Gemma Collins has been criticized for promoting an electric shock device that she claimed “works better than antidepressants”

An Instagram post by Gemma Collins promoting a pulsating headset to combat depression has been banned.

The reality TV star encouraged people to take treatment for the mental health problem into their own hands rather than seeking professional medical help, the UK watchdog has ruled.

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The 43-year-old, who has 2.2 million followers, shared a video of herself using the £400 Flow Neuroscience AB device in May 2023.

It is said to send mild electrical impulses to the frontal cortex, an area of ​​the brain responsible for regulating mood.

In her post, Collins, who rose to fame on The Only Way is Essex, said: “I stopped my depression tablets and it was a real game changer for me.

“Flow actually works faster and better than antidepressants.

“It’s like having your own therapist in the comfort of your own home.

“You are completely in control of your own treatment.”

She added that if people don’t have access to therapy or don’t want to take medication, they should try this new option, which they can buy directly online without a prescription – although they should consult their GP.

Text accompanying the clip claimed that the headset, which has not undergone rigorous testing in the UK, “reduces depression in 88% of people, according to Flow data.”

The Advertising Standards Authority (ASA), which states that marketing should not “discourage essential treatments for which medical supervision should be sought”, said the post breached its code.

Collins told the regulator he believed the ad had sent a clear message with the caption saying “always consult your GP, without fail”.

But the ASA said telling people to “see” a doctor only encourages preliminary consultation and not “ongoing supervision”.

Collins was ordered to remove the ad, which was deleted.

“The implication was that people who started using the device could stop taking the medication soon after and without medical supervision,” said the ASA, which acknowledged that Collins had stopped taking the medication before starting to use the Flow.

“We considered that the ad trivialized the decision to abandon antidepressants or not take them and encouraged people to take treatment into their own hands.

“We consider that the claims were directed both at consumers who were considering treatment options at an early stage of their illness and those who were currently receiving conventional medication or therapy for depression.

“We consider that the reference to purchasing the device directly on the website increased the impression that the consumer could bypass the route of medical consultation.

“The advertisement must not appear again in the form complained of.

“We told Flow Neuroscience AB to ensure that its future advertisements do not discourage essential treatment for conditions for which medical oversight should be sought, including depression.”

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