Protecting the osteopathic title: A joint message from the General Osteopathic Council and the Advertising Standards Authority

The General Osteopathic Council (GOsC) and the Advertising Standards Authority (ASA) have issued a joint statement reaffirming their shared commitment to maintaining high standards in the advertising of osteopathy and protecting the public from misleading claims.

Both organisations emphasised that responsible advertising is central to public trust. Ensuring that promotional material is legal, decent, honest and truthful helps safeguard patients and supports the integrity of the osteopathic profession.

The statement highlights growing concerns about unregulated individuals using, or associating themselves with, the protected title osteopath without being registered with the statutory regulator. According to the GOsC and ASA, this practice risks misleading the public about a practitioner’s status, qualifications and experience, potentially placing patients at risk of harm.

The ASA considers complaints about advertising that may mislead the public regarding who is providing osteopathic services. It has the authority to ban advertising that is irresponsible or inaccurate. Members of the public can raise concerns about misleading advertising by unregulated individuals through the ASA’s complaints process.

The GOsC reviews notifications relating to potential breaches of Section 32 of the Osteopaths Act 1993, which protects the use of the osteopathic title. Where appropriate, the regulator can issue cease-and-desist letters and, in the most serious cases where it is in the public interest, pursue private prosecutions.

The ASA is the UK’s independent regulator of advertising across all media, including claims made on websites and social media. It enforces the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (the CAP Code), taking action against misleading, harmful or offensive advertisements.

The joint statement is endorsed by Matthew Redford, Chief Executive and Registrar of the General Osteopathic Council, and Guy Parker, Chief Executive of the Advertising Standards Authority.

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