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 ‘Therapies, General’.

This technique seems to use natural herbs to promote a healthy interaction between mind, body and spirit. No regulatory body seems to exist for this discipline. Marketers might need to hold evidence, depending on the individual herbal preparations being used, but, to date, CAP has not seen evidence for the efficacy or benefits of this discipline. CAP therefore advises marketers against making claims for Ayurvedic Medicine.

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.

See ‘Therapies: Chinese Herbal Medicine or Traditional Chinese Medicine’

Guidance on Health Therapies and Evidence QA (Sept 2011)


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