Making Claims in your Marketing (from STAT, 2025)
From time to time we like to remind all teaching members about the types of claims we can make; this email gives some useful links to advertising guidelines and what can and can’t be said in our marketing material, including testimonials. We are also attaching a copy of an article STAT Council and the Research Group wrote for the January 2023 STATNews concerning claims about Alexander Technique’s possible effect on anxiety and stress. Click on the document at the bottom to enlarge
STAT’s advice to teachers is to:
    use either the Advertising Standards Authority (ASA) wording -https://www.asa.org.uk/advice-online/health-alexander-technique.htm (Please note: Committee for Advertising Practice (CAP) has worked with the STAT Research Group (SRG) to agree what claims are likely to be acceptable and what are likely to be problematic when advertising the Alexander Technique). 
    Or the wording the CNHC agreed with the CAP Copy Advice Team -https://www.cnhc.org.uk/what-we-do#gsc.tab=0 or 
    use the free CAP Copy Advice service - https://www.asa.org.uk/advice-and-resources/bespoke-copy-advice.html if they want to make any specific claims and; 
    importantly read CNHC’s Advertising Guidance which includes clarification about when testimonials constitute advertising -https://www.cnhc.org.uk/uploads/asset/file/34/Advertising-guidance.pdf
Please note: the CNHC links above are useful and available to all, whether you are a member of the CNHC or not. 
In terms of other claims we can make as Alexander Technique Teachers, we are unlikely to be challenged where there is strong randomised clinical trial evidence (e.g. chronic back pain, chronic neck pain and motor problems associated with Parkinson’s). For anything else, please consider how you talk about how Alexander Technique is beneficial – e.g. describe the research rather than make claims.
With kind regards,
Mary Hill
on Behalf of STAT Council
STAT © 2025