Medical procedures and services

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

Ads for medical procedures and services should be prepared with a degree of social responsibility and should not trivialise the process of going through any invasive procedures or surgery.

Proven procedures being advertised is fine as long as the procedures are carried out under suitably qualified supervision and advertisers hold evidence in the form of clinical trials, to support efficacy claims.

Certain legislations also need to be taken in to account for ads for some medical services such as The Health and Social Care Act 2008 for the advertisement of Post Conception Advice Services (PCAS) for women.

However, in general, advertisers should be careful not to imply a medical procedure or service can cure someone of a particular ailment or illness if the outcome is not permanent and the effects of surgery can wane or be reversed. They should also avoid implying the procedure or service is suitable for all patients and always successful.

They should also be careful when offering related promotions to their services, especially if they are time-limited promotions. Consumers should always be given a reasonable amount of time to consider all aspects of committing to a surgical procedure and not feel rushed in to a decision because of a competition or money-off offer. When it comes to promotions, we advise advertisers to provide a lengthy cancellation policy and a strict consultation process before the procedure to ensure consumers have time to contemplate if they are making the right choice.

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Latest rulings

HealthTracker Apps t/a Blood Pressure Monitor App
- Upheld
- App (paid ad)
- 17 June 2026
Two paid-for in-app ads for a health app made medical claims for a product that wasn’t registered as a medical device and misleadingly implied that their app could monitor blood pressure and heart rate.
Hume Health LLC t/a HumeHealth
- Upheld
- Social media (paid ad)
- 17 June 2026
Three paid-for YouTube ads and a paid-for Facebook ad for Hume Health made medical claims for products that weren’t registered as medical devices, discouraged essential treatment for conditions for which medical supervision should be sought and exaggerated the capabilities of their products.
Novabeyond Ltd t/a Blood Pressure-Monitor Tracker App
- Upheld
- Search (paid)
- 17 June 2026
An in-app ad and a paid-for Google ad for a health app made medical claims for a product that wasn’t registered as a medical device and made misleading claims that their product could monitor blood pressure.
P&L Studio t/a Blood Pressure
- Upheld
- App (paid ad)
- 17 June 2026
A paid-for in-app ad for a health app misleadingly implied that it could monitor blood pressure and heart rate.

View all rulings

Medical procedures and services

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

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