deception". Edzard Ernst, the first Professor of Complementary Medicine in the United Kingdom and a former homeopathic practitioner, has expressed his concerns about pharmacists who violate their ethical code by failing to provide customers with "necessary and relevant information" about the true nature of the homeopathic products they advertise and sell: "My plea is simply for honesty. Let people buy what they want, but tell them the truth about what they are buying. These treatments are biologically implausible and the clinical tests have shown they don't do anything at all in human beings. The argument that this information is not relevant or important for customers is quite simply ridiculous." Patients who choose to use homeopathy rather than evidence-based medicine risk missing timely diagnosis and effective treatment of serious conditions such as cancer. In 2013 the UK Advertising Standards Authority concluded that the Society of Homeopaths were targeting vulnerable ill people and discouraging the use of essential medical treatment while making misleading claims of efficacy for homeopathic products. In 2015 the Federal Court of Australia imposed penalties on a homeopathic company, Homeopathy Plus! Pty Ltd and its director, for making false or misleading statements about the efficacy of the whooping cough vaccine and homeopathic remedies as an alternative to the whooping cough vaccine, in breach of the Australian Consumer Law. Adverse effects Some homeopathic preparations involve poisons such as Belladonna, arsenic, and poison ivy, which are highly diluted in the homeopathic preparation. In rare cases, the original ingredients are present at detectable levels. This may be due to improper preparation or intentional low dilution. Serious adverse effects such as seizures and death have been reported or associated with some homeopathic preparations. On September 30, 2016 the FDA issued a safety alert to consumers warning against the use of homeopathic teething gels and tablets following reports of adverse events after their use. The agency recommended that parents discard these products and "seek advice from their health care professional for safe alternatives" to homeopathy for teething. The pharmacy CVS announced, also on September 30, that it was voluntarily withdrawing the products from sale and on October 11 Hyland's (the manufacturer) announced that it was discontinuing their teething medicine in the United States though the products remain on sale in Canada. On October 12, Buzzfeed reported that the regulator had "examined more than 400 reports of seizures, fever and vomiting, as well as 10