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)
Magnetic field therapy applies magnetic fields to the body and head and practitioners claim that it can be used to help diagnose and treat illnesses. The ASA and CAP have yet to see any convincing evidence that the therapy can be used to diagnose or treat medical conditions and such, claims are only likely to be acceptable if supported by a robust body of clinical trial evidence. See CAP Guidance on Substantiation for health, beauty and slimming claims.
Marketers should avoid referencing conditions for which medicinal supervision should be sought unless the diagnosis or treatment is to be carried out under the supervision of a suitably qualified health professional (Rule 12.2). See CAP Guidance on Medical Conditions.
In July 2007 the General Media Panel considered the application of rule 12.3. It concluded that complementary and alternative therapy practitioners offering significant or invasive treatments should encourage consumers to take independent medical advice before committing themselves to the treatment.
See CAP Advice on Acupuncture and Magnetic Devices and Therapies
Guidance on Health Therapies and Evidence QA (Sept 2011)