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

Actegy Ltd
- Upheld in part
- Television
- 06 August 2025
A TV ad for ‘Revitive Circulation Booster’, a Neuromuscular electrical stimulation device, claiming it could reduce swelling did not make clear this was only in relation to healthy people and was a temporary result. It also made misleading claims the device could improve walking distance and duration for th...

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

Keeping Sunbed Advertising on the Sunny Side of the Code

Is your advertising for your dermal patches coming unstuck?

A CAP Icesight into ads for the Winter Olympics

Face facts: Are your cosmetic device ads making medicinal claims?

The great outdoors: keeping posters in line with the Code - come rain or shine

Calorie-controlled compliance: food supplements and weight loss

Latest rulings

Actegy Ltd

Help getting it right

Popular advice

Cannabidiol (CBD) containing products: overview

Remit: Health-related claims addressed to medical practitioners

Guidance on referencing medical conditions in ads for health, beauty and slimming products and services

Relevant codes