Advertisment
Under medical cosmetic treatments the following information was provided:
“Botox Treatments – Subtle, Natural, Effective
At our clinic, we specialise in delivering natural-looking Botox…Results that enhance your appearance without compromising your unique expressions. Botox works by temporarily relaxing targeted facial muscles…We offer a curated selection of medical-grade botulinum toxins tailored to suit different goals, skin types, and budgets…”
The above information was accompanied by a video entitled:
“Botox treatment with Dr. {Name Redacted}”.
Complaint
The advertising content came to the attention of the ASA via its monitoring programme.
The ASA Executive challenged whether the references to ‘Botox’ and ‘Botulinum toxin’ were compliant with the Code requirement that prescription only medicines may not be advertised to the public.
Response
The advertisers initially failed to provide a response. On receipt of the draft adjudication, they said they were in the process of removing the word ‘Botox’ from all of their advertising platforms.
Conclusion
The Complaints Council expressed concern at the advertisers’ delay responding to the ASA’s correspondence. They noted that the advertising had been amended at the time of adjudication.
The Council noted the initial advertisement had promoted a treatment using a prescription only medicine (‘Botox’), and that the Code required that “Prescription-only medicines may not be advertised to the public”.
In view of the fact that a prescription only medicine was advertised and in light of the delay in responding by the advertisers, the Council concluded that the advertisement was in breach of Code Sections 3.10 and 11.16.
Action Required:
As the advertising had been amended, no further action was required.
The Council reminded the advertisers that the adjudication applied to all media.
