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Unacceptable Terms and Acceptable Alternatives

Updated 11 January 2024

Medical Terms

UNACCEPTABLE TERMSACCEPTABLE ALTERNATIVES
AddictionsHabit, Cravings, fixation
Alcoholism (Dependence)No Alternative Available
Age related Macular Degeneration – AMDNo Alternative Available
AnaemiaNo Alternative Available
AnginaCirculatory Problems
AnorexiaWeight Management/Weight Related Issues
ArthritisNo Alternative Available
AsthmaNo Alternative Available
Attention Deficit Hyperactivity Disorder – ADHDNo Alternative Available
AutismNo Alternative Available
Blood Pressure, HighCirculatory Problems
BronchitisNo Alternative Available
BulimiaWeight Management/Weight Related Issues
CancerNo Alternative Available
CataractsEye Problems
Circulation, PoorNo Alternative Available
Chronic Obstructive Airway Disease – COADNo Alternative Available
Crohn’s DiseaseNo Alternative Available
CompulsionsUrges, Phobia, fixation, habit, craving
DepressionNo Alternative Available
DiabetesNo Alternative Available
DiverticulitisNo Alternative Available
DizzinessNo Alternative Available
DrowsinessLethargy, Lethargic, Tired, Sleepy
Drug Addiction (Substance Abuse)No Alternative Available
Ear Disorders, SeriousNo Alternative Available
Eating DisordersWeight Management/Weight Related Issues
EmphysemaNo Alternative Available
EpilepsyNo Alternative Available
Erection Problems or Erectile DysfunctionNo Alternative Available
Eye Disorders, SeriousNo Alternative Available
FibroidsNo Alternative Available
FitsNo Alternative Available
FrigidityRelationship Problems, Sexual Counselling, Tension
Gall Bladder DisorderNo Alternative Available
Gall StonesNo Alternative Available
Genito-Urinary DisordersNo Alternative Available
GlaucomaNo Alternative Available
GoutNo Alternative Available
Hiatus HerniaNo Alternative Available
Heart DiseaseNo Alternative Available
Herpes Zoster (Shingles)No Alternative Available
Human Immunodeficiency Virus – HIVNo Alternative Available
HypertensionNo Alternative Available
ImpotenceNo Alternative Available
Infectious DiseasesNo Alternative Available
InfertilityNo Alternative Available
Insomnia, ChronicTrouble getting to sleep, Insomnia
Jaw Joint DysfunctionNo Alternative Available
Kidney DisordersNo Alternative Available
Learning DifficultiesConcentration
LeukaemiaNo Alternative Available
Kidney DisordersNo Alternative Available
Malignant DiseasesNo Alternative Available
ManiaNo Alternative Available
Multiple Sclerosis – MSNo Alternative Available
MalariaNo Alternative Available
Memory Problems or Memory LapsesNo Alternative Available
Menopausal SymptomsNo Alternative Available
Menstruation, Regulation ofNo Alternative Available
Metabolic DiseasesNo Alternative Available
MigraineMigraine Headaches
Muscular DystrophyNo Alternative Available
MyopathyNo Alternative Available
ObesityWeight Management/Weight Related Issues
ObsessionsPhobia, fixation, habit, craving
Obsessive Compulsive Disorder – OCDPhobia, fixation, habit, craving
OsteoporosisNo Alternative Available
OverdoseNo Alternative Available
PancreatitisNo Alternative Available
ParalysisNo Alternative Available
Parkinson’s DiseaseNo Alternative Available
Prostrate ProblemsNo Alternative Available
PsoriasisNo Alternative Available
PsychosisNo Alternative Available
Polycystic Ovary SyndromeNo Alternative Available
Respiratory DiseasesNo Alternative Available
SchizophreniaNo Alternative Available
SenilityNo Alternative Available
Sexually Transmitted Diseases – STDsNo Alternative Available
Skin Disorders, SeriousNo Alternative Available
Spinal InjuriesNo Alternative Available
StrokeNo Alternative Available
Suicidal ThoughtsNo Alternative Available
Thrush/OralNo Alternative Available
TonsillitisNo Alternative Available
TuberculosisNo Alternative Available
Ulcer, GastricNo Alternative Available
Under-eatingWeight Management/Weight Related Issues
WhiplashNo Alternative Available

Beauty and Cosmetic Terms

The table below sets out the terms that are prohibited and must not be used in any Yell Advertising however, we have recommended some alternative terms/ phrases that can be used:

PROHIBITED TERMSALTERNATIVE TERMS/PHRASES THAT CAN BE USED
Botox, Bo-tox, Beautox, Dysport, Vistabel, Azzalure, Xeomin
Muscle Freezing/Inhibitor/ Relaxant/ Relaxing
Wrinkle Freezing/ Relaxing
Brow Freezing
Consultation for the treatment of lines and wrinkles; wrinkle treatment consultation; facial line softening; or treatments to improve the appearance of fine lines and wrinkles. 
Fat Melting, Fat Busting, Fat Busting Injections, Flab Jab, Lipodissolve and Lipolysis.Temporary toning/ tightening or, temporary body toning.
Fat DissolvingConsultation for the treatment of weight related issues.
 
