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.

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Latest rulings

Easy Shopping 4 Home Ltd
- Upheld
- Internet (OM 3rd party)
- 04 March 2020
A product listing on Amazon for face masks claiming to protect consumers from coronavirus was misleading and irresponsible and likely to cause fear without justifiable reason.
Novads OU
- Upheld
- Internet (on own site), Internet (display)
- 04 March 2020
Paid-for display ads and website claims for face masks claiming to protect consumers from coronavirus were misleading and irresponsible and likely to cause fear without justifiable reason.
Atlantic Therapeutics Group Ltd t/a innovo
- Upheld
- Television
- 26 February 2020
Two TV ads claiming shorts could strengthen women’s pelvic floor and treat incontinence were misleading.
Actegy Ltd
- Upheld
- National press, Television
- 11 September 2019
A press ad and a TV ad for the Aerosure Medic Device were banned for making unsupported claims that the device was suitable for use by patients with medical conditions involving breathlessness.

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.

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