Sector Compliance - Bio-identical Hormone Replacement Therapy

The Compliance team has launched a sector-compliance project in the bio-identical hormone replacement therapy sector. 

We are communicating and enforcing an ASA ruling. It prohibits advertisers from stating that compounded bio-identical hormone replacement therapy (BHRT) is more effective at treating symptoms of the menopause than conventional uncompounded hormone replacement therapy.  The ruling also prohibits advertisers from stating that BHRT is safer than non bio-identical HRT, except for uncompounded BHRT (in relation to the risks of developing breast cancer) when progesterone containing BHRT is used. 

We’re taking this action to ensure that ads of this type do not mislead consumers, allowing them to make more informed decisions about the relative effect and safety of BHRT compared to non bio-identical HRT. We  also aim to ensure a level playing field for those operating within the sector. 

Advertisers are expected to take immediate action to ensure their listings, websites and other ads stick to the rules. The CAP Compliance team will closely monitor listings in this sector from October 23 2017 with a view to taking enforcement action against non-compliant advertisers from 30 October 2017. 

If you are unsure about the requirements, please contact the CAP Compliance team at [email protected] Or if you want more general help on sticking to the rules, please speak to the CAP Copy Advice team.

More on

  • Keep up to date

    Sign up to our rulings, newsletters and emargoed access for Press. Subscribe now.