EMCAT Applauds ASA's Historic Action Against Misleading Addiction Treatment Advertising

The Ethical Marketing Campaign for Addiction Treatment (EMCAT) has strongly praised the Advertising Standards Authority (ASA) for its bold stance against unethical marketing within the addiction treatment referral sector. Seven recent rulings have exposed harmful and misleading practices that have been exploiting vulnerable individuals and severely undermining public trust.

In an unprecedented move, the ASA upheld complaints against seven major companies: Which Rehab Ltd, Help 4 Addiction, Rehabs UK, Rehab Guide, Action Rehab, Serenity Addiction Centres, and UK Rehab. These companies were found to engage in systemic practices that misled consumers, including:

• Misrepresentation of Roles: Companies falsely presented themselves as direct service providers or impartial advisors without revealing their true commercial intent.

• False Affiliation Claims: Logos from respected organisations, such as the NHS and Care Quality Commission (CQC), were used to imply false regulation or endorsement.

• Exaggerated Promises: Ads falsely claimed the availability of local, accessible services or expertise, creating misleading expectations for those seeking help.

  
  

These rulings have forced the companies to revise their advertising practices, ensuring greater transparency, removing misleading claims, and adhering to stricter standards. Altogether, the seven companies were found to have breached the CAP codes 17 times.

(The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) is the rule book for non-broadcast advertisements, sales promotions and direct marketing communications (marketing communications).

“This is just the beginning,” says Evelyn McKechnie, Operational Manager of EMCAT. “It’s unprecedented to see so many rulings published in one day, targeting ads that exploit some of society’s most vulnerable individuals.”

EMCAT urges other regulators, including the Care Quality Commission (CQC) and the Information Commissioner’s Office (ICO), to take further action and address these systemic issues. There is a need for stronger enforcement and legislative reform to prioritise patient welfare and protect individuals from unethical practices in the sector.

https://www.emcat.org/post/the-asa-rulings-form-part-of-a-wider-piece-of-work-on-rehab-clinic-referral-companies-by-emcat