The Advertising Standards Authority has upheld a complaint against Luma Pet, which posted a social media advert for its red-light therapy pad, and criticised the company for not responding to its investigation.

The paid-for Facebook ad, seen on 21 April 2026, featured the caption “More stability. More play. More years without flare-ups. LumaPet’s red light therapy pad supports spinal health, reduces inflammation around the discs, and strengthens the tissues that keep IVDD flare-ups from happening in the first place. Because protecting their back today means protecting every tomorrow with them.”

The ad included an image with large text that stated: “STOP BACK PAIN before it becomes PARALYSIS!” followed by “Treat existing damage. Prevent future flare-ups. No drugs. No surgery.” 

It showed three black devices labelled “Luma Pet” with a red glow around them. Below the image, text included “Prevent IVDD Before It Starts” next to a “Learn more” button.

The complainant, a veterinary surgeon, challenged whether the efficacy claims were misleading and could be substantiated. 

Luma Pet Ltd did not respond to the ASA's enquiries, and the watchdog said it was concerned by the firm’s lack of response. 

In the absence of a response, the ASA concluded that claims in the advertisement had not been substantiated and were therefore misleading. 

The ASA ruled: “The ad must not appear again in the form complained of. We told Luma Pet Ltd not to claim that its red-light therapy pad could reduce inflammation around the spinal discs, treat existing spinal damage or back pain, prevent IVDD-related flare-ups or paralysis, unless they held adequate evidence to substantiate the claims.”

The full ruling can be viewed here

https://www.asa.org.uk/rulings/luma-pet.html