Ah but is it, or is it just carefully worded to give an impression that it does something when in fact the truth is there? If we look at the actual text on the site:
That's likely true, they may have been developing it for two year and now they are proud to launch it.
This one is a mixture of potential truth (proprietary technology, aluminium components and built in UK) along with carefully vague wording, it "represents hours of research into electromagnetic forces" but it makes no claims about doing/treating anything of the sort!
Again, carefully worded, makes no mention at all about how it treats anything, so hard to pin down as fraudulent I'd guess.
and finally the possibly vaguely concealed truth "The activation button illuminates an LED on the front panel; the light goes off when treatment is complete" almost certainly true...and quite possibly exactly how the unit 'works'!
Certainly vague and potentially misleading by implication but from a legal viewpoint I suspect a lot care has been taken to ensure it doesn't directly lie to consumers.