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

Shop TJC Ltd t/a TJC Ltd
- Upheld
- Television
- 18 August 2021
We banned an ad for a USB car air purifier over implications that it could stop COVID-19.
Freudenberg Household Products LP t/a Vileda
- Upheld
- Email
- 11 August 2021
An email from an industry news outlet was banned for implying that their microfibre cloth could remove Covid-19 with a high level of efficacy without having sufficient evidence to substantiate the claim.
John Mills Ltd t/a JML Direct
- Upheld
- Television
- 04 August 2021
An ad for a Whole-Body Vibration device was banned for unsubstantiated medical claims.
Cignpost Diagnostics Ltd
- Upheld
- Newspaper
- 21 July 2021
A newspaper ad for a PCR testing programme was banned for promoting behaviour that contradicted government advice on social distancing.

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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Relevant codes

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

11 Medicines, medical devices, treatments and health