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 there is little convincing evidence for the effectiveness of complementary therapies for reducing body weight.
The ASA and CAP are likely to accept that hypnotherapy might be able to help subjects who really want to succeed in controlling food addictions or cravings. Marketers must, however, implicitly or explicitly state that willpower plays a role and should not suggest that achieving that control is easy or guaranteed (Rule 12.8). Marketers should not imply that hypnotherapy alone causes weight loss and nothing in the ad should undermine the need to control calories.
The ASA has upheld complaints that challenged the weight loss claims made about traditional Chinese methods. The ASA has seen no evidence to suggest that acupuncture, acupressure or herbal treatments can result in weight loss (Chinese Medicine Centre, 14 January 2004; Acu Herbs Chinese Medicine Centre, 3 April 2004, and Great Chinese Herbal Medicine Ltd, 7 December 2005).
See ‘Ailments, Treatments and Therapies: Hypnotherapy’
Last modified : 30 July 2010