Amazon has got into trouble with the Advertising Standards Authority (ASA) after publishing misleading claims about a book promoting a vaccination-free childhood.
The ASA ruled the online retailer's portrayal of Melanie's Marvelous Measles could not be substantiated and broke advertising rules.
The book was described as being written to educate children on the benefits of having the illness, and how it was possible to heal naturally and successfully.
Melanie's Marvelous Measles claims one can heal naturally from the disease "Often today, we are being bombarded with messages from vested interests to fear all diseases in order for someone to sell some potion or vaccine," it read.
"In fact, history shows that in industrialised countries, these diseases are quite benign and, according to natural health sources, beneficial to the body."
One reader complained the implications that measles was benign, and vaccination unnecessary and unsafe were misleading and unsubstantiated.
The complainant was also concerned the advertisement discouraged essential treatment for a condition for which medical supervision should be sought.
Amazon said the product page of its website was created automatically from a catalogue data feed supplied by a third-party provider, and argued the content fell outside advertising regulations.
It added the product description enabled customers to make an informed purchasing decision, and the views and opinions were those of the author and did not necessarily reflect Amazon's own perspective.
But the ASA did not consider this relieved Amazon of its responsibility to ensure the content - which the retailer was able to remove - complied with regulations.
Amazon claimed their authors' views do not always reflect their opinions "Measles, as an infectious disease, is a serious medical condition which can lead to severe complications or even death," read the adjudication.
"Vaccination is recommended by the World Health Organisation and the NHS as an effective way of preventing measles.
"Consumers reading the ad and understanding it to present factual information about the disease would be less likely to have their children vaccinated as a result.
"We therefore concluded that the ad was irresponsible because it discouraged essential treatment for measles."
Amazon has since changed the ad.
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