The Advertising Standards Authority has released an updated Therapeutic and Health Advertising Code after consultation with industry, health professionals, consumer groups and the wider community. The review is part of the ASA’s routine process to keep its Codes aligned with current expectations and emerging practices.
The revised requirements apply to new advertising from 1 April 2026 and will apply to all advertising from 1 July 2026.
The Code governs advertising for medicines, medical devices, natural health products, dietary supplements and health services, along with any advertising that includes therapeutic purpose or health claims. It sits alongside existing legislation such as the Medicines Act 1981 and the Dietary Supplements Regulations 1985.
Key updates include:
• Clearer expectations for testimonials and endorsements, including user generated content and third party endorsements.
• Stronger protections for vulnerable audiences. The ASA has broadened the definition of vulnerability to include mental and physical wellbeing, as well as situational vulnerability.
• Scope to adapt to legislative change and shifting media environments.
ASA Chief Executive Hilary Souter said the updated Code remains central to the regulatory framework for therapeutic and health advertising. She noted that the new guidance strengthens consumer safeguards and supports more consistent treatment of vulnerable audiences across all media channels.
The ASA will run an industry education programme to support adoption of the new requirements. Advertisers are encouraged to review the Code now and prepare for compliance ahead of the 1 April 2026 transition for all new material.
An initial Code briefing will be held via webinar on Thursday 11 December. Additional briefings and further guidance will follow in February 2026.
More news here.
