Smoothing the wrinkles of the Botox – ASA ad

Botulinum toxin, like Botox and other brands (including Vistabel, Dysport, Bocouture, and Azzalure, etc.) is a prescription-only drug, which means it cannot be advertised to the public in any medium. The ASA investigated enough complaints about the direct and indirect promotion of Botox and here are some basic dos and don’ts.

Do not make direct or indirect references to botox

Remember – the ban includes references to images and hashtags such as #botox, as well as advertisements and promotions offering Botox treatment as a competition prize or as part of a treatment package. Advertisements in all media are subject to the rules. You can’t get around them by changing the name of the product (beautox is an example), or even leaving it out altogether and referring to anti-wrinkle injections if what you’re offering is Botox.

Indirect references have the same effect as direct references and readers will understand that both promote Botox.

Do not use medical professionals or celebrities to endorse drugs

The social media ads breached rule 12.18 when the ASA ruled that the reality star in the ad had the attention of a large number of people and was therefore a “celebrity”.

Don’t exploit readers’ insecurities

As well as banning Botox advertising, the ASA also considered whether this advertising was irresponsible and harmful. She concluded that advertising’s focus on women, especially mothers, exploited women’s insecurities about aging and perpetuated the harmful gender stereotype that women should look a certain way. Phrases like “back to school botox” were particularly negative.

Is there anything you can say about botox in advertising?

Advertise directly to healthcare professionals in media targeted only at them. They are defined as people who are “authorised to prescribe or supply” medicines and so are usually not beauty practitioners unless they also have these qualifications. Advertisements must not appear in media that may be viewed by the general public.

Promote consultations, if you are a clinic or pharmacy and Botox is one of the many facial treatments you offer. But it must be clear that various treatment options will be discussed and that a product will not be sold or dispensed if a client is not suitable.

Give balanced and factual informationas found in the patient information leaflet, ‘Summary of Product Characteristics’ or similar non-promotional information accompanying the product, on your website. This should not be on the home page because consumers browsing casually should not be able to easily find information about Botox or other POMs.

This AdviceOnline entry summarizes the main points to consider and the CAP Copy Advice team are happy to advise you on any specific queries – more details here.

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