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Can I Advertise Botox On Social Media?

13th January 2020 | | Social Media

The Advertising Standards Agency (ASA) has announced that from the 31st January they will be actively monitoring Social Media accounts in a bid to crack down on the advertisement of Botox.

Dental Practices now need to make sure that any adverts or posts on social media platforms do not mention Botox treatments.

Why Can’t I use the word Botox on Social Media?

Botulinum Toxin, the active ingredient in anti-wrinkle injections is a Prescription Only Medicine (POM). The advertisement of a POM is against the Committee of Advertising Practice’s (CAP) guidelines. Therefore, adverts for Botox are in breach of this.

It’s important to remember that while Botulinum Toxin is most commonly known as Botox, other brands include Vistable, Dysport, Bocouture, and Azzalure.

How does this affect my social media campaign?

The CAP’s regulations state that the promotion of Botulinum on social media is not allowed. This includes paid ads, posts on your pages and as a part of influencer marketing.

What do I need to do?

  1. Remove any reference to Botox from your social media posts and adverts. This includes direct and indirect mentions and any obvious reference to Botox. Do not use Botox and other terms in images and hashtags, as well as promotions such as open evenings or as a prize for competitions.
  2.  Do not indirectly refer to a POM by using vague terms such as ‘anti-wrinkle injections’. The ASA could still see this as advertising for a POM.
  3. Do not create posts or ads that have the term ‘anti-wrinkle injections’ with a price that refers to a POM, as the ASA will view this as an advert.

How can I advertise facial aesthetic treatments on social media channels?

Overall, Botox and other POMs cannot be advertised to the public on social media channels.
However:

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