South Africa’s Advertising Standards Authority has told The Christ Embassy Church to stop making claims on national television that it can treat diseases such as AIDS through faith healing. “The ruling came after the Treatment Action Campaign (TAC), South Africa’s main HIV/AIDS lobby group, filed a complaint against the church, which has paid programming on the private e.tv channel featuring people recounting how they have been cured by Christ Embassy.”
How would the ASA rule on other miracles? Can a church say that it will provide you eternal salvation? Forgive your sins? Make you one with the universe? Have interesting sermons? Once you get rid of miracles what else does a religion have to sell?
Really, if the US stopped companies from advertising miracles it would kill the beer and diet commercials immediately. It wouldn’t stop there, either. Any number of film directors would no longer be able to claim their movies were “good.”
The other fascinating thing in this is, “What is a commercial?” What if a religion simply broadcast religious services? This is a very germane question. Last year,
the ASA ruled that the content of the Christ Embassy television show was not an advertisement, but sponsored programming, and it therefore did not have jurisdiction over its content. The TAC then appealed, which led to the ASA ruling that found the programme to be: an advertisement, as defined by ASA’s code; promoting faith as a means to cure illness or disease; promoting Christ Embassy as the place to seek this cure, and; violating ASA’s code because it offers a product to cure a disease for which it has not received Medicines Control Council registration.
The church would be appealing on the grounds that the television programme was not an advertisement and that the church did not intend registering with the Medical and Dental Council. "The product is called faith," [Attorney Sean] Sim told the Mail & Guardian.
I think the ASA’s jurisdiction should be extended to political promises too, especially since the religious and political promises appear to be merging.
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