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.


Marketing communications for lucky charms or talismans should not state or imply that they can affect consumers’ circumstances. They should not, for example, make claims that the use of a charm or talisman can increase wealth, improve promotional prospects, help in winning the lottery, cure ill-health, make consumers more successful in relationships or protect the wearer from physical danger (C. O. RAPHAEL t/a The Circle of Raphael, 18 August 2010) .They should not be described as having unproven powers or properties such as improving a wearer’s luck but may be promoted as a gimmick, a piece of jewellery or fashion accessory or a prompt for consumers to remind them to think positively about things that might trouble them.

See Psychics, Spiritualists, Fortune Tellers, Astrologers and Clairvoyants and the Help Note on the Marketing of Spiritual and Psychic Services, Astrologers and Lucky Charms.

Updated 02/12/2014


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