Therapies: Body work and massage

Mar 17th '20

This section should be read in conjunction with the entry on ‘Therapies, General.


Massage often involves the application of pressure (by kneading, rubbing or traction) to muscles all over the body. Some practitioners are also aromatherapists or reflexologists or both.


  • What claims are likely to be acceptable?

The Advertising Standards Authority (ASA) and Committee of Advertising Practice (CAP) are likely to accept claims that massage can help with relieving everyday stress, helping relaxation, aiding sleep and promoting a sense of well-being.


  • What claims are likely to be a problem?

If any advertising claims go beyond the above, the ASA and CAP are likely to expect those claims to be supported by robust documentary evidence, most likely in the form of clinical trials. See CAP Guidance on the level of substantiation expected in health, beauty and slimming claims.


Practitioners should not refer to the diagnosis or treatment of medical conditions for which medical supervision should be sought, unless that diagnosis and treatment is being carried out under the supervision of a suitably qualified health professional (rule 12.2).   In 2016 the ASA ruled that an ad for the Logan Fertility Method was misleading because it made claims treat infertility without holding the necessary clinical evidence. The ASA also ruled that the ad discouraged essential medical treatment for a condition for which medical supervision should be sought (The Beauty Company, 19 October 2016).


See CAP Guidance on referencing medical conditions in ads for health, beauty and slimming products and services.


See also entries on ‘Aromatherapy’ and ‘Reflexology’.


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 Advice Online 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.


Need A Regulatory Marketing Compliance Consultant? A Bit More About Us


Contact us


Why Not Download our FREE Brochures! Click here.


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


We welcome individual bloggers / Professional Writers / Freelancers to submit high quality contents. Find out more…


You can see our Google reviews here.



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  Twitter YouTube


Contact us