Prince Charles' tincture ads rapped for misleading claims

LONDON - Prince Charles' Duchy Herbals brand has been ordered to change ads for two of its herbal medicines after the healthcare regulatory body said they were misleading.

Descriptions of Duchy Herbals Echina-Relief Tincture and Hyperi-Lift Tincture on the company's website prompted complaints from the public, who questioned the lack of scientific evidence for the products.

After an investigation, the Medicines and Healthcare Products Regulatory Agency (MHRA), the licensing body responsible for assessing herbal medicines for safety, ruled Duchy Herbals to change the wording of the ads and remove claims the £10 tinctures can rid the body of toxins.

According to a statement posted on the MHRA website, Nelsons, the registration holder of the Duchy Originals products, agreed they would "amend their advertising and remove claims of efficacy from their website and all future advertising".

Nelsons has also agreed to provide additional training to Duchy Originals staff on the legislative requirements.

Earlier this month Professor Edzard Ernst of Exeter University, a senior expert on complementary medicine, attacked the tincture claiming the product was the result of "make believe" and "superstition".