Health conditions

Helpful information on the advertising rules for products used to treat health conditions, and examples of previous Advertising Standards Authority rulings in this area.

Many advertisers of health-related products or therapies are keen to list ailments that they believe their products or therapies can treat. However, the advertising rules restrict the types of claims anyone other than qualified health professionals can make.

The rules classify ailments in to two groups: those that can be acceptably referred to in ads targeted at the general public or those that can’t because they are considered too serious to be diagnosed or treated without relevant medical supervision. Any claims made must be backed up by robust evidence.

Examples of ailments that may be referred to in ads, providing the advertiser can prove the efficacy of the product or therapy, include: arthritic pain, trouble sleeping, smoking cessation and minor sports injuries. Examples of ailments that can’t usually be referred to in ads include: arthritis, depression, diabetes, infertility and impotence.

Claims that a product can “cure”, “restore”, “prevent”, “avoid”, “fight” or “heal” should be avoided as these are generally considered as medicinal claims and should only be made if the product has a MHRA licence.

+ Read more - Show less

Latest rulings

Go Night Night (unconfirmed)
- Upheld
- Website (own site)
- 30 October 2024
A website for a sleep consultancy company misleadingly featured the logo of a professional standards body that it wasn't registered with.
The Boots Company plc
- Upheld
- Television, Video on demand
- 30 October 2024
A TV and Video on Demand (VOD) ad condoned not using sunscreen.
Fanfinders Ltd
- Upheld
- 09 October 2024
A paid-for Facebook ad promoting a free baby box featured an image which didn’t accurately represent what customers received.
247 Home Furnishings Ltd t/a 247Blinds
- Upheld
- Internet (website content)
- 04 September 2024
A website ad which made references to blindness were likely to cause serious or widespread offence on the grounds of disability.

View all rulings

Health conditions

Helpful information on the advertising rules for products used to treat health conditions, and examples of previous Advertising Standards Authority rulings in this area.

Latest news

Shroom for improvement? Navigating the advertising rules for functional mushrooms

Claims to treat Long COVID? Don’t be immune to the misleading advertising rules!

Don’t feel rattled about your baby-related ads

Avoid getting the ASA’s back up this back care awareness week.

Become a compliance visionary for National Eye Health Week!

Claims about treating anxiety

Latest rulings

Go Night Night (unconfirmed)

The Boots Company plc

Fanfinders Ltd

247 Home Furnishings Ltd t/a 247Blinds

Help getting it right

Popular advice

Health: Acne and spots

Healthcare: The Menopause

Remit: Health-related claims addressed to medical practitioners

Relevant codes