Botox is a prescription-only-medicine which means that it is prohibited by law from being advertised to the public. This includes being advertised as part of a service, as a product that is for sale or directly advertising Botox. Additionally, you cannot add a ‘anti-wrinkle treatment’ hyperlink that simply leads directly to extra promotional content about Botox – the Advertising Standards Authority (ASA) takes a hard line on this.
According to the ASA, you can advertise the “consultation” rather than prescription medicine (in this instance Botox). Any references to Botox should be incidental, balanced and factual.
When creating advertisements, you must ensure that you take special care when referencing Botox in the content on your website as a number of businesses have been known to be warned by the ASA for using the term and advised to remove any such advertising.
The ASA indicate that advertisers are allowed to make references to Botox online but they have to be “factual references to Botox as a possible treatment option and it is clear that the consultation may or may not lead to the provision of Botox”.
Moreover, Botox is only licensed for cosmetic use on the ‘glabellar’ lines – the vertical line on the forehead between the eyes. Despite Botox being used to treat other lines and wrinkles, it is actually not licensed for that sort of usage; therefore, any claims that don’t contain entirely factual information will breach the Advertising Code.
At Digimax Dental, we believe you can mention the consultation for wrinkle treatment along with other treatment options. Do ensure you promote the “consultation” not the product. Any word plays on ‘tox’ such as Beautytox, Beautox, Brotox where there is an obvious reference to Botox will also be in contravention. No substitution of the above terms can be made which may also refer directly to POM’s such as wrinkle relaxing injections. This is ‘indirect’ promotion of a POM and not allowed either. No use of hashtags either, which contain POMs e.g #botox
Dental Marketing Agency