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’.
Acupuncture is the insertion of needles into the skin and underlying tissues in key ‘points’ for therapeutic or preventative purposes. The stimulation of certain “trigger points” – probably nerve fibres or receptors – with needles, electrical impulses or lasers is thought to induce rhythmic discharges that cause a release of endogenous opioids and oxytocin. Other unproven theories have been put forward to explain acupuncture’s apparent success at relieving menopausal hot flushes and sweats and reducing skin-flap necrosis in reconstructive surgery.
CAP understands that no statutory regulation exists for acupuncture practitioners and they should not claim to be able to treat serious or prolonged conditions (Rule 12.2). Marketers of acupuncture are advised to encourage consumers to take independent medical advice (Rule 12.3).
CAP is unlikely to accept claims that acupuncture can treat tinnitus or can control appetite. Although commonly claimed, we have not seen evidence that acupuncture can either help quit smoking or aid weight loss (Chinese Medicine Centre, 14 January 2004). And CAP has not seen evidence that acupuncture can “de-tox” the body, improve blood circulation, increase metabolism or boost energy.
Marketers occasionally claim that acupuncture can help delay or prevent ageing. To date, neither CAP nor the ASA has seen evidence that acupuncture can slow down, reverse or even relieve the superficial signs of ageing. CAP, therefore, advises marketers not to make claims relating to the improvement of the appearance of skin conditions (scarring as well as the signs of ageing).
Acupuncture practitioners may, however, claim they can help treat dental pain, nausea and vomiting, provide short-term relief of both tension-type headache and migraine headache relief, temporary or short term relief of low back pain and provide temporary adjunctive treatment for osteoarthritis knee pain (the latter must include the stated caveats). Practitioners may be asked to supply evidence for the efficacy of their treatment in the event of an ASA challenge (Herbmedic, 22 October 2003 (complaint 4)).
At the time of writing, scientific studies seemed inconclusive for some conditions and marketers are advised not to advertise acupuncture for them unless they have robust evidence to support efficacy. Those conditions include addictions, asthma, headaches, feeling blue, certain types of facial pain, trouble sleeping, lateral elbow pain, shoulder pain, and neck pain. It might be possible, however, to speak about the purely sensory effects of acupuncture and make claims about well-being and well-feeling or to use phrases such as “feel revitalised”, “more positive” or “relaxed”.
Evidence is almost certainly going to have to include placebo-controlled trials on humans and back in 1998 the Lancet suggested that a placebo acupuncture needle (which pricks the skin without penetrating it) might be suitable for use in such trials.
Neither CAP nor the ASA accepts that hand-held acupuncture and acupressure devices work (Dove Alliance UK Ltd, December 1999).
Guidance on Health Therapies and Evidence QA (Sept 2011)
Last modified : 10 April 2012