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

HOLLAND & BARRETT RETAIL LIMITED t/a Holland & Barrett
- Upheld
- Internet (on own site)
- 04 December 2019
Health claims about food supplements on a website broke the rules as they were not authorised on the EU Register.
infirst Healthcare Ltd t/a Flarin
- Upheld
- Television
- 12 February 2020
A TV ad for ibuprofen products misleadingly implied that it was superior to other products for treating the joint pain.
Unvilla Ltd t/a Consol
- Upheld
- Magazine
- 06 November 2019
A magazine ad for a tanning clinic was banned for making unfounded claims to treat medical conditions, as well as not being obviously identifiable as an ad.
GS Phillips t/a Manor Pharmacy
- Upheld
- Regional press
- 23 October 2019
A press ad for a health service was banned for implying it could reduce the risk of certain medical conditions without adequate evidence, and that participants wouldn’t need to change their diet to bring about weight loss.

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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