The Advertising Standards Authority (ASA) is the UK's independent regulator of advertising across all media. For healthcare professionals, understanding what the ASA actually says about healthcare advertising is essential — not just to avoid complaints, but to market your practice with confidence.
What "Substantiated Claims" Means
The ASA requires that all marketing claims be substantiated — meaning you must hold evidence to back them up before you make the claim. For healthcare, this is particularly important. You cannot claim that a treatment "works" or that patients "see results" without robust evidence. Testimonials alone are not enough.
Common Mistakes to Avoid
Testimonials as proof — Patient testimonials can be used, but they cannot make claims that require clinical evidence. Avoid phrases like "this treatment cured my condition" unless you have the evidence.
Before/after photos — These are heavily scrutinised. They must be genuine, not misleading, and any claims about outcomes must be substantiated.
Outcome guarantees — Promising specific results ("lose 10kg in 4 weeks") is risky. Focus on what you offer, not guaranteed outcomes.
What You Can and Cannot Say
You can promote your services, your qualifications, and the fact that you help patients. You cannot make unsubstantiated claims about efficacy, compare yourself to others without evidence, or use language that could mislead vulnerable audiences.
Practical Checklist
- [ ] Review all claims against the CAP Code Section 12 (medicines and health)
- [ ] Ensure testimonials do not make efficacy claims
- [ ] Remove or substantiate any before/after imagery
- [ ] Avoid guarantees or promises of specific outcomes
- [ ] Keep language factual and evidence-based
Staying compliant doesn't mean boring marketing — it means marketing that builds trust and protects your reputation.