ID Comms

Is the ASA being too easy on the doctors in banning Babyjabs MMR/autism ad?

You have to feel a little sorry for Guy Parker (left) and his team at the UK’s Advertising Standards Authority. Every now and then an issue comes along with a screaming public health warning blazoned all over it – “Highly Toxic, On No Account Handle.” Yet they manfully don the protective gear and attempt to decontaminate it for the public good just the same. Knowing, all the while, that there are no heroes in these situations, only casualties.

MMR – the triple measles, mumps and Rubella (German measles) vaccination – is just such an issue. Babyjabs is an organisation, backed by the medical prestige of one Dr Richard Halvorsen, that firmly believes some of the unpleasant side-effects of the triple-jab – which include the possibility of autism – can be mitigated by the simple expedient of administering all three vaccinations individually. They don’t say single vaccinations have no side effects – they do say the side effects are less likely to occur. For instance: “It is very likely that the MMR causes autism and bowel disease in some children. It is probable that the single measles vaccine can also do this, but, if so, much more rarely than the MMR.”

Many parents persist in agreeing with these conclusions, albeit on a commonsense, non-scientific level. Much to the consternation of the UK medical establishment and the National Health Service, which for years have been attempting to stamp out a heresy that, by implication, calls into question the authority of eminent doctors, not to mention the sacrosanct commercial right of Big Pharma (in this case the saintly GlaxoSmithKline and Sanofi Pasteur MSD) to flog billions of pounds worth of the triple vaccine to the NHS.

The ASA has had to step in and slap down Babyjabs after a single anonymous complainant (possibly a Witchfinder General at the General Medical Council, but we cannot be certain) called into question the veracity of website claims about MMR’s pernicious effects.

MMR has been fraught with controversy since Dr Andrew Wakefield’s, er, seminal research surfaced in 1998. Wakefield purported to have found a definite link between the triple vaccine and the growing incidence of autism. So influential was the backwash from his research that, at one time, uptake of the MMR jab was 60 per cent down in some parts of the country. But it was later demonstrated that Wakefield had ‘fixed’ the results of his research and that he had, in any case, an underlying agenda at odds with dispassionate scientific inquiry. He was struck off the medical register and now quietly plies his trade in other realms.

Wakefield is not the only dangerous heretic, however. Robert F Kennedy Jnr, son of the late assassinated presidential candidate no less, has also come back into the fray with a refreshed set of allegations suggesting that a vaccine preservative containing mercury (thimerosal by name), plus the unseasonable number of vaccines pumped into kids before they are two, may have something to do with the autism syndrome. His argument depends, to some extent, upon the perceived relative absence of autism within the Pennsylvania Amish community – which is proverbially hostile to the whole idea of vaccination programmes.

It remains to be seen whether Wakefield will be viewed by future generations as one of the greatest medical fraudsters of all time, or as some kind of Christopher Columbus figure – a historic pioneer who found the wrong continent with the aid of a faulty compass.

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About Stuart Smith

Stuart Smith is one of the most incisive and knowledgeable commentators on global marketing. He was a long-time editor of Marketing Week during the period when it was the UK's leading marketing, media and advertising specialist publication. Visit Stuart Smith Blog.
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