Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
This section should be read in conjunction with the entry on Health: Therapies (General)
What is the Alexander Technique?
The Alexander Technique is an educational method intended to support self-management of conditions such as back pain by improving posture through psycho physical re-education.
What claims are likely to be acceptable?
Advertisers can claim that their teaching promotes a sense of well-being.
CAP accepts that regular, long term lessons can benefit sufferers of persistent or recurrent back pain by reducing pain and improving associated activity.
CAP also accepts that Alexander Technique lessons could benefit patients with uncomplicated neck pain which is interfering with daily life and which may have gone on for several years (chronic uncomplicated neck pain).
Claims that the technique teaches strategies for control of balance, movement and improved posture are equally likely to be acceptable.
In addition, CAP accepts that Alexander Technique teaching could lead to better respiratory function in healthy volunteers and possible greater functional reach (a clinical measure of balance) in elderly women.
What claims are likely to be problematic?
Marketers are advised to avoid claims which state or imply that the effectiveness of lessons in the technique is guaranteed for all patients.
Any claims which go beyond the current accepted position (above) and are not supported by a robust body of evidence are likely to be a problem (12.1)
What about conditions for which medical supervision should be sought ?
CAP understands that no statutory regulation exists for those who teach the Alexander Technique. Therefore, CAP recommends that teachers of the technique should not advertise specific advice on, diagnosis of or treatment for conditions which should be conducted under the supervision of a suitably qualified health professional (12.2).
See ‘Therapies: References to Medical Conditions’ and CAP Guidance on the level of substantiation expected in health, beauty and slimming claims.