Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
This section should be read in conjunction with the entry on Health: Therapies (General)
What is Magnetic Resonance Therapy?
Practitioners of Magnetic Resonance Therapy (MBST) claim that electromagnetism can be used to regenerate bone or cartilage by acting on the hydrogen protons in specific cells and tissues in the body.
What claims are likely to be problematic?
The ASA and CAP have yet to see any convincing evidence for the efficacy of MBST. Marketers should therefore ensure that they hold a robust body of evidence to support any claims for the efficacy of the therapy (Rule 12.1).
In 2014 the ASA ruled against an ad which claimed that MBST could regenerate bones, muscles and cartilage in those suffering from degenerative conditions including arthritis and osteoporosis. Whilst some clinical trial evidence was submitted, the ASA considered that it was not sufficiently robust to support any of the efficacy claims in the ad (Cell Regeneration Ltd, 12 November 2014).
What about conditions for which medical supervision should be sought?
Claims to offer treatment on conditions for which medical supervision should be sought are likely to be seen to discourage essential treatment unless that treatment is carried out under the supervision of a suitably qualified health professional (Rule 12.2).
See: CAP Guidance on Substantation for health beauty and slimming claims. and CAP Guidance on References to medical conditions in ads for health, beaiurt and slimming products and services.
Also see: Guidance on Health Therapies and Evidence QA (Sept 2011)