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. Furthermore, you are also not permitted to the use term ‘Botox’ on the homepage of your website either.
According to the ASA, while it is acceptable to make references to Botox, you must ensure that it is done in a factual and correct way; without creating any bias.
When creating advertisements regarding Botox, 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 reflect the content of the ‘Summary of Product Characteristics’ that are authorised for Botox as part of the product’s medicine license”.
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 feel that you can refer to the term ‘Botulinum Toxin’ if done in a responsible way. For example ‘What is Botulinum Toxin?’ would be responsible use of the term. However ‘Half price off Botulinum Toxin injections’ would be likely to get you into some trouble.
Another way to get around the use of Botox in marketing, is to perhaps abbreviate it as ‘BTX’.
Other terms you can use which are perfectly acceptable:
- Wrinkle Removal
- Wrinkle Removing Injections
- Wrinkle Relaxing
- Wrinkle Relaxing Injections
- Wrinkle Softening
- Wrinkle Softening Injections
- Anti-Aging Injections
- Anti-Wrinkle Injections
- Forehead Smoothing Injections
This is an example of a Botox Leaflet Design we made for Oatlands Dental Lounge in Weybridge.