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

South African Foods Ltd t/a Candy Store 4 You
- Upheld
- Social media (influencer or affiliate ad)
- 06 December 2023
A TikTok post on Saira Hayati’s account for sea salt made health and nutrition claims that were in breach of the rules and claimed to prevent, treat or cure human disease, which broke the rules.
Naked Wolfe Ltd
- Upheld
- Social media (paid ad)
- 15 November 2023
A paid-for Facebook ad featured a model who appeared unhealthily thin.
Nimaya Mindstation Ltd
- Upheld
- Internet (website content), Social media (own site)
- 15 November 2023
A website and Instagram post claimed that hyperbaric oxygen therapy could treat long COVID, which was misleading and could not be substantiated, and discouaraged essential treatment for conditions for which medical supervision should be sought.
The Heal Air
- Upheld
- Internet (website content), Social media (own site)
- 15 November 2023
A website, Facebook post and Instagram post claimed that hyperbaric oxygen therapy could treat long COVID, which was misleading and could not be substantiated.

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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