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.

Section 12 of the CAP Code sets out the rules that apply to marketing communications for Medicines, Medical Devices, Health Related products and Beauty Products. CAP has written a number of AdviceOnline articles on the topic of healthcare. For specific guidance on how to advertise your medicine or medical device, please see the links below.

Medicinal claims

For information about medicines including the definition of a medicine, types of medicinal claims and information about medicines licenses, please see Healthcare: Medicinal claims.

Medical devices

For information about medical devices including the definition of a medical device,  information on product certification and certification and advice on efficacy claims, please see Healthcare: Medical Devices.

Prescription-only medicines

For information about prescription-only medicines including restrictions on advertising in various media as well as advertising prescription medicines to health professionals, please see Healthcare: Prescription-only Medicines.

Celebrities and health professionals

For information about using celebrities or health professionals to advertise or endorse medicines or medical devices, please see Healthcare: Celebrities and health professionals.


For information about advertising homeopathic medicine, including the definition of a homeopathic medicine and the types of claims which are likely to be acceptable for homeopathy, please see Healthcare: Homeopathic Medicine

Herbal Medicine

For information about advertising traditional herbal medicine, including the definition of a herbal medicine as well as the types of claims which are likely to be acceptable for herbal medicine, please see Healthcare: Herbal Medicine.

Foods and Food supplements

For information about the rules surrounding advertising claims about health benefits linked to foods and food supplements there are multiple advice articles.  We recommend starting with Food: Health and nutrition general.


For information about the risks of making claims in relation to health therapies, including alternative and complementary therapies, please see Health: Therapies (General).  


Where there is a requirement to hold clinical evidence to support a diagnosis,  treatment claim or efficacy claim, please see this CAP Guidance.

Medical conditions

Where marketers are planning on offering advice, diagnosis or treatment of a medical condition, please see this CAP Guidance to avoid making claims that discourage essential medical treatment.

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