The ASA has on many occasions adjudicated against advertisements offering high success rates for  treatments to help people stop smoking   The Compliance team is concerned about recently published advertisements that make claims for which, to date, neither the ASA nor CAP has seen enough evidence.  It is particularly concerned about advertisements for hypnotherapy treatments.

Clause 50.1 of the Code states “Medical and scientific claims made about beauty and health-related products should be backed by evidence, where appropriate consisting of trials conducted on people ... Substantiation will be assessed by the ASA on the basis of the available scientific knowledge”.  To avoid misleading consumers, marketers should avoid making claims such as “xx% more effective than …”, “xx% success rate after one visit/session/hour” and “lasts a lifetime” unless they hold suitable substantiation to prove them.  

Advertisements should also include a reference to the role of will power when giving up smoking.  The importance of that role is primary and should be stated clearly in all advertisements for smoking treatments, in accordance with Clause 50.8 of the Code.

Please consult the CAP Copy Advice team if you are in any doubt about the requirements of the CAP Code.