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.
CAP understands that Craniosacral Therapy (CST) is based on the belief that by feeling the intrinsic flow of the craniosacral rhythm the therapist can help relieve any restrictions in the flow of cerebral spinal fluid around the body which may be causing ill health.
To date, neither the ASA nor CAP have seen evidence that Craniosacral Therapy can improve health or treat or alleviate medical conditions or their associated symptoms. In November 2011, the ASA conducted investigations to determine the acceptability of the type of claims being made for CST. It concluded that claims such as “acute and chronic pain, postural imbalances, injuries and strains, whiplash and sciatica; stress, insomnia, depression, anxiety and trauma; low energy and M.E., recurrent infections, digestive problems; migraines and headaches, menstrual disorders, cystitis, fertility issues; dental and TMJ problems, sinusitis, tonsillitis, ear infections and glue ear; asthma, hyperactivity, autism, epilepsy and learning difficulties; babies’ colic, feeding problems, poor sleep, restlessness and failure to thrive...” could not be substantiated and was therefore misleading (Being in Stillness, 2 November 2011). An earlier investigation concluded that the advertisers had not shown that CST could treat “arthritis, asthma, autism, bronchitis, cerebral palsy, impotence, infertility, stroke” and other conditions (Craniosacral Therapy Association, 8 September 2010).
The ASA has rejected complaints about impressionistic and sensory claims such as “encourages a sense of well being”. Marketers may refer to the relaxing, non-invasive nature of the therapy, improving the sense of well-being and the gentle touch of the therapist. Advertisers going beyond these claims to state that CST can have a positive effect on medical conditions or its symptoms should hold robust evidence to support the claims made (Rule 12.1) and unless they hold suitable qualifications, they should not refer to conditions that require the supervision of a suitably qualified healthcare professional (Rule 12.2). Marketers should take care to ensure that they do not discourage essential treatment for conditions for which medical supervision should be sought.
Guidance on Health Therapies and Evidence QA (Sept 2011)
Last modified : 10 April 2012