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

Insulet International Limited t/a Omnipod
- Upheld
- Internet (video)
- 21 May 2025
A video on demand ad failed to present qualifying text clearly.
Oakever Games PTE Ltd
- Upheld
- In-game (apps)
- 18 December 2024
Two in-game ads made medical claims for an unregistered device which didn’t hold the relevant compliance labels and made unsubstantiated claims that an app could improve memory and sleep.
Person(s) unknown t/a Sereni
- Upheld
- Social media (paid ad)
- 18 December 2024
A paid-for Meta ad made medical claims for a product which didn’t have the relevant compliance labels.
Prime Star Shop Ltd t/a Branshaws
- Upheld
- Press other (paid ad)
- 13 November 2024
A press ad made medical claims for an unlicenced product which didn’t hold the relevant compliance labels.

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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Latest rulings

Insulet International Limited t/a Omnipod

Oakever Games PTE Ltd

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Help getting it right

Popular advice

Health: Medical devices

Remit: Health-related claims addressed to medical practitioners

Detoxing: General

Relevant codes

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

11 Medicines, medical devices, treatments and health