With an increased interest in having more control over their own bodies and taking a non-medicinal or holistic approach to their own health, consumers are increasingly keen on exploring different types of complementary and alternative health options and therapies.  This guidance explains the criterea for the types and levels of evidence the ASA is likely to expect to see in support of treatment claims in advertising and provides advice on the types of claims to avoid if a robust body of evidence is not held. Advice is presented as a Q&A to cover those questions most commonly asked by marketers of health therapies. 

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