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

What is flotation therapy?

This therapy involves lying in a tank of saline solution with little or no sound and light.

What claims are likely to be acceptable?

The ASA and CAP would accept claims about the therapy helping relaxation, relieving tension, and improving a sense of well-being.

What claims are likely to be problematic?

CAP has not yet seen evidence for the efficacy of this treatment. As such, claims to treat medical conditions and symptoms beyond those specifically mentioned above would need to be supported by evidence in the form of clinical trials (rule 12.1). This CAP Guidance explains they types and levels of evidence the ASA would expect to see.

What about conditions for which medical supervision should be sought?

Evidence aside, offering diagnoses, advice or treatment on medical conditions for which medical supervision should be sought, could be seen to discourage essential medical treatment if that diagnosis, advice and treatment is not being carried out under the supervision of a suitably qualified health professional (Rule 12.2).

See: Guidance on Health, beauty and slimming ads that reference medical conditions and Guidance on Health Therapies and Evidence QA (Sept 2011)

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