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

Innocent Health Ltd t/a Novomins Nutrition
- Upheld
- Internet
- 24 July 2024
A paid-for Facebook ad made claims that a supplement could treat anxiety and also made unauthorised specific health claims and general health claims.
Feel Holdings Ltd t/a Feel
- Upheld
- Internet
- 17 July 2024
A paid-for Facebook ad claimed that a supplement could cure symptoms of the menopause.
Happy Koala LLC t/a MenoDaily
- Upheld
- Internet
- 17 July 2024
A paid-for Facebook ad claimed that a supplement could cure symptoms of the menopause and also made health claims that referred to a rate or amount of weight loss.
Femtech Healthcare Ltd t/a KeyForHer
- Upheld
- 26 June 2024
A paid-for Facebook ad claimed that a supplement could cure symptoms of the menopause and also made unauthorised general health claims.

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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Latest rulings

Innocent Health Ltd t/a Novomins Nutrition

Feel Holdings Ltd t/a Feel

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Femtech Healthcare Ltd t/a KeyForHer

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