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.

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Latest rulings

Health Line
- Upheld
- Social media (paid ad)
- 22 January 2025
Two paid-for Facebook ads misleadingly exaggerated the capabilities of laser eye treatment, falsely implied that they directly provided laser eye treatment themselves and didn't make clear that they received a commission for their service.
Marren Healthcare Ltd
- Upheld
- Website (own site)
- 08 January 2025
A website for a rehab clinic referral company falsely implied that they were acting for purposes outside their business, that they owned clinics and that local rehab centres could be accessed using their website. They also didn't make clear that they received a commission for their services.
Sparring Partners Ltd t/a Gymbox
- Upheld
- Social media (own site)
- 11 December 2024
An Instagram ad was socially irresponsible and caused undue distress.
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.

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.

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