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’.
This involves medicines derived wholly from plants and plant extracts. It works on the basis that the herbal extracts contain plant material with pharmacologically active constituents; the efficacy will depend on the treatment used. For example, Ginkgo Biloba can “help maintain memory in the short term” but CAP understands many herbal treatments are not proven to work. Practitioners should not refer to serious medical conditions and should avoid making medicinal claims unless they have a valid marketing authorisation. More information can be obtained from www.mhra.gov.uk.
Because it is illegal to advertise prescription-only medicines (POMs) direct to the public, both the ASA and CAP have seen so-called herbal alternatives for POMs such as Viagra. We have yet to be convinced that such alternatives work as claimed. See ‘Viagra’.
In July 2007 the General Media Panel considered the application of Clause 50.6. It concluded that complementary and alternative therapy practitioners offering significant or invasive treatments should encourage consumers to take independent medical advice before committing themselves to the treatment.
Guidance on Health Therapies and Evidence QA (Sept 2011)
Last modified : 10 April 2012