'Misleading' early breast cancer detection advert banned PWB Health supplied links on their website to abstracts of clinical trials, which included the dataset and statistical analysis from one of these trials which they said showed the device compared well to [X-ray] imaging and histology. They said that it would be irresponsible for them to market the product as a check for breast cancer as it was less effective at detecting it than X-ray mammography and they marketed the device as an aid to breast awareness in order to ensure women did not rely on the product over medical check-ups or clinical tests. It supplied an independent market research survey conducted among 1087 women. The study assessed how women used the device and its effect on their attitude to breast awareness and screening. It said the results showed the product would be used in addition to a woman's current breast awareness and screening routine rather than a substitute and indicated that the product encouraged more frequent breast awareness. An ASA spokesman said the first complaint was upheld, explaining: "Because we had not seen robust substantiation that Breastlight could detect problems earlier we concluded the ad was likely to mislead." But the watchdog rejected the second complaint. The spokesman said: "We noted the word 'enlightened' was a play on the name and mechanism of the device and that it used the word "awareness" which consumers would be likely to understand to be a general reference to breast health. Also, the results of the market research showed the device was used as part of breast awareness routines, not a substitute. Because the claim was stated in general terms and did not recommend one specific type of examination we concluded the ad was not irresponsible.