Many Dental Practices now offer facial aesthetics as part of their cosmetic treatment range. It’s a booming industry and are great aesthetic treatments to offer alongside cosmetic dentistry. Patients that have just had their teeth whitened may well love to have plumper lips, and vice versa.
Many dentists are keen to promote these treatments to increase awareness and drive enquiries. A great tool for this is of course Google Ads. However, many practices are not clear on the legalities of advertising Botox through Pay Per Click advertising on Google.
It is important to remember that Botox is a trading name for one type of Botulinum Toxin. Botulinum Toxin is a prescription only medicine (POM), for which it is illegal to advertise.
Botox is a prescription-only medicine (POM) and as such, cannot be advertised to the public (rule 12.12) (Venus Beauty Lounge, 5 August 2015 and MyCityDeal Ltd, 14 March 2012). In traditional non-broadcast media, such as leaflets, press ads, brochures, posters and even on sponsored ads, the ASA considers almost every reference to Botox and other botulinum toxin products as promoting a POM and therefore a clear breach of rule 12.12.
However, they go on to state:
Marketers who offer injected treatments which aren’t POMs in addition to offering Botox may advertise using the term “cosmetic fillers” or “injected fillers”. They should, however, ensure they don’t refer to Botox directly or describe treatments in any way that may imply Botox is being offered.
These statements explain that advertising facial aesthetic treatments is allowed – it is just the use of the medical terms Botox and Botulinum Toxin that is not, as they are prescription only medicines.
Running a successful Google Ads campaign for Facial Aesthetics is achievable. When setting up the campaigns, you must ensure that the terms Botox, Botulinum, Botulinum Toxin, or Toxin do not appear anywhere on the page you are pointing to. Not only will this breach the ASA guidelines, but Google will also not allow your ads to be shown.
It’s also a good idea to carry out research on the most commonly used terms related to Botox in your area. You are able to include terms such as ‘Facial Aesthetics’, ‘Cosmetic Fillers’ etc. on your landing page and in Ad text. So, you can use the best-performing terms in your area to target a similar audience.
If you need help running an Ads campaign for Botox treatment just get in touch! Our experienced team can set up and manage a successful campaign.