Type: General
Sent To: National Press, Magazine and Direct Marketing contacts
Action: Contact Copy Advice.
Sector: Health and beauty

CAP is concerned about marketing communications making unsubstantiated health claims that orally administered glucosamine can help maintain healthy joints.

The CAP Code states that medical and scientific claims about beauty and health related products must be backed by evidence (see clause 50.1). Neither CAP nor the ASA have seen sufficient evidence to substantiate efficacy claims for orally administered glucosamine.

The only health claim that is currently permissible for glucosamine is that it is produced naturally by the body where it plays a role in the smooth working of the joints/helps maintain connective tissues.

Members are asked to contact the CAP Copy Advice team before publishing, handling or distributing marketing that features health claims for glucosamine that go beyond the above acceptable claim.