View our Covid-19 resources; keeping your patients safe and informed.

Advertising Botox: Google Ads

21st May 2019 | | Pay Per Click

Can I advertise Botox?

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.

Guidelines for advertising Botox treatments

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.

The ASA (Advertising Standards Authority) states the following:

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.

Is it possible to run Google Ads for Botox treatment?

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.

Need help?

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.



More posts from our team

Previous Post:
Next Post:

Back to all news

Five Star
Reviewed Marketing
"The team at dental design (especially Rosie) are absolutely fantastic and are always on hand to help. They are professional, friendly and extremely efficient. Rosie always gets back..." KiKi Wilmot View Full Testimonial
"absolutely fantastic and are always on hand to help"
"Dental Design are fantastic to work with, our website is amazing and the support they provide is second to none. Our account manager Rosie L is a fabulous point..." Luke Lucas View Full Testimonial
"Dental Design are fantastic to work with"
"Having worked with the Dental Design team for the last six months, I've found them not only helpful, but friendly and approachable too. I bombard Marcus with regular..." Sophie Harper View Full Testimonial
"always met with a swift and professional response"