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.
The Copy Advice team has been asked to give advice on ads for stomach stapling, liposuction, liposculpture, laser lipolysis, focused ultrasound and other weight control procedures such as inter-gastric balloons. The latter seems to be a balloon, swallowed by the patient, that is filled with fluid to inflate. The patient then apparently feels full and voluntarily restricts his or her calorific intake, thereby losing weight.
Liposculpture or liposuction is an invasive surgical procedure that involves sucking fat out of the body to shape the figure. Marketers should not describe the procedure as “safe”, “painless” or “permanent”. Laser lipolysis claims to be a procedure that ”dissolves” fat (The Norton Clinic Ltd, 5 March 2008) . Because it requires a surgical incision, marketers should not describe lipolysis as a “non surgical” procedure.
CAP has no objection to proven procedures being advertised as long as patients receive, and the procedures are carried out under, suitably qualified supervision. More information can be found on www.healtcarecommission.org.uk. Marketers should nevertheless hold evidence from clinical trials to support efficacy claims.
We advise that marketers offering individual treatments, especially those that are physically invasive, should encourage consumers to take independent medical advice before committing themselves to significant treatments (Rule 12.3).
Last modified : 30 July 2010