Over the last four years, the Nightingale Collaboration has given the Advertising Standards Authority possibly their most difficult challenge: curbing the misleading claims made on complementary and alternative therapy websites. But as a result, many practitioners have realised their responsibilities and taken down long lists of ‘what homeopathy can help with…’, ‘how craniosacral therapy can cure your baby’s colic’, etc, etc. Some, however, continue to defy the regulator.