It comes as it's confirmed that Noel is under investigation for comments he made on Twitter about devices he claimed 'tackle' and 'reduce the risk of' cancer
If there’s one thing we know about Twitter it’s that if you say something not cool, the site’s millions of users will put you firmly in your place – as Noel Edmonds just found out.
The Deal Or No Deal host – he of ‘cosmic ordering’ fame – is facing a major backlash today after he suggested one user’s cancer was caused by his ‘negative attitude’.
The rather harsh comment came after the user in question criticised Noel for using his own Twitter account to promote a £2,315 electronic device that Mr Blobby‘s former workmate claimed could ‘reduce the risk’ of cancer.
The device – the Swiss-made EMPpad – uses pulsed electromagnetic field therapy (PEMF) which, according to the company’s website, ‘target the cells within the body and help to improve the way they function.’
Noel also tweeted about the iMRS ‘intelligent wellness’ machine, which also uses PEMF, writing: ‘A simple box that slows ageing, reduces pain, lifts depression and stress and tackles cancer. Yep tackles cancer!’
Whilst there’s no evidence to suggest that PEMF can cure, prevent or reduce the risks of getting cancer, it has been used in cancer treatment to reduce pain and tumour inflammation.
Twitter user ‘Vaun Earl’ – whose profile reveals he is suffering from kidney cancer and lymph node metastases – was one of hundreds to raise a skeptical eyebrow to Noel’s tweets, posting: ‘I think Noel Edmonds should stick to what he’s good at. Presenting quiz shows and beard trimming, rather than curing cancer.’
Just minutes later Noel fired back, writing: ‘Scientific fact-disease is caused by negative energy. Is it possible your ill health is caused by your negative attitude?
Understandably shocked by the comment, Vaun retweeted Noel’s message, saying: ‘Wow! How do you know I have a negative attitude. You have no idea who I am.
He added: ‘I’m the most positive person I know despite my disabilities and long term ill health. Weird.’
And Twitter was overwhelmingly on the sick man’s side.
One user tweeted: ‘What the f**k? Did Noel Edmonds really just blame your cancer on a bad attitude? That is a thing that just happened? Unbelievable!’
Another mocked: ‘Could’ve sworn my skin cancer was caused by too much UV radiation… Still what do I know.’
A third wrote: ‘What a misguided fool. & news flash- cigs, booze, drugs & chips are back on the menu coz they don’t cause disease!’
And they weren’t alone…
And Noel’s day went from bad to worse as the Advertising Standards Agency confirmed they are investigating his tweets ‘as a matter of urgency’, after some users pointed out his tweets may violate the 1939 Cancer Act, which forbids advertising any cancer cure, proven or not, to the public.
Extra concerns were raised when it was revealed that Maria Robertson, company director at EMPpad, is Noel’s former personal assistant, and that his daughter Charlotte is a director at Bucket Management Ltd, a 50% owner of the product’s distributor.
An ASA spokesperson said the claims made against the TV star were ‘severe’.
Following the tweets, Stephen Maddock, another of EMPpad’s directors, issued an official statement.
‘The EMPpad Omnium1 and EMPpad iMRS use very low intensity and frequency pulsed electromagnetic fields (PEMF) which target the cells within the body and help to improve the way they function,’ he said.
‘Research has demonstrated that this can lead to widespread health benefits, including supporting an effective immune response and a healthy overall body.
‘Although research using very low frequency and intensity PEMF to help address cancer has produced some promising early results, it is currently in the very early stages and EMPpad does not make the claim that PEMF therapy can prevent cancer.’