Health: Flotation therapy

Mar 7th '22

This section should be read in conjunction with the entry on ‘Health: Therapies (General)


What is flotation therapy?

This therapy involves lying in a tank of saline solution with little or no sound and light.


What claims are likely to be acceptable?

The Advertising Standards Authority (ASA) and Committee of Advertising Practice (CAP) would accept claims about the therapy helping relaxation, relieving tension, and improving a sense of well-being.


What claims are likely to be problematic?

CAP has not yet seen evidence for the efficacy of this treatment. As such, claims to treat medical conditions and symptoms beyond those specifically mentioned above would need to be supported by evidence in the form of clinical trials (rule 12.1). This CAP Guidance explains they types and levels of evidence the ASA would expect to see.


What about conditions for which medical supervision should be sought?

Evidence aside, offering diagnoses, advice or treatment on medical conditions for which medical supervision should be sought, could be seen to discourage essential medical treatment if that diagnosis, advice and treatment is not being carried out under the supervision of a suitably qualified health professional.


See: Guidance on Health, beauty and slimming ads that reference medical conditions and Guidance on Health Therapies and Evidence QA (Sept 2011)


Source: CAP


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 ASA. CAP’s AdviceOnline entries provide guidance on interpreting the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing.


How can we help!

LS Consultancy are experts in Marketing and Compliance, and work with a range of firms to assist with improving their advertising, documents, processes and systems to help mitigate risk.


We provide a cost-effective and timely bespoke copy advice and copy development services to make sure all your advertising and campaigns are compliant, clear and suitable for their purpose.


Our range of innovative solutions can be tailored to suit your unique requirements, no matter whether you’re currently working from home, or are continuing to go into the office. Our services can be deployed individually or combined to form a broader solution to release your energies and focus on your clients.


Contact us today for a chat or send us an email to find out how we can support you in meeting your current and future challenges with confidence.


Explore our full range today.


Contact us



Why Not Download our FREE Brochures! Click here.


Call Us Today on 020 8087 2377 or send us an email.


You can see our Google reviews here.


We’re looking for guest writers with business know-how and experience to create outstanding articles to feature on our website. Sound like you? Then find out more…