Don'ts

Dos

Don’t mention Botox or use indirect references to it in your ads

This includes phrases like “wrinkle-relaxing treatments”, or even things like “#brotox” of “#beautox”. This applies to posts on social media, leaflets and posters, and almost all website content.

Do watch the CAP Bitesize videos

They’ll help you understand what you can and can’t say in ads for your services.

Don’t share before-and-after photos of Botox

These are considered visual claims and break the rules – even if you don’t include any wording.

Do promote a consultation for wrinkles

You can advertise consultations for wrinkles – including on social media, in leaflets and on your website.

Don’t use celebrities or influencers

Having celebrities or influencers promote Botox still counts as advertising. And they’re not allowed to endorse any medicines.

Do promote your business

You can promote:

• your clinic and other non-POM services, such as dermal fillers
• your experience and qualifications.

Don’t advertise promotional offers on Botox

Promotional marketing is still advertising – and it’s not allowed for Botox or other POMs.

Do share testimonials

You can feature testimonials – as long as they don’t directly or indirectly reference Botox (or other POMs), or make claims you can’t prove. You must also be able to show that they’re genuine and that you have permission to use them.

Don’t assume that others know the rules

Just because you see others talking about Botox online or in ads, don’t assume they’re following the rules.

Do ask for help if you need it

If you have a question or you’re unsure about your ad or website, get in touch. You can contact our Copy Advice service [Link] and they’ll be happy to help.