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)

This technique uses mental exercises and auto-suggestion to develop an awareness of the causes of certain mental and physical disorders, thereby promoting self-treatment of those problems. CAP is unaware of a specific regulatory body although practitioners may be qualified in other treatments, for example psychiatrists. It has not assessed evidence for this technique and marketers should go no further than conditional claims about relaxation, reducing anxiety and general well-being.

In July 2007 the General Media Panel, in considering rule 12.3, concluded that all complementary and alternative therapy practitioners offering significant or invasive treatments should encourage consumers to take independent medical advice in the initial advertisement and before committing themselves to the treatment. Although it is unlikely that rule 12.3 would be applied to autogenic training, marketers might want to ensure their patients have taken conventional advice.

Guidance on Health Therapies and Evidence QA (Sept 2011)


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