Advertisment
Information provided under the ‘Face’ treatment tab on the website in relation to ‘Anti-Wrinkle Injections for Men’ included a section on “Frequently asked questions.” The following question and answer formed part of what was published:
“What are Anti-Wrinkle Injectables?
Botulinum Toxin A is the most popular non-surgical cosmetic treatment, with more than six million treatments administered each year. It is a neurotoxin derived from Clostridium botulinum; an organism found in the natural environment where it is largely inactive and non-toxic. Botulinum toxin A is used to reduce fine lines and wrinkles by paralyzing the underlying muscles…”
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 failed to provide a response.
Conclusion
Complaint upheld.
The Council expressed concern at the advertisers’ failure to respond to the ASA’s correspondence. They reminded them that there is an onus on advertisers to ensure that their advertising is in conformity with the Code.
The Council noted the advertisement had promoted a treatment using a prescription only medicine (‘Botulinum Toxin’), 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 the absence of a response from the advertisers, the Council concluded that the advertisement was in breach of Code Sections 3.10 and 11.16.
Action Required:
The advertisement should not be published in the same format again.
The Council reminded the advertisers that the adjudication applied to all media.
