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.
Marketers who want to advertise a non-surgical device should hold robust evidence of its efficacy and should not claim or imply it can help all women if it does not (Rule 12.1). CAP has accepted that one device, using vacuum technology, can increase breast size in some women in some circumstances. Marketers should not exaggerate the likely changes in size and should state significant conditions.
Last modified : 26 July 2010