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.
Rule 12.2 prohibits marketers from discouraging essential treatment for conditions for which medical supervision should be sought. They should not offer specific advice on, diagnosis of or treatment for such conditions unless it is conducted under the supervision of a suitably qualified health professional.
Marketers offering religious or spiritual healing should therefore ensure that they do not state or imply they can diagnose, treat or cure conditions for which medical supervision is should be sought. This CAP Guidance includes a non-exhaustive list of medical conditions to which rule 12.2 is likely to apply.
In 2024, the ASA investigated ads for an alternative medicine advocate. The ads included claims that the “Power of Eight” method, where a small group of people focus their thoughts and intentions on an issue, could heal various conditions including paralysis, crippling arthritis, cataracts, multiple sclerosis, genetic liver disease, chronic fatigue and depression. As the ASA considered that the treatment of all those conditions should be conducted under medical supervision, but had not seen evidence to that effect, the ads were found to breach rule 12.2. The ASA also ruled the ads were misleading as the marketer had not provided evidence demonstrating the efficacy of the advertised healing method for those conditions, and testimonials alone were not sufficient to substantiate the claims. (Lynne McTaggart, 31 January 2024).
The ASA has also previously ruled against ads for religious or spiritual healing that referred to conditions such as brain tumours and infertility (Kings Church Salisbury, 25 March 2009), cancer (Mount Zion Restoration Ministries, 2 June 2010), HIV/AIDS, epilepsy, depression and leukaemia (All Nations Church, 11 February 2009), and broken vertebrae and autism (Medway Revival Fellowship, 8 June 2011).
Marketers should note that the ASA is also likely to consider claims to heal adverse physical conditions as socially irresponsible. In 2012, the ASA upheld complaints about a leaflet that stated "NEED HEALING? GOD CAN HEAL TODAY!” and listed various diseases. The ASA considered that the ad could discourage people, particularly the vulnerable or those suffering from undiagnosed symptoms, from seeking essential treatment. It also ruled the ad could encourage false hope in those suffering from the named conditions and was therefore irresponsible (Healing on the Streets – Bath, 13 June 2013).
Marketers are likely to be able to make claims about spiritual or emotional well-being, or describe the comfort and support that prayer or faith has offered sufferers and their families. Claims that are either non-specific, clearly relate to spiritual or emotional healing, or that are likely to be seen by readers, including those that might be more vulnerable because of ill-health, as merely a manifestation of faith, are likely to be acceptable.
Section 15 (Faith, religion and equivalent systems of belief) of the UK Code of Broadcast Advertising (BCAP Code) features rules that apply specifically to faith healing. Rule 15.13 states that ads must not claim that faith healing, miracle working or faith-based counselling can treat, cure or alleviate physical or mental health problems; they may, however, make restrained and proportionate claims that such services can benefit emotional or spiritual well-being. Rule 15.12 also requires that ads must not exploit the hopes or fears of the vulnerable. The elderly, the sick and the bereaved should be regarded as especially vulnerable.
In 2015 the ASA ruled against a teleshopping ad which contained references to healing various physical injuries and conditions, such as neck injuries, skeletal problems, a severed brain stem and multiple organ damage. It included the claim that pain would be relieved from "anywhere in your bones", which was considered a clear reference to physical pain, rather than emotional or spiritual well-being. Because the ad had claimed that faith healing could cure physical health problems, and was likely to exploit the fears of vulnerable people, the ASA concluded that it was irresponsible and breached BCAP Code rules 15.12 and 15.13. (Sid Roth's Messianic Vision, 15 July 2015).
See ‘Harm and Offence: Religion’, ‘Health: Healing Therapy’, ‘Psychic and spiritualist services and lucky charms’ and 'Substantiation'.