I have to say I have no complaints about the product whatsoever

Graham Gooch

The former England captain had paid �5,000 for his treatment and was so impressed with the result he became spokesman for the AHS.

He said he became aware of the treatment through friend and Australian cricketer Greg Matthews.

"Greg approached me, and pointed out my hair was thinning.

"It looked so good on Greg, and I have to say I have no complaints about the product whatsoever. People have complimented me on it."

Complaints upheld

AHS used headlines such as "Keep Your Hair On" and "Gooch's wig doesn't turn a hair", alongside pictures of the former cricketer in a pool with two women in bikinis.

But Andy Evans, 39, an IT consultant from Macclesfield, Cheshire, signed up and claimed the treatment went seriously wrong.

In the adjudication, the advertising watchdog upheld five of seven complaints made by Mr Evans.

Carl Howell says the company will appeal

It said words such as "treatment" and "perfected" in the adverts were misleading and criticised its claims that it invented the "strand by strand" procedure and "Advanced Laser Treatment."

It said the evidence was not independent and asked the firm not to repeat the claim.

In its defence, the firm submitted 150 testimonials from satisfied customers, stating they could swim, play sport and shower without restriction.

AHS founder and chairman Carl Howell said he accepted criticism of the advert's wording but stressed men could swim, play sport and shower and would ask the ASA to pass the matter to an independent reviewer.

"The one person, and I emphasis one person, that made the complaint we have determined didn't have Graham Gooch's process and he didn't have the strand by strand procedure so his complaint is not really valid.

"We accept that there is some wording that needs to be changed, but what we have to make a stand on their adjudication that you can't play sport."