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’.
Aromatherapy is the use of plant essences to promote spiritual, physical and emotional health and well-being. Essential oils can be applied directly to the skin through massage, added to bathing products or lotions, inhaled with steaming water or spread throughout a room by a diffuser.
The CAP Code states in rule 12.1 that all objective claims must be backed by evidence, if relevant consisting of trials conducted on people. Although the claims that marketers may make about its benefits are limited, the ASA accepts that aromatherapy massage might help people to relax, sleep and de-stress. Marketers should not, however, claim that aromatherapy can be used to treat the causes or symptoms of serious or prolonged ailments (Rule 12.2). Marketers may claim that the use of essential oils combined with massage might help relieve muscle strains or muscle tension but emphasis should be placed on the massage and not on the action of the oils.
Beauty products containing essential oils are often described as having aromatherapy properties. One advertisement offered readers an aromatic cushion and lavender oil and claimed it could treat some minor and major conditions. The advertiser was unable to substantiate the efficacy of the product and was told not to refer to serious medical conditions (BBC Magazines Ltd and Jem Marketing, 7 February 2001).
An example of a commonly used plant essence is tea tree oil, which is often praised for its anti-microbial, anti-fungal and anti-viral properties. Neither CAP nor the ASA has assessed evidence to support those effects and, although we understand that clinical evidence is encouraging in supporting the anti-microbial and anti-fungal functions if the essence is topically applied to minor skin conditions such as fungal toenail infections and dandruff, the evidence is generally inconclusive.
In short, marketers may claim that aromatherapy products and massage can be used for beauty, relaxation or "feel good” purposes but should not claim medicinal or health benefits beyond those stated above. Marketers should consult the CAP Copy Advice team before making efficacy claims about specific plant essences.
See ‘Therapies: Massage and Body Work’.
Guidance on Health Therapies and Evidence QA (Sept 2011)
Last modified : 10 April 2012