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 often involves the application of pressure (by kneading, rubbing or traction) to help ease musculo-skeletal problems. Two umbrella organisations seem to exist for massage therapists, the biggest of which is the British Association for Massage Therapy. Some practitioners are also aromatherapists or reflexologists or both.
Practitioners should not refer to serious medical conditions but may make claims about relieving anxiety and stress, helping relaxation, aiding sleep, promoting a sense of well-being and the like. Some trials seem to suggest that abdominal massage might benefit those with constipation. Other trials suggest that massage might help ease low back pain. Marketers wanting to make efficacy claims should ensure they can back up their claims with evidence (Rule 12.1)
In January 2004, the ASA published an adjudication on leggings and shoe pads that were supposed to massage points on the foot to improve circulation, enhance lymphatic drainage, reduce swelling and other so-called health benefits. Neither the ASA nor CAP has accepted those types of products are efficacious.
See also entries on ‘Aromatherapy’, ‘Reflexology’ and ‘Lymphatic Drainage’.
Guidance on Health Therapies and Evidence QA (Sept 2011)
Last modified : 10 April 2012