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

Blood and Medical Services Ltd t/a Vivo Clinic Shop
- Upheld
- Internet (website content)
- 05 May 2021
A website ad for a health clinic was banned for making misleading claims about the speed at which they could provide the results for Covid-19 tests.
Homeopathy UK
- Upheld
- Internet (website content)
- 05 May 2021
A website ad for a homeopathy clinic was banned for discouraging essential treatment for conditions for which medical supervision should be sought.
Jetsun Sunbeds
- Upheld
- Internet (social networking)
- 07 April 2021
A Facebook post promoting sunbeds misleadingly and irresponsibly claimed that health benefits were obtained from the use of sunbeds.
DNAfit Life Sciences Ltd t/a DNAfit
- Upheld
- Social media (influencer or affiliate ad)
- 31 March 2021
A paid-for Instagram ad for a health and wellbeing company was banned for misleadingly implying they could provide consumers with effective personalised exercise and nutrition advice based on sequencing of their DNA that would result in improved health and fitness outcomes.

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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