Medical devices

Helpful information on the advertising rules for medical devices and examples of previous Advertising Standards Authority rulings in this area.

Medicinal claims and medical indications in ads may only be made for medical devices which are CE-marked to show they have been approved under the relevant EU legislation. Under the advertising rules, a medicinal claim is defined as a claim which suggests a product can be used to make a medical diagnosis, or can be used to treat or prevent disease, injury, ailments or adverse conditions of the mind or body, in humans.

It is important to note, a CE mark does not automatically mean advertisers can make claims about the efficacy of a product without holding additional evidence which supports the claim and can be provided on request.

Other rules that are important when advertising a medical device include ensuring the ad does not encourage consumers to use a product to excess, or discourage them from essential treatment for conditions for which medical supervision should be sought. Advertisers also must be careful not to confuse consumers by using unfamiliar scientific words for common conditions.

+ Read more - Show less

Latest rulings

BioEnergiser Ltd t/a Global Product
- Upheld
- National press
- 14 December 2016
A national press ad for Sciaticure, published on 30 July 2016. The ad featured the headline "STOP PAIN RIGHT HERE" and showed an image of a woman with a red line running up her leg and back. Text stated "MODERN BACK PAIN RELIEF … pain-free … The independently tested SCIATICURE Accupressure Wrap is the quick-start t...
Kingstown Associates Ltd t/a Affordable Choices
- Upheld
- Direct mail
- 29 June 2016
Two direct mailings, from Affordable Choices:

a. The first mailing was received in March 2016 and was in an envelope prominently labelled "BREAKING NEWS! BIG CASH WINNER IN YOUR AREA?" and "£25,000 PRIZE DRAW NEWS INSIDE! See inside now for full details!". Text inside included "As the winner, these could ...

View all rulings

Medical devices

Helpful information on the advertising rules for medical devices and examples of previous Advertising Standards Authority rulings in this area.

Latest news

Latest rulings

BioEnergiser Ltd t/a Global Product

Kingstown Associates Ltd t/a Affordable Choices

Help getting it right

Popular advice

Health: Medical devices

Detoxing: General

Orthotics

Relevant codes

12 Medicines, medical devices, health-related products and beauty products

11 Medicines, medical devices, treatments and health