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)

Non-medical oxygen therapy is often defined as the injection of oxygen but the ASA has received complaints about marketers attributing health benefits to oxygen products such as oral oxygen consumed with water. Neither CAP nor the ASA has seen evidence that oxygen therapy or oxygen products have health benefits or can treat illness or disease. Marketers should not make claims for their product’s efficacy and must not refer to serious or prolonged medical conditions (Rules 12.1 and 12.2).

Guidance on Health Therapies and Evidence QA (Sept 2011)


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