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.

Advertisers wanting to refer to themselves as “Dr”, “a doctor” or similar, should take care not to imply that they hold a general medical qualification if they do not. The need for clarity is greatest when marketers are making health-related claims and the ASA has taken the tough line on marketers calling themselves ‘Dr’ in the context of health. The safest and simplest way to avoid confusing consumers is that if they do not possess a general medical qualification, advertisers should not call themselves “Dr”.

For sector specific advice on using the prefix 'Dr', please see the following guidance:

Use of the term “Dr”: Chinese Medicine Practitioners

Use of the term “Dr”: Chiropractors

Use of the term “Dr”: Dentists

Use of the term “Dr”: PhD


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