At Treatwiser, we are committed to ensuring that all content is up to date and adheres to the latest legislation and regulations including the CAP code.
This includes listings and posts for which therapists and authors are responsible for ensuring comply with our guidelines and the ASA’s CAP code. Therapists are also expected to keep their listings up to date with the latest information (e.g., professional body membership status).
What are Treatwiser’s listing guidelines?
- As the advertiser, therapists are responsible for ensuring their listing is up to date, truthful and not misleading. As the portal site, Treatwiser also has a responsibility and takes this very seriously including through our robust approvals and verification process.
- All listings must comply with the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) which governs what you can and can’t say when marketing your services online. The two most important rules from the CAP code for therapists creating a listing to observe are Rules 12.1 and 12.2.
- Therapists are encouraged to share as much as information as possible with potential clients as long as it is in line with the latest advertising legislation and regulation. At a minimum, we require therapists to include full name or name of practice, category, address, and Google Maps address.
- Therapists are not allowed to mention medical conditions in List A as this is a breach of the CAP code. The list highlights several potential exceptions for therapists of certain disciplines.
- Therapists are not allowed to mention medical conditions in List B unless there is robust evidence, otherwise this is a breach of the CAP code. The list highlights several potential exceptions for therapists of certain disciplines.
- Therapists can share the details of general situations in which a patient may seek advice on therapy, for example, while recovering from an operation.
- Therapists can only include efficacy claims if they are supported by robust evidence.
- Therapists should avoid using words such as “cure”, “heal”, “treat” and / or “treatment” on their listing.
- Therapists can only make efficacy claims if they are supported by robust evidence and do not appear on List A. We recommend using broader phrasing relating to wellbeing and not specific conditions.
- Therapists can include reviews and personal testimonials as long as they truthful and don’t refer to specific conditions from List A.
- Treatwiser reserves the right to make essential changes to, disapprove or de-list any listing that does not meet our guidelines. In such cases, therapists will be given the opportunity to make the necessary changes for their listing to be approved.
What is the Advertising Standards Authority?
The Advertising Standards Authority (ASA) is the UK’s advertising regulator. It is responsible for supervising advertising standards in the UK.
What is the CAP code and why is it relevant?
The ASA aims to ensure that all marketing communications are legal, decent, honest and truthful. As such, it is responsible for creating, revising and enforcing the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code). This code governs exactly what you can and can’t say when marketing your services online.
Who is responsible for CAP code compliance?
Both the therapist as the advertiser and Treatwiser as the portal site are responsible for CAP code compliance. We take our responsibility to ensure all our therapist listings are compliant very seriously. To this extent, we have built multiple quality control checks into the listing process including a robust approvals and verification process.
Why must therapists comply with CAP?
Firstly, it is the right thing to do. We want to ensure that visitors to our site can trust the information they read.
Secondly, you are required by the CAP code and the law to ensure that your advertisement is truthful and not misleading.
Finally, the ASA investigates complaints lodged about advertisements that may not be compliant with the CAP code. They investigate such complaints seriously and if found to be in the wrong, may force advertisers to take action (e.g., remove listing) and / or pay fines.
What parts of the CAP code are relevant for my therapist listing?
We recommend that you familiarise yourself with the entire CAP code. However, the most important rules for therapists creating a listing to observe are Rules 12.1 and 12.2.
These rules apply to marketing communications for medicinal products and services such as medicines, medical devices, treatments, health-related products and beauty products.
Rule 12.1 requires objective claims to be backed by evidence. Rule 12.2 prohibits marketers discouraging essential treatment for conditions for which medical supervision should be sought.
What information can I include on my profile?
Therapists should share as much as information as possible with potential clients as long as it is in line with our guidelines and the latest advertising legislation and regulations
Which medical conditions can and can’t I mention?
The CAP code introduces two lists: 1) List A which identifies medical conditions for which medical advice from a suitably qualified person should be sought, and 2) List B which identified identifies conditions which can be legitimately be referred to in marketing communications without breeching Rule 12.2.
Therapists are not allowed to mention medical conditions in List A as this is a breach of the CAP code. The list highlights several potential exceptions for therapists of certain disciplines.
Therapists are not allowed to mention medical conditions in List B unless there is robust evidence, otherwise this is a breach of the CAP code. The list highlights several potential exceptions for therapists of certain disciplines.
Therapists may be allowed to mention medical conditions not covered in List A and List B but they must not make any efficacy claims unless they are supported by robust evidence.
How can I discuss what people may seek advice for?
Therapists can share the details of general situations in which a patient may seek advice for. For example, while recovering from an operation. Therapists must follow the guidelines on mentioning medical conditions from previous question.
Are there any words or phrases I should avoid using?
Therapists must avoid using words such as “cure”, “heal”, “treat” and / or “treatment” on your listing in relation to any condition. This rule applies even if used in relation to a claim for treating a medical condition that can be supported by robust evidence.
Can I include efficacy claims in my listing?
Therapists can only make efficacy claims if they are supported by robust evidence and do not appear on List A. We recommend using broader phrasing relating to wellbeing and not specific conditions.
For example:
- Promotes a sense of general well-being
- Helps relaxation
- Improves mood
- Aids sleep
- Relieves tension
- Relieves anxiety and stress
Can I include reviews or personal testimonials on my listing?
Therapists can include reviews and personal testimonials as long as they truthful and don’t refer to specific conditions from List A. They must also not state or imply that it has treated, healed or cured a condition that cannot be verified through a reputable and widely recognised methodology (e.g., medical journal). Small scale or personal studies are considered widely recognised methodologies.
Useful Resources
- The CAP Code
- List A – Conditions for which suitably qualified medical advice should be sought.
- List B – Conditions for which evidence could be sought by the ASA or CAP