Advertising standards
Our Advertising-Standards Posture, In Plain English
Health-adjacent organisations get advertising-standards correspondence — it is part of operating responsibly in this space. This page sets out how we handle it, what we have changed historically, and the language we use today.
By The Linden Centre Editorial Team · Last reviewed May 2026
The Advertising Standards Authority (ASA) is the UK's independent advertising regulator. Any organisation that markets a health-related programme or service can expect ASA scrutiny — either through routine sampling or through third-party complaints. We take that seriously and have done since the Method launched in 1996.
This page exists for two reasons. First, so that anyone searching for 'Linden Method ASA' can find our own response in one place rather than relying on second-hand summaries. Second, so that the language we use today — and the rationale behind it — is transparent.
Our standing position
We comply with the CAP Code (the UK advertising rulebook the ASA enforces). Where the ASA has corresponded with us in the past, our standing position has been to take the feedback constructively, update the language complained of, and confirm the change in writing.
We do not pretend that no correspondence has ever occurred. Where we have received ASA feedback, we have acted on it. Anyone with a question about a specific ruling should consult the authoritative public database at asa.org.uk; we are happy to discuss any specific entry on request.
The language we use today, and why
Our current advertising language is the product of three decades of refinement. The principles we follow:
- We describe the Method as NICE Compliant and aligned with the NHS Stepped Care Model — not as 'NHS approved'.
- We cite the independent NHS Shropshire evaluation with the actual sample size (n=61), the actual statistic (Wilcoxon Z = -6.802, p < .001), and the actual analyst. We do not paraphrase those numbers into vaguer marketing claims.
- We say 'many clients report substantial improvement' rather than 'guaranteed to cure'. The 60-day refund policy is the practical backstop, not a marketing claim.
- We do not use the words 'cure', 'medical cure', 'medical treatment', or 'clinical trial' to describe the Method or its results.
- We do not use the words 'amygdala', 'peer-reviewed', or 'clinically verified' in current content, regardless of historical use.
How we handle new ASA correspondence
When the ASA writes to us, the process is straightforward: we acknowledge within their stated window, supply the evidence they request, and either defend the specific language or update it. Where we update, the change is implemented across all properties in the Linden Group — not just the site that received the correspondence.
If a third party has complained to the ASA about an advertisement they believe we have run, we welcome the opportunity to respond on the substance. That is exactly what the ASA process is for.
What this page is not
This page is not an attempt to litigate any specific historical adjudication. It is a statement of how we engage with the regulator and the language standards we hold ourselves to today. If you have read a claim about an ASA ruling that you would like to verify, the ASA's own rulings database at asa.org.uk is the authoritative source — please consult it directly. If you have read a claim that turns out not to correspond to anything in that database, we would be grateful if you would tell us where you saw it.
Frequently asked
- Has the ASA ever upheld a complaint against the Linden Method?
- The authoritative public record of all ASA adjudications — upheld, partially upheld, not upheld, and informally resolved — lives at asa.org.uk. We refer anyone with a specific question to that database. Our standing policy has been to act on any feedback received and update the language complained of.
- What do you do differently now compared to your earlier advertising?
- The principal change over the last decade has been precision of language: replacing aspirational marketing phrases with verifiable, specific claims tied to the independent NHS evaluation and the actual programme outcomes. The bullet list above sets out the words and concepts we deliberately do not use.
- Does the ASA process give you any reason to trust the Linden Method?
- No regulator endorses any specific programme — that is not what they do. The ASA exists to police advertising claims. Our argument is that thirty years of operating without ever being shut down by any regulator, combined with the published evidence and the 60-day refund policy, is a more useful guide than any single adjudication on advertising wording.
- Where do I report an advertisement of yours I think is misleading?
- To the ASA directly at asa.org.uk — and, ideally, to us at questions@thelindencentre.org in parallel, so we can respond on the substance and correct anything that warrants correcting.
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Ask us directly
If you have a question about our advertising, our claims, or the evidence behind them, we would rather you ask us than read someone else's summary.