Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
This section should be read in conjunction with the entry on Health therapies: General
What is crystal therapy?
CAP understands that the theory behind Crystal Therapy is that it adjusts a patients’ aura which can have an impact on their physical and mental health. Some therapists also claim that the therapy can help to treat medical conditions.
What claims are likely to be a problem?
The ASA and CAP have not seen evidence that crystal therapy can be used to treat medical conditions and such claims are not likely to be acceptable without a body of robust clinical trial evidence. See CAP Guidance on Substantiation for health, beauty and slimming claims.
In 2013, the ASA considered claims on a website which implied that crystals could be used to help heal a number of health conditions including Alzheimer’s, Asperger’s, asthma, depression and heart conditions. The advertiser accepted that they did not hold clinical evidence to support the claims being made and the ASA subsequently ruled that the ad was misleading (Spirit Walker Crystals, 17 April 2013).
Similarly, an ad which made a general reference to the “healing power” of crystals was found to be misleading because clinical evidence was not available to support such a claim (Octopus Publishing Group, 19 October 2005).
What about conditions for which medical supervision should be sought?
Evidence aside, marketers should avoid claims to diagnose or treat those medical conditions which should be treated under the supervision of a suitably qualified health professional. Claims to treat such conditions could result in consumers being discouraged from seeking essential medical treatment (rule 12.2). See CAP Guidance on medical conditions.
Marketers who do not hold the type of evidence the ASA and CAP would expect to see to support claims to treat medical conditions are advised to view this CAP Guidance.