For more than a decade, the UK has delighted us with the beloved show Deal or No Deal having spectators watch in suspense as contestants strike deals with the banker or play on for a bigger win. Although Channel 4 is no longer reeling in the 2 million local viewers per showing, keeping the show going for ten years is still an achievement for any game show, thanks to the growth of a global audience.
The popularity of Deal or No Deal ensued as celebrity editions aired and other countries across the world picked up the program, becoming an international phenomenon. The brand even expanded from TV networks to online platforms as gaming websites release eponymous titles for their pop culture category. But it wasn’t just the game that people were in love with, as the British game show host Noel Edmonds made each episode a truly enjoyable experience. Winning a number of awards and being named one of the highest paid television personalities in the UK, Edmonds is a well respected man with a stellar reputation.
That is, until his recent tweets.
Edmonds had been diagnosed with prostate cancer back in November 2013 and used the EMP Pad as a form of treatment. Said to stimulate “cellular resonance” in the body via electromagnetism but no scientific proof as a cure for cancer, Edmonds took it to Twitter to share his opinion on the machine’s effectiveness, “A simple box that slows ageing, reduces pain, lifts depression and stress and tackles cancer. Yep tackles cancer!” The social media community didn’t react too kindly to the tweet as followers made a mockery of him with pictures of “alternatives” to the device, but there was one comment in particular that struck a nerve.
@VaunEarl said: “This sort of quackery should be illegal if it isn’t already. I think Noel Edmonds should stick to what he’s good at. Presenting quiz shows and beard trimming, rather than curing cancer,” to which Edmonds responded with a comment indicating that negative energy causes disease. The ridicule continued on Twitter, though there may be more than just an online feud that’s brewing over here.
There’s a question of whether he’s in violation of the 1939 Cancer Act, which bans the advertisement of proven and unproven cancer cures to the public or not. The Advertising Standards Authority is currently looking into this issue, but they say that it’s possible no action will be taken if there was no payment for this said “advertisement.”
He appeared on ITV’s This Morning show on Wednesday, June 8, to defend his views.