By Noel Young

The Advertising Standards Authority has banned a hi-tech underwear brand – backed by Sir Richard Branson as “underpants for superheroes” – from claiming its “mesh of pure silver” can protect men’s genitals from radiation emitted by mobile phones.

Wireless Armour, which launched earlier this year via crowdfunding site Indiegogo, was named as one of Branson’s top 10 back-of-the-envelope start up ideas.

In an online ad, Wireless Armour said it uses a “mesh of pure silver” woven into the fabric of each pair of underpants., the Guardian reports.

This “encases the user in a cage of metal” – a Faraday cage – Read full story ›

Source: The Drum