Health: Acupuncture – Committee of Advertising Practice

Health: Acupuncture - Committee of Advertising Practice

The British Pain Society and British Geriatric Society have collaborated to produce comprehensive pain management guidelines based on an extensive systematic review of the available literature by a professional multidisciplinary group. Guidance on the management of pain in older people. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority. It should, however, be borne in mind that there are vast differences in the definition of chronic pain used in the prevalence studies. Delay to diagnosis and missed presentation were strongly associated with disease progression at time of diagnosis. The lifetime direct treatment costs of a cohort of people from onset of PHN to resolution of the disease or death were calculated. Therefore, CAP advises that marketers should not claim to treat (or discourage essential medical treatment for) any conditions for which medical supervision should be sought (Attilio D’Alberto and Virtual Tapestry Ltd, 22 May 2013).

Health: Acupuncture - Committee of Advertising Practice
Owing to her experience, strong empathy for her patients, and her ability to integrate Eastern and Western medicine, Dr Jamieson is doctor to some of the world’s most famous rock stars, including Mick Jagger, Kylie Minogue, Il Divo, Greenday, Fergie of The Black Eyed Peas, Coldplay, The Eagles, Duran Duran, and the Lady GaGa team. Approximately one in ten cases of severe GAS infection… traumatic chest wall injury, herpes zoster infection) is not considered once myocardial ischaemia has been excluded. Risk factors for development of post-herpetic neuralgia (PHN), a complication of shingles, are now well understood and existing guidelines advise the use of antiviral drugs within 72 hours of rash appearance to reduce duration of PHN for patients at high risk. sinusitis, asthma – Hypertension (High blood pressure)”. Pain is more prevalent in older women. For the remainder, it submitted a significant body of evidence, some of which the ASA submitted to be reviewed independently by an expert.

Although the evidence demonstrated that acupuncture could be effective in the relief of pain associated with some conditions, the ASA considered that the advertisers went further than the evidence supported and concluded that the ad was misleading (University College London Hospitals t/a The Royal London Hospital for Integrated Medicine, 12 June 2013). Non-steroidal anti-inflammatory drugs (NSAIDs) are effective analgesics but great caution is needed when they are used with older people because of their side-effect profile. Regional patterns in transmission risks may be of more importance to clinicians than national epidemiology. Claims that acupuncture can help detoxify the body, improve blood circulation, increase metabolism,  boost energy, deal with feeling blue, general facial pain, trouble sleeping, elbow pain or shoulder pain are likely to be problematic. It is possible to advertise the purely sensory effects of acupuncture and make claims about well-being and well-feeling or to use phrases such as “feel revitalised”, “more positive” or “relaxed”. The ASA is yet to be presented with appropriate evidence that acupuncture can be beneficial for those suffering from dental pain and nausea and advertisers should ensure they hold robust evidence before making such claims. Marketers occasionally claim that acupuncture can help delay or prevent ageing.

To date, neither CAP nor the ASA has seen evidence that acupuncture can slow down, reverse or relieve the superficial signs of ageing or heal scarring. Data on VZV is provided in Scotland via the Centre for Infection and Environmental Health, which has a national reporting system that includes VZV.

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