossible to create a so-called force field using the wiring of a home.

In response, Homemark had submitted a report from Uwe Nusser, an engineering technologist who claimed to have researched the product.

But Homemark had at the same time noted that Nusser too raised concerns about the term "force field".

The company said it would accordingly "take steps to address this claim".

"Given that the respondent has undertaken to remove the reference to a "force field", the (ASA) is satisfied that this will adequately address the concern raised by the complainant," the ASA said.
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