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 ‘Therapies, General’.

Polarity therapy seems to be the use of hands to influence the flow of body energy. The therapy might involve exercise and lifestyle changes. CAP believes claims for the former are unproven but, if they hold suitable evidence, practitioners might be able to make claims for the benefits associated with exercise and lifestyle changes (Rule 12.1). Other than that, polarity therapy should be advertised on an availability-only platform.

Guidance on Health Therapies and Evidence


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