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 often involves the application of pressure (by kneading, rubbing or traction) to help ease musculo-skeletal problems. Some practitioners are also aromatherapists or reflexologists or both.
Practitioners should not refer to medical conditions for which supervision should be sought, but may make claims about relieving everyday anxiety and stress, helping relaxation, aiding sleep, promoting a sense of well-being and the like. Some trials seem to suggest that abdominal massage might benefit those with constipation, or that massage might help temporarily ease lower back pain. Marketers wanting to make such efficacy claims should ensure they can back up their claims with evidence (Rule 12.1).