Unacceptable Terms and Acceptable Alternatives
Updated 11 January 2024
Medical Terms
UNACCEPTABLE TERMS | ACCEPTABLE ALTERNATIVES |
---|---|
Addictions | Habit, Cravings, fixation |
Alcoholism (Dependence) | No Alternative Available |
Age related Macular Degeneration – AMD | No Alternative Available |
Anaemia | No Alternative Available |
Angina | Circulatory Problems |
Anorexia | Weight Management/Weight Related Issues |
Arthritis | No Alternative Available |
Asthma | No Alternative Available |
Attention Deficit Hyperactivity Disorder – ADHD | No Alternative Available |
Autism | No Alternative Available |
Blood Pressure, High | Circulatory Problems |
Bronchitis | No Alternative Available |
Bulimia | Weight Management/Weight Related Issues |
Cancer | No Alternative Available |
Cataracts | Eye Problems |
Circulation, Poor | No Alternative Available |
Chronic Obstructive Airway Disease – COAD | No Alternative Available |
Crohn’s Disease | No Alternative Available |
Compulsions | Urges, Phobia, fixation, habit, craving |
Depression | No Alternative Available |
Diabetes | No Alternative Available |
Diverticulitis | No Alternative Available |
Dizziness | No Alternative Available |
Drowsiness | Lethargy, Lethargic, Tired, Sleepy |
Drug Addiction (Substance Abuse) | No Alternative Available |
Ear Disorders, Serious | No Alternative Available |
Eating Disorders | Weight Management/Weight Related Issues |
Emphysema | No Alternative Available |
Epilepsy | No Alternative Available |
Erection Problems or Erectile Dysfunction | No Alternative Available |
Eye Disorders, Serious | No Alternative Available |
Fibroids | No Alternative Available |
Fits | No Alternative Available |
Frigidity | Relationship Problems, Sexual Counselling, Tension |
Gall Bladder Disorder | No Alternative Available |
Gall Stones | No Alternative Available |
Genito-Urinary Disorders | No Alternative Available |
Glaucoma | No Alternative Available |
Gout | No Alternative Available |
Hiatus Hernia | No Alternative Available |
Heart Disease | No Alternative Available |
Herpes Zoster (Shingles) | No Alternative Available |
Human Immunodeficiency Virus – HIV | No Alternative Available |
Hypertension | No Alternative Available |
Impotence | No Alternative Available |
Infectious Diseases | No Alternative Available |
Infertility | No Alternative Available |
Insomnia, Chronic | Trouble getting to sleep, Insomnia |
Jaw Joint Dysfunction | No Alternative Available |
Kidney Disorders | No Alternative Available |
Learning Difficulties | Concentration |
Leukaemia | No Alternative Available |
Kidney Disorders | No Alternative Available |
Malignant Diseases | No Alternative Available |
Mania | No Alternative Available |
Multiple Sclerosis – MS | No Alternative Available |
Malaria | No Alternative Available |
Memory Problems or Memory Lapses | No Alternative Available |
Menopausal Symptoms | No Alternative Available |
Menstruation, Regulation of | No Alternative Available |
Metabolic Diseases | No Alternative Available |
Migraine | Migraine Headaches |
Muscular Dystrophy | No Alternative Available |
Myopathy | No Alternative Available |
Obesity | Weight Management/Weight Related Issues |
Obsessions | Phobia, fixation, habit, craving |
Obsessive Compulsive Disorder – OCD | Phobia, fixation, habit, craving |
Osteoporosis | No Alternative Available |
Overdose | No Alternative Available |
Pancreatitis | No Alternative Available |
Paralysis | No Alternative Available |
Parkinson’s Disease | No Alternative Available |
Prostrate Problems | No Alternative Available |
Psoriasis | No Alternative Available |
Psychosis | No Alternative Available |
Polycystic Ovary Syndrome | No Alternative Available |
Respiratory Diseases | No Alternative Available |
Schizophrenia | No Alternative Available |
Senility | No Alternative Available |
Sexually Transmitted Diseases – STDs | No Alternative Available |
Skin Disorders, Serious | No Alternative Available |
Spinal Injuries | No Alternative Available |
Stroke | No Alternative Available |
Suicidal Thoughts | No Alternative Available |
Thrush/Oral | No Alternative Available |
Tonsillitis | No Alternative Available |
Tuberculosis | No Alternative Available |
Ulcer, Gastric | No Alternative Available |
Under-eating | Weight Management/Weight Related Issues |
Whiplash | No 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 TERMS | ALTERNATIVE 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 Dissolving | Consultation 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:
TERMS | CLASSIFICATION EXCEPTIONS WHERE TERM(S) MAY BE USED | RECOMMENDED 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 Surgery | N/A |
Cellulite | Only 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 smile | Dentists, 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 Whitening | You 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.