Medical devices

Helpful information on the advertising rules for medical devices and examples of previous Advertising Standards Authority rulings in this area.

Medicinal claims and medical indications in ads may only be made for medical devices which are CE-marked to show they have been approved under the relevant EU legislation. Under the advertising rules, a medicinal claim is defined as a claim which suggests a product can be used to make a medical diagnosis, or can be used to treat or prevent disease, injury, ailments or adverse conditions of the mind or body, in humans.

It is important to note, a CE mark does not automatically mean advertisers can make claims about the efficacy of a product without holding additional evidence which supports the claim and can be provided on request.

Other rules that are important when advertising a medical device include ensuring the ad does not encourage consumers to use a product to excess, or discourage them from essential treatment for conditions for which medical supervision should be sought. Advertisers also must be careful not to confuse consumers by using unfamiliar scientific words for common conditions.

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Latest rulings

Prime Star Shop Ltd t/a Branshaws
- Upheld
- 13 November 2024
A press ad made medical claims for an unlicenced product which didn’t hold the relevant compliance labels.
Shop TJC Ltd t/a The Jewellery Channel
- Upheld
- Television
- 25 September 2024
A teleshopping ad promoted a product that was a medical treatment for humans and also made medical claims for an unlicensed device.
Mayborn (UK) Ltd t/a Tommee Tippee
- Upheld
- Social media (paid ad)
- 04 September 2024
A paid-for Instagram ad for a device for removing air particles from milk made unsubstantiated efficacy claims for treating colic and its symptoms.
ZOE Ltd
- Upheld
- Social media (paid ad)
- 14 August 2024
A paid-for Facebook ad for Zoe featuring a testimonial from Steven Bartlett misleadingly omitted that he was an investor in the company.

View all rulings

Medical devices

Helpful information on the advertising rules for medical devices and examples of previous Advertising Standards Authority rulings in this area.

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Latest rulings

Prime Star Shop Ltd t/a Branshaws

Shop TJC Ltd t/a The Jewellery Channel

Mayborn (UK) Ltd t/a Tommee Tippee

ZOE Ltd

Help getting it right

Popular advice

Health: Medical devices

Remit: Health-related claims addressed to medical practitioners

Detoxing: General

Relevant codes

11 Medicines, medical devices, treatments and health

12 Medicines, medical devices, health-related products and beauty products