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)

Under this discipline, an art, music or drama therapist encourages people to express their feelings and emotions through art, such as painting and drawing, music or drama.  The therapy is regulated by the Health Professionals Council (

Marketers are advised that objective treatment and efficacy claims for the therapy would need to be supported by robust clinical evidence (rule 12.1).  

Claims about improving well-being or relieving stress are likely to be acceptable.

See Guidance on Health Therapies and Evidence QA (Sept 2011)

Also see: Guidance on Substantiation for health, beauty and slimming claims.

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