The CAP Code (clause 3.1) states that “Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation.  Relevant evidence should be sent without delay if requested by the ASA or CAP ...“.

The ASA has in the past upheld complaints made about marketing communications for magnotherapy products.  Some marketing communications offer magnotherapy products that claim to offer relief from, or even cure, conditions such as arthritis, rheumatism and lower back pain.  Others claim that water magnetised with a magnotherapy product can be more easily absorbed in the body.   The Code requires that marketers making medical and scientific claims about health-related products should hold evidence consisting of trials conducted on people.

Although they have seen evidence in support of the efficacy of magnotherapy products, neither the ASA nor CAP is satisfied that the evidence is robust enough to prove claims made for them and although some people believe in the power of magnets, the Code states that testimonials alone do not constitute substantiation.

Publishers are reminded to ensure that marketing communications for magnotherapy products should not contain unproven efficacy claims.  Please consult the CAP Copy Advice team if you are unsure of the Code’s requirements.