Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
CAP understands that Botulinum toxin or ‘Botox’, is injected, usually into the face, to temporarily ‘paralyse’ the muscles. The muscles cannot contract so Botox has a temporary effect on the reduction of fine lines and wrinkles. Because it is a prescription-only medicine (which should be injected by a suitably qualified health professional), Botox cannot be advertised to the public as per rule 12.12 (MyCityDeal Ltd, 14 March 2012; Skinboost, 22 February 2012; Beauty a la Maison, 14 December 2011 and West of England Laser Centre, 4 August 2004). If they offer other injected treatments as well as Botox, marketers may advertise using the term “cosmetic fillers” or “injected fillers”. They may not name Botox directly or describe the treatment in any way that would imply Botox (for example, Beautytox or Beautox).
Marketers should also be careful to avoid implying that their product achieves results comparable to Botox, through, for example, picturing syringes or suggesting that their product negates the need for Botox (Direct Beauty Products Ltd t/a Buycosmetics.com, 19 August 2009 and John Mills Ltd, 6 May 2009).
References to treating “excessive sweating” (or Hyperhydrosis) are unlikely to be acceptable because they are an indirect promotion of Botox.
Botox may, however, be advertised directly to the medical, dental, veterinary and allied professions (Rule 12.12).
See: Department of Health guidance for further information.
See ‘Medicines’ and ‘Anti-ageing: Treatments using Fillers’.
Last modified : 02 May 2012