Medical devices - ASA

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Under the advertising rules, a medicinal claim is defined as a claim which suggests a product can be used to make a medical diagnosis, or can be used to treat or prevent disease, injury, ailments or adverse conditions of the mind or body, in humans.</p> <p>It is important to note, a CE mark does not automatically mean advertisers can make claims about the efficacy of a product without holding additional evidence which supports the claim and can be provided on request. </p> <p>Other rules that are important when advertising a medical device include ensuring the ad does not encourage consumers to use a product to excess, or discourage them from essential treatment for conditions for which medical supervision should be sought. Advertisers also must be careful not to confuse consumers by using unfamiliar scientific words for common conditions.</p> </div> <a class="show-more-less-button"><span class="more-label">+ Read more</span> <span class="less-label">- Show less</span></a> </div> </div> <div class="col-md-4">  <div class="share-page-widget"> <p class="share-page-widget-item-holder"> <a href="#" class="favourites-button element-with-icon" data-action = "add" data-target-id = "58FA7A26-99CB-4514-AC2023E99756ECD8" data-target-type = "topic" > <span class="font-icon font-icon-Artboard-Copy-295"></span> <strong>Add to my favourites</strong> </a> </p> </div> </div> </div> </div> </div>   <div class="horizontal-listing-area"> <div class="container"> <ul class="horizontal-listing"> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Health_conditions.html" >Health conditions</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Cosmetic_surgery_and_procedures.html" >Cosmetic surgery and procedures</a> </li> <li class="horizontal-listing-item is-active"> <a href="https://www.asa.org.uk/topic/Medical_devices.html" >Medical devices</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Beauty_products_grooming_and_hygiene.html" >Beauty products, grooming and hygiene</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Medicines_remedies_and_therapies.html" >Medicines, remedies and therapies</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Weight_and_slimming.html" >Weight and slimming</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Medical_procedures_and_services.html" >Medical procedures and services</a> </li> </ul> </div> </div>   <div class="breadcrumb"> <div class="container"> <ul class="breadcrumb-list"> <li class="breadcrumb-list-item"> <a href="https://www.asa.org.uk/">Home</a> </li> <li class="breadcrumb-list-item"> <a href="https://www.asa.org.uk/issues-and-topics.html">Issues and topics</a> </li> <li class="breadcrumb-list-item"> Medical devices </li> </ul> </div> </div>   <div class="contents"> <div class="main-content"> <div class="container"> <div class="row"> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Latest news</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/trim-down-your-weight-loss-medicine-ads-doctor-s-orders.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/trim-down-your-weight-loss-medicine-ads-doctor-s-orders.html">Trim down your weight loss medicine ads, doctor’s orders!</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">16 January 2025</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/claims-to-treat-long-covid-don-t-be-immune-to-the-misleading-advertising-rules.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/claims-to-treat-long-covid-don-t-be-immune-to-the-misleading-advertising-rules.html">Claims to treat Long COVID? Don’t be immune to the misleading advertising rules!</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">07 November 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/don-t-feel-rattled-about-your-baby-related-ads.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/don-t-feel-rattled-about-your-baby-related-ads.html">Don’t feel rattled about your baby-related ads</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">24 October 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/quit-non-compliance-filtered-tips-for-stop-smoking-ads.html" 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class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">19 September 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/claims-about-treating-anxiety.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/claims-about-treating-anxiety.html">Claims about treating anxiety</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">19 September 2024</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/advice-and-resources/news.html?topic=58FA7A26-99CB-4514-AC2023E99756ECD8" class="show-more-link">View all news</a> </div> </div>  </div> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Latest rulings</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/oakever-games-pte-ltd-g24-1257433-oakever-games-pte-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/oakever-games-pte-ltd-g24-1257433-oakever-games-pte-ltd.html" target="_blank">Oakever Games PTE Ltd</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">In-game (apps)</span> </li> <li class="meta-listing-item"> <span class="caption">18 December 2024</span> </li> </ul> <p>Two in-game ads made medical claims for an unregistered device which didn’t hold the relevant compliance labels and made unsubstantiated claims that an app could improve memory and sleep. </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/person-s--unknown-a24-1253128-sereni.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/person-s--unknown-a24-1253128-sereni.html" target="_blank">Person(s) unknown t/a Sereni</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">Social media (paid ad)</span> </li> <li class="meta-listing-item"> <span class="caption">18 December 2024</span> </li> </ul> <p>A paid-for Meta ad made medical claims for a product which didn’t have the relevant compliance labels. </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/prime-star-shop-ltd-a24-1249990-prime-star-shop-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/prime-star-shop-ltd-a24-1249990-prime-star-shop-ltd.html" target="_blank">Prime Star Shop Ltd t/a Branshaws</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">Press other (paid ad)</span> </li> <li class="meta-listing-item"> <span class="caption">13 November 2024</span> </li> </ul> <p>A press ad made medical claims for an unlicenced product which didn’t hold the relevant compliance labels. </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/shop-tjc-ltd-a24-1241519-shop-tjc-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/shop-tjc-ltd-a24-1241519-shop-tjc-ltd.html" target="_blank">Shop TJC Ltd t/a The Jewellery Channel</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">Television</span> </li> <li class="meta-listing-item"> <span class="caption">25 September 2024</span> </li> </ul> <p>A teleshopping ad promoted a product that was a medical treatment for humans and also made medical claims for an unlicensed device. </p> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/codes-and-rulings/rulings.html?date_period=past_year&topic=58FA7A26-99CB-4514-AC2023E99756ECD8" class="show-more-link">View all rulings</a> </div> </div>  </div> </div> </div>  </div>  </div>   <div class="cap-area general-container"> <div class="container"> <div class="cap-area-header"> <img src="../../../assets/img/logos/logo-cap.png" alt="logo-cap" class="cap-area-header-image" /> <h1 class="font-color-grey">Help getting it right</h1> </div> <div class="row"> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Popular advice</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/advice-online/health-medical-devices.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/advice-online/health-medical-devices.html">Health: Medical devices</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">AdviceOnline</span> </li> </ul> </div> </li> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/advice-online/remit-health-related-claims-addressed-to-medical-practitioners.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/advice-online/remit-health-related-claims-addressed-to-medical-practitioners.html">Remit: Health-related claims addressed to medical practitioners</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">AdviceOnline</span> </li> </ul> </div> </li> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/advice-online/detoxing-general.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/advice-online/detoxing-general.html">Detoxing: General</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">AdviceOnline</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/advice-and-resources/resource-library/resource-search-results.html?topic=58FA7A26-99CB-4514-AC2023E99756ECD8" class="show-more-link">View all articles</a> </div> </div>  </div> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Relevant codes</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/type/broadcast/code_section/11.html" class="font-icon font-icon-Open-book-2 icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/type/broadcast/code_section/11.html">11 Medicines, medical devices, treatments and health</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Broadcast</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/type/non_broadcast/code_section/12.html" class="font-icon font-icon-Open-book-2 icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/type/non_broadcast/code_section/12.html">12 Medicines, medical devices, health-related products and beauty products</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Non-broadcast</span> </li> </ul> </div> </li> 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