Superior Court Judge Peter F. Barsio Jr has ruled that labeling homosexuality ‘a disease’ in adverts for controversial gay conversion therapy is fraud.

The ruling came this week, with the judge saying making such claims in marketing was a violation of New Jersey’s consumer protection laws.

“It is a misrepresentation in violation of the CFA (Consumer Fraud Act), in advertising or selling conversion therapy services to describe homosexuality, not as being a normal variation of human sexuality, but as being a mental illness, disease, disorder, or equivalent… advertising or selling conversion therapy services, to include specific ‘success’ statistics when there is no factual basis for calculating such statistics.”

Judge Peter F. Barsio Jr

The state judge made the ruling as part of a consumer fraud lawsuit filed against Jews Offering New Alternatives for Healing (JONAH), a New Jersey-based conversion therapy provider.

The Southern Poverty Law Center brought the lawsuit on behalf of four gay ex-JONAH clients, claiming the group used ‘deceptive practices’ to lure clients to pay for gay-to-straight therapy – which can cost more than $10,000 a year, reports NBC.

‘Conversion’ or ‘reparative’ therapy is the attempt by individuals, often posing as professionals, to try and alter the sexuality of lesbian, gay or bisexual patients.

“This ruling is monumental and devastating to the conversion therapy industry. This is the principal lie the conversion therapy industry uses throughout the country to peddle its quackery to vulnerable clients. Gay people don’t need to be cured, and we are thrilled that the court has recognized this.”

David Dinielli, SPLC’s deputy legal director