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.
Physical Therapy, also known as Physiotherapy is the physical approach to promote, maintain and restore physical, psychological and social health. Physiotherapists are regulated by statue and it is likely that both the ASA and CAP would accept that they can treat serious medical conditions if they could provide proof of the efficacy of their treatment. To date, CAP has accepted that physiotherapists may claim to help aches and pains, arthritic pain, backache, back pain, circulatory problems, cramp, digestion problems, joint pains, lumbago, muscle spasms, neuralgia, fibromyalgia, minor sports injuries and tensions and can help patients relax (see General List in the Help Note on Health, Beauty and Slimming Marketing that Refers to Medical Conditions). Because the ASA has investigated no claims made by, or about, physiotherapists, practitioners should be aware that our position might change.
Last modified : 10 April 2012