Wellness practitioner advertising: what you can say, and what to avoid

What can a wellness practitioner claim?

Clients often come to you with tension, stress, aches or poor sleep, and it is natural to want to say “I can help”. The question is how you say it: stay on the side of wellbeing and support, not treatment.

This guide covers the four risks (medical vocabulary, promised results, titles and qualifications, client reviews), then gives ready-to-use wording for your website, Google profile and social media.

The UK rules: CAP Code and ASA guidance

Advertising in the UK, including your website, social media posts and Google profile description, must follow the CAP Code. The ASA’s advice for therapists is consistent:

• Massage and bodywork: claims about “relieving everyday stress, helping relaxation, aiding sleep and promoting a sense of well-being” are likely to be acceptable. Claims beyond these are likely to need robust documentary evidence, most likely clinical trials.
• Medical conditions: practitioners should not refer to the diagnosis or treatment of conditions that need medical supervision, unless a suitably qualified health professional is involved.
• Claims about conditions in general: saying a therapy can diagnose, treat, help with or cure a condition is unlikely to be acceptable unless you are suitably qualified for that condition and hold robust evidence (CAP rules 12.1 and 12.2).

The ASA suggests reframing towards general wellbeing. Its own example: “Aromatherapy massage can help people suffering from insomnia” becomes “Aromatherapy massage can aid restful sleep.”

Wording to avoid, and safer alternatives

Titles and qualifications: leave no doubt

Your presentation should never suggest you are something you are not:

• Do not use the title of a health profession you do not hold, or words designed to blur the line.
• Avoid “clinic”, “patient” or “medical consultation” if you are not a health professional: say “session”, “client”, “treatment room” or “studio”.
• Describe your training as it is: exact course name, provider and length. Do not present a short private course as a medical qualification.
• If you are also a registered health professional, keep the two activities clearly separate in your marketing.

About [name]

Massage therapist since [year], trained in [exact course name] ([provider], [length]). I welcome you in [town] for relaxing treatments: aromatherapy massage, back massage, seated massage.

My sessions are about relaxation and wellbeing. They do not replace medical advice or treatment, and I do not diagnose. If you have a health concern, please speak to your GP.

Diagnosis and medical advice: where to stop

• Do not tell clients what condition they “have”
• Never advise stopping, reducing or replacing prescribed treatment
• Do not offer to treat serious illness
• Do not present supplements as a treatment
• Refer clients who need medical help to their GP or to urgent care

Good habits: a short intake question (“Are you under medical care for any condition? Anything I should know before the treatment?”), and a clear line when in doubt: “I’d suggest checking with your GP before we book.” Keep only the health information you really need, store it securely, and never mention it publicly.

Reviews and testimonials

Client reviews can say what you are not allowed to claim: “no more migraines thanks to her”, “he fixed my back”. Two rules:

1. Do not reuse those phrases in your advertising: once you feature them, the claim becomes yours. The ASA notes that testimonials can support “sensory” claims (how a treatment feels), not medical ones.
2. In your reply, confirm nothing medical and never mention the client’s health: reviews are public.

Thank you so much [name], I am delighted you enjoyed your treatment and left feeling relaxed. Looking forward to seeing you again!

When asking for reviews, Google’s rule applies as for everyone: ask all clients, offer nothing in return, and do not ask only the happy ones.

Reflexology, aromatherapy, relaxation: therapy by therapy

The same logic applies to every therapy, but the ASA has written specific advice for some of them.

Reflexology

The ASA says claims about the relaxing effect of this hands-on therapy are likely to be acceptable, as are claims that it can “improve mood, aid sleep and promote a sense of wellbeing”. It also states that the ASA and CAP have yet to be provided with clinical evidence for the efficacy of reflexology, so other health claims, stated or implied, are likely to be a problem. Foot maps showing organs “linked” to areas of the foot are best kept out of your advertising if they suggest a medical effect.

Aromatherapy massage

Present it as a massage with scented oils for relaxation and comfort. The ASA’s own rewording example applies here: “can aid restful sleep” rather than “helps people suffering from insomnia”.

Relaxation and breathing techniques

Talk about learning to relax, breathing calmly and taking time out from a busy day. Avoid presenting sessions as a treatment for anxiety disorders or depression, which are medical conditions that need proper care.

Offers and gift vouchers

Seasonal offers are a good way to fill quiet weeks, and they follow the same rules: “A relaxing massage to unwind before the holidays” works; “Beat winter colds with our immune-boosting massage” does not. Gift vouchers should state what is included, how long they last and how to book.

Practising in France: the French rules

If you work in France, three points matter:

• The word “massage”: since the health law of 26 January 2016 removed “massage” from the definition of the physiotherapy profession, the Ministry of Health has stated (answer published on 1 November 2016) that non-therapeutic massage whose main purpose is wellbeing can be carried out without being a physiotherapist. Rehabilitation massage remains reserved for physiotherapists.
• Promises of cure: the French Consumer Code lists, among practices always deemed misleading, falsely claiming that a product or service can cure illnesses (article L121-4).
• Illegal practice of medicine: diagnosing or treating illnesses without being a doctor is a criminal offence under the French Public Health Code (articles L4161-1 and L4161-5).

Wording ready to copy

Google profile description (750 characters max)

[Name], massage therapist in [town]. Relaxing aromatherapy massage, back massage, seated massage and relaxing foot reflexology, in a calm treatment room in [area]. Sessions of 30 to 90 minutes, by appointment, [days]. Time for you, to ease everyday tension and look after your wellbeing. Treatments do not replace medical care. Book online.

Website disclaimer

Our treatments are for relaxation and wellbeing. They are not a diagnosis, a medical treatment or a substitute for medical advice. Never change a treatment without speaking to your doctor.

Proofreading checklist

• No illness presented as something you treat or cure
• No “cures”, “treats”, “heals”, “detoxes”, “guaranteed results”
• No “clinical”, “medical”, “patient” unless you are a health professional
• Training described with its exact name
• A “does not replace medical care” line on your website
• No review with a medical claim reused in your advertising
• No client health information in your review replies

This guide for your trade

• Website for massage and wellness
• Online booking for massage and wellness
• Google reviews for massage and wellness

Go further

• How to get clients as a wellness practitioner
• Wellness practitioner prices
• Online reviews: what the law says
• Google Business description examples
• Website for massage and wellness practitioners