Tough regulations govern companies who market products based on health claims.
Be careful not to use scientific words for common conditions that are unfamiliar to consumers and never suggest that consumers should use certain products in excess.
If advertisers claim that products are guaranteed to work, they should have enough proof of these claims. So called “natural” products should not imply that they are effective or safe just because it excludes certain ingredients in common use.
Where there are medical claims, these claims should be backed up with sufficient evidence. These claims will be assessed based on the scientific knowledge available to the Advertising Standards Authority at the time of the claim.
