Ask an expert

QWhy can’t I list on my website some of the health conditions my therapies can help clients with?

A: Karen Young, FHT’s Editor and Communications Manager, says: At the FHT, we are fully aware of the many physical, mental and emotional benefits different therapies can bring to clients.

However, in order to stay compliant with Advertising Codes that are written by the Committee of Advertising Practice (CAP) and administered by the Advertising Standards Authority (ASA), complementary, beauty and sports therapists are currently very limited in terms of the health claims they can make in their advertising and marketing communications. Some of the health claims considered acceptable, depending on the therapy, include: n helps relaxation; n improves mood; n aids sleep; n relieves tension; n relieves anxiety and stress; n promotes a sense of wellbeing.

However, claims that ‘X therapy may help to improve arthritis, headaches, depression (or any other medical condition or pain)’ are likely to be considered in breach of current Advertising Codes. This is because ‘The ASA and CAP consider that by referring to certain more ‘serious’ conditions, advertisers could be seen to discourage consumers from seeking essential medical treatment’.

If a complaint is made to the ASA about a health claim you have made in an advertising or marketing communication, unless you are able to substantiate this with documented ‘evidence’, it is more than likely that the complaint would be upheld and you would be asked to retract or amend your claim to bring it in line with the Advertising Codes.

It is our understanding that the evidence required by the ASA/CAP usually takes the form of randomised controlled trials (RCTs) involving a large number of subjects over a prolonged period of time. While there is a growing body of research for a number of therapies, the type of evidence required by the ASA/CAP does still present a significant challenge for our members and the industry as a whole and is something the Integrated Healthcare Collaborative (of which the FHT is a core member) is hoping to raise with the ASA again in the near future.

Meantime, please see our current advertising guidance in the Members area of our website, which you can access direct at fht.org.uk/advertising-guidance (member log in required) or visit the ASA’s website at asa.org.uk

QAre FHT’s consultation forms available in a digital format?

A: FHT’s Marketing Manager, Jade Dannheimer, says: Currently, we sell consultation forms for aromatherapy, body massage, ear candling, Indian head massage and reflexology. These are available at shop.fht.org.uk in paper format (50 forms per pack) for those who prefer working offline, or on a USB stick made from recycled paper, enabling you to print off as many consultation forms as you need. For those who just want the digital files, we can email these alongside your purchase of the USB stick for immediate use.

We have looked into making more dynamic digital versions of our consultation forms but unfortunately it would mean handling large amounts of data, which isn’t cost effective or GDPR-compliant.

There are, however, a number of practice management software providers (including cliniko.com and powerdiary.com/uk) that offer packages specifically tailored for health professionals and salon/clinic owners, which already contain patient record forms that you can customise – along with lots of other great features, such as appointment scheduling, SMS and email reminders, invoicing and payment, and more. Most software providers also offer a free or discounted trial, so that you can see if their package suits your business needs before you fully commit.

While FHT’s consultation forms are copyrighted, if you purchase these on a USB stick, you are welcome to reproduce the content in any format you like, providing this is for personal, non-commercial use (i.e. you do not sell on the content) and you are a current FHT member. This means that if you use software packages such as formsite.com or jotform.com, you can create your own electronic version and send the link to your clients. If you’re using a platform that is based outside of the UK, make sure you inform your clients before they submit their forms, to remain GDPR-compliant, for example, by stating, “The information you supply on this form will be securely transferred outside of the European Economic Area (EEA) in order to process your details”. Alternatively, you could put the content into a Word document or similar, which your client can then type the answers into and return by email. T