The National Advertising Division (NAD), a voluntary advertising self-regulatory body administered by the Better Business Bureau, just dealt a major blow to the Pavlok Aversion Therapy wristband by recommending that it discontinue numerous unsupported claims as a violation of false advertising laws. Pavlok has said it will accept the recommendations.
Pavlok, a product by the Behavioral Technology Group, first entered the public’s general consciousness after being featured on “Shark Tank” this past May. (It did not get a deal, and involved a rather testy exchange between show stalwarts Kevin O’Leary and Mark Cuban, and the contestant.) In essence, Pavlok is a wristband that, with the press of a button, delivers an electric shock to the wearer. The product is based on behavioral conditioning first demonstrated by Ivan Pavlov (hence the product’s name). The theory is that if the wearer voluntarily delivers an electric shock to himself whenever he engages in a habit he wants to break (consuming sugar, smoking, nail-biting, etc.), then eventually he will associate the habit with a shock and will subconsciously stop the habit. Continue Reading