Health: Physiotherapy

Feb 20th '24

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


  • What is Physiotherapy?

Physiotherapy, also known as Physical Therapy, is the physical approach to promote, maintain and restore physical health.


Physiotherapists are regulated by statute and therefore claims to treat serious medical conditions are likely to be acceptable provided robust evidence is held to support the claims about the efficacy of treatment.


  • What medical conditions can physiotherapists claim to treat?

The Advertising Standards Authority (ASA) and Committee of Advertising Practice (CAP) are likely to accept marketing claims that physiotherapists can treat:


  1. aches and pains (general)
  2. arthritic pain
  3. backache
  4. back pain
  5. circulatory problems
  6. cramp
  7. digestion problems
  8. joint pains
  9. lumbago
  10. muscle spasms
  11. neuralgia
  12. fibromyalgia
  13. minor sports injuries
  14. tensions


  • Which medical conditions can physiotherapists not claim to treat?

Claims that physiotherapy techniques can be used to help with or treat other symptoms or medical conditions are only accepable if supported by documentary evidence, most likely in the form of clinical trials.


See: CAP Guidance on Substantiation for health beauty and slimming claims


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 documents, processes and systems to mitigate any 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


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



Connect with us via social media and drop us a message from there. We’d love to hear from you and discuss how we can help.


Facebook | Instagram | LinkedIn | X (formally Twitter) | YouTube


Contact us