Complaint on advert on smart technology health assessment dismissed

A RADIO advertisement regarding new smart technology, which is said to be capable of doing a health assessment by measuring blood pressure came under the spotlight of the Advertising Regulatory Board (ARB) following a complaint by a member of the public.

- ZELDA VENTER

The commercial features Afrikaans dialogue between “Johan” and “clever Werner” of Momentum. Werner proceeds to promote the advertiser’s new smart technology with a “selfie video”. Werner notes that this technology measures heart rate, blood pressure, oxygen, and stress levels on your smartphone.

The complainant submitted that smartphone applications, such as the one promoted, do not “measure” blood pressure. They can only calculate it by using data provided. It is dangerous to claim that this application can “measure” high pressure, as mistakes could lead to death, the complaint read.

The advertiser explained that its application relies on smartphone-enabled remote photoplethysmography, a technology that estimates vital signs — including blood pressure — based on subtle changes in skin colouration detected via the camera.

This technology is not speculative or experimental; it has been widely used in clinical environments for years, it said.