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.
This section should be read in conjunction with the entry on ‘Therapies, General’.
Eastern Medicine combines several techniques, such as massage, herbs and dietary advice to restore the imbalance of mind, body, emotion and spirit. CAP has seen no evidence to prove the health benefits of Eastern Medicine although claims could possibly be made for the individual treatments if marketers hold evidence. Sensory-type claims, such as improving a sense of wellbeing, might be acceptable for some parts of the treatment, for example massage.
Marketers should bear in mind that rule 12.3 requires marketers to possess and to give the ASA or media owner information about those who supervise and administer the treatment and practitioners to have relevant and recognised qualifications. Marketers should encourage consumers to take independent medical advice before committing themselves to significant treatments, including those that are physically invasive.
See other entries, for example ‘Therapies: Chinese Herbal Medicine’ and ‘Traditional Chinese Medicine’.
Guidance on Health Therapies and Evidence QA (Sept 2011)
Last modified : 10 April 2012