SPORTS-MAR10-P14:SGBGolf_NEW_template 01/03/2010 12:38 Page 14
Field Report
The shield of St George
The emission of electro magnetic radiation from mobile phones
and wi-fi hubs is a growing health concern, but the
PhoneShield promises both protection and a profit opportunity
for sports retailers. Robin Barwick reports
H
ere is a formula that sounds
promising: take a small PhoneShield
quartz device that is designed to
protect users from electro magnetic “
Despite the fact the
communications industry
radiation (EMR); decorate it with the St.
is reluctant to
George’s flag in the build-up to the World
Cup; package the PhoneShield so it can be
acknowledge any harmful
displayed near the till without major
effects of mobile phones
upheaval; and all with an RRP of £12.50 so it
remains within the realm of impulse
or wireless internet
purchases.
networks, many experts
This is what is on offer from Middlesex-based
Natural Health and Leisure Products, with its recognise the non-
button-sized England PhoneShield and Wi-
fiShield devices, which will be ready for retail
thermal effect on the
delivery in March.
human biological system
Appliance of science from the electro
Recent and independent scientific research
has shown that the EMR emitted by items such
magnetic radiation
as mobile phones, cordless phones and wireless
emitted by these
internet hubs can heighten fatigue, headaches,
concentration loss and sleep disturbance, and devices
while the PhoneShield promises to negate many
of the effects of EMR, the company says it will internet networks, many experts
”
recognise the
have no effect on the transmission or signal of non-thermal effect on the human biological
mobile phones. system from the electro magnetic radiation
“The PhoneShield crystal works by emitting its emitted by these devices.”
own low frequency signal, which intercepts and Lattimer points to a 2007, international Bio
scrambles the phone’s pulsed frequency pattern, Initiative Report (www.bioinitiative.org) that
alleviating its harmful effect on the brain and found “irrevocable evidence that EMR can
the body’s biological system,” Derick Lattimer, damage the body’s natural biological immune
director of Natural Health & Leisure Products, system and lead to increased illness”.
explains to Sporting Goods Business. The crystal technology adopted in the
“Despite the fact the communications PhoneShield has also been independently tested Paying attention to the World Cup: The England
industry is reluctant to acknowledge any on human blood cells by the Coghill Research
PhoneShield is designed to shield against symptoms
harmful effects of mobile phones or wireless Laboratories in the UK, which certified that the
such as concentration loss
Flying the flag
technology is effective in alleviating the harmful
effects of EMR.
Operation of the PhoneShield could not be
The launch of the England PhoneShield device, sporting St George’s simpler: it comes with a strong adhesive pad and
cross, is timely with the 2010 FIFA World Cup on the horizon, sticks to the back of a mobile phone – no
although the product lends itself to virtually limitless branding switches, batteries, leads or replenishment
opportunities. Leading Turkish football club Fenerbache, which runs required, and the effectiveness of the device is
an enormous chain of 139 clubs stores in Turkey, has taken on an promised to last indefinitely. The slightly larger
order of 50,000 PhoneShield devices decorated with its club badge. Wi-fiShield, with an RRP of £14.99, works in
Natural Health and Leisure Products says PhoneShield devices sporting exactly the same way.
Premiership football club badges will be brought to market in 2010, with
devices tailored for other sports and sporting events set to follow.
www.phoneshield.co.uk
14 SGB SPORT MARCH 2010
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