Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
The ASA accepts that beauty treatment devices that apply an electrical current to muscles, normally facial, can temporarily tighten and tone muscles. It also accepts that the consequent benefits, such as a reduction in the appearance of fine lines and wrinkles, can be maintained with repeated use. It has not, however, seen evidence that such devices can do more than this. Claims that muscle stimulators can facilitate weight loss, change fat into muscle or bring about the benefits of a ‘non-surgical facelift’ are all likely to be unacceptable.
The CAP Help Note on Beauty Treatment Devices using Electrical Currents gives more detailed advice on how these products can be advertised.
Last modified : 27 July 2010