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.
Mesotherapy seems to involve multiple injections of vitamins and homeopathic medicines. CAP has seen no evidence that the technique can work and advises that it should be advertised on an availability-only platform.
One advertiser, claiming to “Eliminate cellulite; Promote weight loss; Treat aging skin; Reduce eye-bags; Reduce fat and around chin and jowls [sic]; Reduce fat around the abdomen; Reduce fat around love handles; Reduce cellulite to the buttocks”, was found to have no evidence to substantiate the claims (A.Y. Eternal Youth, 10 September 2008).
Marketers should bear in mind that rule 12.3 requires marketers to possess, and to give the ASA or media owners, 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.
Rule 12.20 requires homeopathic medicinal products to be registered in the UK.
See ‘Homeopathy’.
Last modified : 31 January 2012