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’.
Kinesiology seems to be both a diagnostic and manipulative therapy that involves muscle testing to identify problems of the body and massage, nutrition and acupressure to treat those problems. CAP has seen no evidence that the technique can work and it should be advertised on an availability-only platform.
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 ‘Acupuncture’ and ‘Naturopathy’.
Guidance on Health Therapies and Evidence QA (Sept 2011)
Last modified : 10 April 2012