Unacceptable Terms and Acceptable Alternatives
Updated 10th June 2025
Medical Terms
IMPORTANT – Claims to treat, cure, diagnose, or advise on any of the medical conditions mentioned below can only be made (regardless of evidence to substantiate the effectiveness of the treatment) if treatment is supervised by a suitably qualified medical professional.
If you are not a suitably qualified health professional or under the supervision of a suitably qualified health professional, you may only offer accurate and responsible general information about such conditions and Acceptable Alternatives have been suggested in these circumstances.
Where no “Acceptable Alternative” is listed, you cannot use the term in any form in any Advertising.
| SERIOUS MEDICAL CONDITIONS THAT CAN ONLY BE PROVIDED BY A SUITABLY QUALIFIED MEDICAL PROFESSIONAL OR UNDER THEIR DIRECT SUPERVISION | ACCEPTABLE ALTERNATIVES IF NOT A SUITABLY QUALIFIED MEDICAL PROFESSIONAL OR UNDER THEIR DIRECT SUPERVISION |
| Addictions | Habit, cravings, fixation |
| Alcoholism | |
| Anorexia | Weight management/weight related issues |
| Bulimia | Weight management/weight related issues |
| Compulsions | Urges, phobia, fixation, habit, craving |
| Depression | Feeling down or feeling blue |
| Drug Addiction | |
| Eating Disorders | Weight management/weight related issues |
| Insomnia | Trouble getting to sleep |
| Mania | |
| Obsessions | Phobia, fixation, habit, craving |
| Obsessive Compulsive Disorder – OCD | Phobia, fixation, habit, craving |
| Schizophrenia | |
| Suicidal Thoughts |
| MEDICAL CONDITIONS FOR WHICH SUITABLY QUALIFIED MEDICAL ADVICE SHOULD BE SOUGHT | SUGGESTED ALTERNATIVES |
| Age related Macular Degeneration – AMD | |
| Anaemia | |
| Angina | Circulatory problems |
| Arthritis | |
| Asthma | |
| Attention Deficit Hyperactivity Disorder – ADHD | |
| Autism | |
| Blood Pressure, High | Circulatory problems |
| Bronchitis | |
| Cancer | |
| Cataracts | Eye problems |
| Circulation, Poor | |
| Chronic Obstructive Airway Disease – COAD | |
| Crohn’s Disease | |
| Diabetes | |
| Diverticulitis | |
| Dizziness | |
| Drowsiness | Lethargy, lethargic, tired, sleepy |
| Ear Disorders, Serious | |
| Emphysema | |
| Epilepsy | |
| Erection Problems or Erectile Dysfunction | |
| Eye Disorders, Serious | |
| Fibroids | |
| Fits | |
| Frigidity | Relationship problems, sexual counselling, tension |
| Gall Bladder Disorder | |
| Gall Stones | |
| Genito-Urinary Disorders | |
| Glaucoma | |
| Gout | |
| Hiatus Hernia | |
| Heart Disease | |
| Herpes Zoster (Shingles) | |
| Human Immunodeficiency Virus – HIV | |
| Hypertension | |
| Impotence | |
| Infectious Diseases | |
| Infertility | |
| Insomnia, Chronic | Trouble getting to sleep |
| Jaw Joint Dysfunction | |
| Kidney Disorders | |
| Learning Difficulties | Concentration |
| Leukaemia | |
| Kidney Disorders | |
| Malignant Diseases | |
| Multiple Sclerosis – MS | |
| Malaria | |
| Memory Problems or Memory Lapses | |
| Menopausal Symptoms | |
| Menstruation, Regulation of | |
| Metabolic Diseases | |
| Migraine | Headaches |
| Muscular Dystrophy | |
| Myopathy | |
| Obesity | Weight management/weight related issues |
| Osteoporosis | |
| Overdose | |
| Pancreatitis | |
| Paralysis | |
| Parkinson’s Disease | |
| Prostate Problems | |
| Psoriasis | |
| Psychosis | |
| Polycystic Ovary Syndrome | |
| Respiratory Diseases | |
| Senility | |
| Sexually Transmitted Diseases – STDs | |
| Skin Disorders, Serious | |
| Spinal Injuries | |
| Stroke | |
| Thrush/Oral | |
| Tonsillitis | |
| Tuberculosis | |
| Ulcer, Gastric | |
| Under-eating | Weight management/weight related issues |
| Whiplash |