Unacceptable Terms and Acceptable Alternatives
Medical Terms
IMPORTANT – Claims to treat, cure, diagnose, or advise on any of the medical conditions listed below may only be made by, or under the direct supervision of, a suitably qualified medical professional, regardless of whether evidence exists supporting the effectiveness of the treatment.
If you are not a suitably qualified medical professional, and are not acting under the direct supervision of one, you may only provide accurate and responsible general information about such conditions where a “Suggested Alternative” is listed.
Where no “Suggested Alternative” is listed, the term must not be used in advertising in any form.
| MEDICAL CONDITIONS REQUIRING TREATMENT BY A SUITABLY QUALIFIED MEDICAL PROFESSIONAL | SUGGESTED ALTERNATIVES – FOR ADVERTISERS WHO ARE NOT SUITABLY QUALIFIED MEDICAL PROFESSIONALS OR ACTING UNDER THEIR DIRECT SUPERVISION |
| Addictions | Habit, cravings, fixation |
| Alcoholism | No suggested alternative |
| 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 | No suggested alternative |
| Eating Disorders | Weight management/weight related issues |
| Insomnia | Trouble getting to sleep |
| Mania | No suggested alternative |
| Obsessions | Phobia, fixation, habit, craving |
| Obsessive Compulsive Disorder – OCD | Phobia, fixation, habit, craving |
| Schizophrenia | No suggested alternative |
| Suicidal Thoughts | No suggested alternative |
| MEDICAL CONDITIONS FOR WHICH ADVICE FROM A SUITABLY QUALIFIED MEDICAL PROFESSIONAL SHOULD BE SOUGHT | SUGGESTED ALTERNATIVES |
| Age related Macular Degeneration – AMD | No suggested alternative |
| Anaemia | No suggested alternative |
| Angina | Circulatory problems |
| Arthritis | No suggested alternative |
| Asthma | No suggested alternative |
| Attention Deficit Hyperactivity Disorder – ADHD | No suggested alternative |
| Autism | No suggested alternative |
| Bronchitis | No suggested alternative |
| Cancer | No suggested alternative |
| Cataracts | Eye problems |
| Circulation, Poor | No suggested alternative |
| Chronic Obstructive Airway Disease – COAD | No suggested alternative |
| Crohn’s Disease | No suggested alternative |
| Diabetes | No suggested alternative |
| Diverticulitis | No suggested alternative |
| Dizziness | No suggested alternative |
| Drowsiness | Lethargy, lethargic, tired, sleepy |
| Emphysema | No suggested alternative |
| Epilepsy | No suggested alternative |
| Erection Problems or Erectile Dysfunction | No suggested alternative |
| Fibroids | No suggested alternative |
| Fits | No suggested alternative |
| Frigidity | Relationship problems, sexual counselling, tension |
| Gall Bladder Disorder | No suggested alternative |
| Gall Stones | No suggested alternative |
| Gastric Ulcer | No suggested alternative |
| Genito-Urinary Disorders | No suggested alternative |
| Glaucoma | No suggested alternative |
| Gout | No suggested alternative |
| Hiatus Hernia | No suggested alternative |
| High Blood Pressure (hypertension) | Circulatory problems |
| Heart Disease | No suggested alternative |
| Herpes Zoster (Shingles) | No suggested alternative |
| Human Immunodeficiency Virus – HIV | No suggested alternative |
| Impotence | No suggested alternative |
| Infectious Diseases | No suggested alternative |
| Infertility | No suggested alternative |
| Insomnia, Chronic | Trouble getting to sleep |
| Kidney Disorders | No suggested alternative |
| Learning Difficulties | Concentration |
| Leukaemia | No suggested alternative |
| Kidney Disorders | No suggested alternative |
| Malignant Diseases | No suggested alternative |
| Multiple Sclerosis – MS | No suggested alternative |
| Malaria | No suggested alternative |
| Memory Problems or Memory Lapses | No suggested alternative |
| Menopausal Symptoms | No suggested alternative |
| Menstruation, Regulation of | No suggested alternative |
| Metabolic Diseases | No suggested alternative |
| Migraine | Headaches |
| Muscular Dystrophy | No suggested alternative |
| Myopathy | No suggested alternative |
| Obesity | Weight management/weight related issues |
| Osteoporosis | No suggested alternative |
| Overdose | No suggested alternative |
| Oral Thrush | No suggested alternative |
| Pancreatitis | No suggested alternative |
| Paralysis | No suggested alternative |
| Parkinson’s Disease | No suggested alternative |
| Prostate Problems | No suggested alternative |
| Psoriasis | No suggested alternative |
| Psychosis | No suggested alternative |
| Polycystic Ovary Syndrome | No suggested alternative |
| Respiratory Diseases | No suggested alternative |
| Senility | No suggested alternative |
| Serious Ear Disorders | No suggested alternative |
| Serious Eye Disorders, | No suggested alternative |
| Serious Skin Disorders | No suggested alternative |
| Sexually Transmitted Diseases – STDs | No suggested alternative |
| Spinal Injuries | No suggested alternative |
| Stroke | No suggested alternative |
| Temporomandibular Joint Dysfunction (TMJ) | No suggested alternative |
| Tonsillitis | No suggested alternative |
| Tuberculosis | No suggested alternative |
| Under-eating | Weight management/weight related issues |
| Whiplash | No suggested alternative |
Inclusion of a term does not imply the claim is otherwise compliant with the CAP Code or supported by adequate evidence.
Updated 18 May 2026