Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.

The ASA accepts that some cosmetic products can help to give skin a more youthful appearance (see ‘Anti-Ageing: Creams’) by temporarily reducing the appearance of fine lines and wrinkles. We accept similar claims for “fillers”, such as Collagen, Restylane and Perlane, that can be injected under the skin.

Unlike Collagen, which is made up of protein, Restylane and Perlane consist of Hyaluronic Acid (HA), which attracts water once injected into the skin. Through binding with water, the skin temporarily has a plumper look filling out lines and wrinkles until the molecules of HA begin to break down.

Marketers may refer to fillers as being capable of temporarily reducing the appearance of fine lines and wrinkles but should not suggest either that treatment can cure or rejuvenate skin (Rule 12.7) or that lines and wrinkles will be permanently eliminated. Unqualified claims, such as “wrinkle reduction”, are unlikely to be acceptable.

Marketers who sell Botox should note that, because it is a prescription-only medicine, it should not be advertised to the public, either directly or indirectly. If Botox is the only one they offer, marketers should not advertise “fillers” because that would be an indirect promotion of a prescription-only medicine. If they also offer Collagen, Restylane or Perlane, marketers may advertise “fillers” (see 'Beauty and Cosmetics: Botulinum toxin products' and ‘Prescription Only Medicine').

Marketers who sell Isolagen should note that efficacy claims have yet to be accepted for that product (see ‘Beauty and Cosmetics: Isolagen’).

See Beauty and Cosmetics: General and Beauty and Cosmetics: Botulinum toxin products

Related Rulings

Skinboost, 22 February 2012


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