Health conditions

Helpful information on the advertising rules for products used to treat health conditions, and examples of previous Advertising Standards Authority rulings in this area.

Many advertisers of health-related products or therapies are keen to list ailments that they believe their products or therapies can treat. However, the advertising rules restrict the types of claims anyone other than qualified health professionals can make.

The rules classify ailments in to two groups: those that can be acceptably referred to in ads targeted at the general public or those that can’t because they are considered too serious to be diagnosed or treated without relevant medical supervision. Any claims made must be backed up by robust evidence.

Examples of ailments that may be referred to in ads, providing the advertiser can prove the efficacy of the product or therapy, include: arthritic pain, trouble sleeping, smoking cessation and minor sports injuries. Examples of ailments that can’t usually be referred to in ads include: arthritis, depression, diabetes, infertility and impotence.

Claims that a product can “cure”, “restore”, “prevent”, “avoid”, “fight” or “heal” should be avoided as these are generally considered as medicinal claims and should only be made if the product has a MHRA licence.

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Latest rulings

GKOnlineCo Pty Ltd t/a Pups Den, Official Aida Store
- Upheld
- Internet (website content)
- 24 April 2024
A paid-for social media ad made medicinal claims about an unlicenced product.
infirst Ltd t/a Flarin
- Television
- 17 April 2024
A TV ad misleadingly implied that Flarin was better for treating joint pain than other ibuprofen products.
Not Guilty Food Co Ltd t/a The Skinny Food Co
- Upheld
- Social media (influencer or affiliate ad)
- 03 April 2024
An Instagram Reel on Katie Price’s account was not obviously recognisable as an ad, irresponsibly promoted a diet that fell below 800 calories a day, and made weight loss claims for the products shown that aren’t authorised on the GB NHC Register.
GMRD Apps Ltd t/a Impulse Brain Training
- Upheld
- Social media (paid ad)
- 21 February 2024
A paid-for Facebook ad for a puzzle game app made medical claims without being registered with the MHRA and discouraged people from seeking essential treatment for ADHD.

View all rulings

Health conditions

Helpful information on the advertising rules for products used to treat health conditions, and examples of previous Advertising Standards Authority rulings in this area.

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