Medical procedures and services

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

Ads for medical procedures and services should be prepared with a degree of social responsibility and should not trivialise the process of going through any invasive procedures or surgery.

Proven procedures being advertised is fine as long as the procedures are carried out under suitably qualified supervision and advertisers hold evidence in the form of clinical trials, to support efficacy claims.

Certain legislations also need to be taken in to account for ads for some medical services such as The Health and Social Care Act 2008 for the advertisement of Post Conception Advice Services (PCAS) for women.

However, in general, advertisers should be careful not to imply a medical procedure or service can cure someone of a particular ailment or illness if the outcome is not permanent and the effects of surgery can wane or be reversed. They should also avoid implying the procedure or service is suitable for all patients and always successful.

They should also be careful when offering related promotions to their services, especially if they are time-limited promotions. Consumers should always be given a reasonable amount of time to consider all aspects of committing to a surgical procedure and not feel rushed in to a decision because of a competition or money-off offer. When it comes to promotions, we advise advertisers to provide a lengthy cancellation policy and a strict consultation process before the procedure to ensure consumers have time to contemplate if they are making the right choice.

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Latest rulings

Alzheimer's Society
- Not Upheld
- 05 June 2024
Three TV ads and a radio ad for a charity were not irresponsible, did not cause serious or widespread offence, and did not cause unjustifiable distress.
OneCompress
- Upheld
- Social media (paid ad)
- 06 March 2024
Two paid-for Facebook ads for bamboo gloves and socks made medical claims for unlicensed products.
GMRD Apps Ltd t/a Impulse Brain Training
- Upheld
- Social media (paid ad)
- 21 February 2024
A paid-for Facebook ad for a puzzle game app made medical claims without being registered with the MHRA and discouraged people from seeking essential treatment for ADHD.
Happyo
- Upheld
- Social media (paid ad)
- 21 February 2024
A paid-for Facebook ad for a behaviour programme aimed at those with ADHD made medical claims without being registered with the MHRA and discouraged people from seeking essential treatment for a condition where medical supervision should be sought.

View all rulings

Medical procedures and services

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

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Relevant codes

11 Medicines, medical devices, treatments and health

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