Brain-zapper pushed by Gemma Collins in banned ad reduces suicide risk, according to NHS trial READ MORE: Gemma Collins rapped by advertising chiefs for headset advert By Rebecca Whittaker For Mailonline Published: 19:01 EDT, 9 September 2024 | Updated: 19:01 EDT, 9 September 2024 e-mail View comments A headset, which appeared in a banned advert by reality TV star Gemma Collins , can help stop depressed patients making attempts on their own life, according to an NHS trial. Flow, a pulsating headset that claims to treat depression by sending electric shocks to parts of the brain responsible for regulating mood, reduced the incidence of suicidal thoughts by 75 per cent in a group of 83 patients. The hospital trust trialling the device noted a significant reduction in self-harm related hospital admissions.
What's more, a third of the patients who used the device for six months were said to be in remission from depression, the study authors, from Leicestershire Partnership NHS Trust reported. The ad, which was posted in May last year, drew the ire of the Advertising Standards Agency (ASA) which said the post violated rules designed to stop ads from discouraging people from seeking treatment for medical conditions Leicestershire Partnership NHS Trust offered the Flow depression treatment via its crisis service — which supports NHS patients at immediate risk of harming themselves or who are unable to cope with day-to-day life due to an acute mental health issue. The six-month lon.