Botox is a trademark of a botulinum toxin product. This toxin is a prescription only medicine (POM) and is not legally allowed to be advertised. The ASA state that Botox is prohibited to be advertised to the public, whether directly as a product to purchase, or indirectly as a treatment. Therefore, when advertising anti-wrinkle treatment on your website, care must be a taken around the use of the terms.
The ASA guidelines say that no use of the term Botox should be used on the homepage of your website in the following ways:
– No reference to Botox or Botulinum Toxin
– No use of logos
– No mention of a Botox or Botulinum Toxin in a testimonial
– No use in hover text
– No use in small text in the footer
– No link to a site that promotes a Botulinum Toxin
These guidelines are for the homepage of your site. Therefore, it is acceptable to use the term in an inner treatment page. On the homepage, refer to the treatments as anti-ageing, anti-wrinkle or facial aesthetics.
While advertising Botox is prohibited, there are some methods that would be acceptable on the website. Here are the guidelines from the ASA:
Clinics may provide information about Botox treatment in the context of offering consultations for the treatment of lines and wrinkles. Focus any advertising materials on this rather than the product itself.
Using a celebrity or health professional to endorse a POM is in breach of advertising regulations.
Make sure that any claims made on your website about the effective treatment of Botox are factual and realistic. Use the patient information leaflet to find the information and don’t make any unrealistic statements about what the treatment can achieve.
If you need help advertising your facial aesthetic treatments Dental Design can help! Call us on 01202 677 277 or contact us here to discuss your needs.