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)
ASA/CAP position on Homeopathy
What type of claims are likely to be acceptable?
Take care when using client testimonials
Be mindful when referencing published research
The ASA/CAP position on Homeopathy
We understand that this discipline works on the principle of treating like with like, with the active ingredient often diluted heavily in water. The ASA and CAP have yet to be provided with robust evidence to show that remedies lacking in pharmacologically active molecules can produce clinical effects. We understand this position is in line with other authoritative reviews of evidence
This advice relates specifically to claims about homeopathy (as a therapy) as distinct from claims about homeopathic medicines, which are covered by this CAP Advice
In practice, this means the ASA and CAP are likely to expect a body of evidence of a very high level (most likely a series published randomised- controlled trials) in order support claims that homeopathy (as a therapy) is effective for the treatment or support of medical conditions or their associated symptoms (rules 3.7 and 12.1). This CAP Guidance explains the types and levels of evidence the ASA would expect to see.
It is worth noting that patient testimonials alone are unlikely to substantiate objective claims about the efficacy of the therapy. This CAP Advice on Claims in testimonials and endorsements explains the position further. Also see the section in this advice on Take care when using client testimonials.
Do not make claims to treat medical conditions unless medically qualified and/or without robust evidence of efficacy
The CAP Code rules 12.2 states:
"Marketers must not discourage essential treatment for conditions for which medical supervision should be sought. For example, they must not offer specific advice on, diagnosis of or treatment for such conditions unless that advice, diagnosis or treatment is conducted under the supervision of a suitably qualified health professional. Accurate and responsible general information about such conditions may, however, be offered (see rule 12.11).
Health professionals will be deemed suitably qualified only if they can provide suitable credentials, for example, evidence of: relevant professional expertise or qualifications; systems for regular review of members' skills and competencies and suitable professional indemnity insurance covering all services provided; accreditation by a professional or regulatory body that has systems for dealing with complaints and taking disciplinary action and has registration based on minimum standards for training and qualifications".
Some homeopaths may be medically qualified and therefore regulated by the General Medical Council. Those who are medically qualified may make claims about treating conditions but would still need to hold documentary evidence that the therapy is effective.
However, those practitioners who are not medically qualified should not refer to serious medical conditions irrespective of the levels of evidence held as this could be seen to discourage essential medical treatment (Steve Scrutton Homeopathy, 18 September 2013; Society of Homeopaths, 3 July 2013).
In 2015, the ASA considered a website ad for a homeopath offering CEASE therapy for individuals with autism. The ad included a testimonial which suggested ‘improvements’ in a child diagnosed with autism following homeopathic treatment. The ASA therefore considered that the ad made claims for the efficacy of CEASE therapy in treating autism. In the absence of evidence to demonstrate that CEASE therapy could treat autism and that any treatment was carried out by a suitably qualified healthcare professional, the ASA concluded that the ad was misleading and breached the Code (Teddington Homeopathy, 22 July 2015). Following further concerns being raised, in 2018 the ASA issued an enforcement notice against 150 CEASE therapists operating in the UK. Any marketer offering CEASE should take careful notice of the position in this 2019 ASA news story which explains the work the ASA and CAP had undertaken in this area.
Where practitioners are registered with a body that has appropriate accreditation in place, such as that provided by the Professional Standards Authority Voluntary Register Scheme, it is possible that the ASA might consider such credentials to be appropriate evidence of suitable qualification for the purposes of CAP Code rule 12.2. However, it should be noted that this has not been established through an ASA ruling and marketers should proceed with caution.
It is worth noting that holding evidence of suitable qualifications for treatments does not absolve marketers of their obligation to hold robust clinical evidence to support efficacy claims for the therapy.
In July 2007 the General Media Panel considered the application of rule 12.3. It concluded that complementary and alternative therapy practitioners offering significant or invasive treatments should encourage consumers to take independent medical advice before committing themselves to the treatment.
What type of claims are likely to be acceptable?
Claims describing a therapy session such as “Homeopathy is a holistic approach” and “practitioners work closely with their clients” are likely to be acceptable, as are more general statements that some clients consider homeopathy to be comforting, calming or soothing. Claims describing the popularity of homeopathy are also likely to be acceptable so long as they can be supported by evidence (Homeopathy: Medicine for the 21st Century, 3 July 2013).
Claims relating to the following are also likely to be acceptable provided claims do not make claims about the treatment or refer to medical conditions or their associated symptoms:
- The origins of homeopathy, for example: “Homeopathy has its origins in ancient history dating back to Hippocrates”. “Homeopathy was further developed by a German doctor, Samuel Hahnemann” and “It has been widely used for over 200 years, across the world”.
- The theory behind homeopathy (however, this should not make efficacy claims., for example "Homeopathy is based on the theory (or belief) that like cures", "The process of devising a homeopathic remedy is based on the theory that the method of dilution and agitation causes a reaction between the ingredient, for example arnica, and the water and alcohol it is diluted in. Although it is diluted many times, homeopaths consider that the homeopathic remedy retains the original ingredient".
- That homeopathic products are safe to use alongside conventional medicine.
- How a therapy session can contribute positive benefits of wellbeing to the client.
- The quality and standard of facilities provided.
- The number of years a homeopath has been qualified, as well as the number of clients that have been seen (as long as evidence is held to support these claims).
- The quality of the ingredients used e.g. “I use only the highest quality homeopathic products”.
- A list of ingredients – as long as there are no indications or efficacy claims alongside them.
- What happens during a therapy session.
- That some NHS hospitals use homeopathy and that there are homeopathic hospitals funded by the NHS (if that is still the case)
- That homeopathy is ideal for people who want to explore more holistic options to enhance their wellbeing.
Take care when using client testimonials
If a testimonial includes direct or indirect efficacy claims, then this will be subject to the same rules as any other claim (rule 3.49). In other words, where efficacy has not been established, a testimonial should not be used to imply that it has.
Genuine client testimonials can be used, but must not imply efficacy. The following examples are the type of testimonial that may comply with the CAP Code:
“I found the advice and professional attitude of x very useful”
“X’s professionalism and care was excellent. I will be recommending her/ him to my friends and family”
“X was able to look at me as a whole person, not just as another person coming in for advice”
However, the following are unlikely to comply with the Code:
“The advice X gave me on my [condition x] really made a difference”
“Excessive coffee consumption can lead to sleeplessness. By using like to cure like, homeopaths may offer Coffea, made from coffee, to resolve sleeplessness”
“Some NHS hospitals use homeopathy when all other conventional treatments have failed”
Be mindful when referencing published research
The online environment has greater scope for providing information in a discursive or detailed way. Providing links to information such as published research could potentially fall outside the remit of the ASA if they are presented in a section of the website that is not directly connected with the sale or supply of your products or service. For example, under a separate tab labelled ‘research’ or ‘further reading’. However, if this section of the website made statements in relation to that published research, for example “see this clinical trial on the treatment of [named condition]” this may bring the content back into the remit of the Code.