If you are making weight loss statements for products that are not diet programmes, exercise, surgery, or psychotherapy, you will need to remove weight loss statements from your Advertisements and landing pages.
Saxenda, Aqualyx, Ozempic (injectables) and Rybelsus (oral), often marketed as Skinny Jabs or Skinny Pills
Temporary toning/ tightening or, temporary body toning.
Vitamin D and Injectable vitamin B12 The consultation for Vitamin Boosters/ Vitamin Injections/ Vitamin IV 

The table below sets out terms you may wish to use in your Advertising. We suggest you consult the ASA’s Website to ensure the use complies with the rules. Alternatively, we have recommended ways to use the terms that we believe enables you to promote your products and services responsibly:

TERMSCLASSIFICATION EXCEPTIONS WHERE TERM(S) MAY BE USEDRECOMMENDED WAYS OF USING THE TERM(S)
Anti-ageing/Anti-ageing treatments Reduce (or improve) the appearance of ageing skin, reduce the appearance of fine lines and wrinkles, reduce the visible signs of ageing; appear younger/more youthful; ageing skin; facial line softening; temporary facial tightening or toning; cosmetic enhancements. Using claims such as “temporary effects” or nourishing [or plumping] the skin with moisture is also acceptable.
Anti-Wrinkle Reduce (or improve) the appearance of fine lines and wrinkles, anti-wrinkle treatments, anti-wrinkle injections (use only where the treatment is ‘non-prescription-only’), wrinkle treatments; facial line softening or plumping. 
Wrinkle Reduction Can refer to Dermal Fillers/ Lip fillers being capable of temporarily reducing the appearance of fine lines and wrinkles but should not suggest either that treatment can cure or rejuvenate skin or that lines and wrinkles will be permanently eliminated. Can include phrases such as to improve/reduce the appearance of fine lines and/or wrinkles, facial line softening or plumping as well as dermal fillers/ lip fillers.
Non-Surgical Face-Lifts lifting/ body lift, Facial Tightening CACI Non-Surgical Facial(s), CACI Non-Surgical Treatments, or HIFU non-surgical facials, temporarily tones and tightens the skin; temporary facial tightening (or toning), CACI Facial Treatments, Hydradermie Lift or PDO Thread Lift. Your advertisements must not target Under 18s and must not appear in other non-broadcast media where under-18’s makes up over 25% of the audience.
Hyperhidrosis A consultation for the treatment of hyperhidrosis.
Excessive sweating Only recommended where the treatment does not involve Botox for example, surgical removal of sweat glands.
Hyperhidrosis (surgery)Cosmetic SurgeryN/A
CelluliteOnly recommended where the treatment is Endermologie, in which case you can use – to temporarily reduce the appearance of cellulite.
Mesotherapy You can only advertise this term when you are offering non-prescription only therapy. 
Inch Loss (wraps) Body Wrap, Universal Body Wrap
Body Wraps Should not encourage diet or lifestyle practices that are unhealthy. You should not, for example, encourage consumers to avoid drinking water in order to maintain the temporary effect gained from water loss. You can make general claims for temporary weight loss or inch loss but should not claim that weight can be lost from specific areas of the body that the treatment is suitable for the overweight, or that any effects will be long lasting.
 
Claims that products such as wraps can aid weight loss as a result of flushing away toxins or which suggest that an accumulation of toxins can lead to adverse medical conditions are also likely to be problematic without a robust body of evidence. 
IPL Treatments/ Laser Hair Removal Electrolysis & Laser Hair Removal (in relation to Electrolysis ads only)For Intense Pulsed Light (IPL), Epilight and Lasers use: Permanent Hair Reduction. You can also use: Hair Removal but without the reference to Permanent.
 
If you wish to use phrases such as lasers and IPL, you are required to be registered with the Care Quality Commission and provide evidence of their registration.
Rejuvenation When talking about the appearance of skin use: rejuvenate your looks; regenerate your skin’s appearance; or renew the look of your skin. 
 
When referencing the biological make-up or something deeper in the actual skin/cells use revitalise/ revitalisation for example, photo revitalisation, to improve/ reduce/ soften the appearance of fine lines and/or wrinkles; or facial line softening for superficial skin treatments refresh.
Stop Smoking Emphasis should be on helping individuals stopping rather than making them
Tooth whitening, Teeth whitening, Whiter smile, Brighter smileDentists, Cosmetic Surgery, and the following classifications: Children’s Dentistry, Cosmetic Dentistry, Dental, Dental Hygienists, Dental Implants, Denture Repairs, Dentures, Emergency Dentists, NHS Dentistry, Private Dentistry, Teeth WhiteningYou must be registered with the General Dental Council – either as an individual or as a company, you must ensure that the majority of your directors are registered with the GDC.

Businesses remain liable for any promotion in their Advertisements that breach any laws, statutes, and regulations in place, and which apply to the products as set out in Yell’s Advertising Policy and Advertising Terms & Conditions.  

We recommend you always review the information available to you on the ASA’s website.