This guidance was updated in November 2021 to reflect new placement and scheduling restrictions (CAP Code rule 12.25 and BCAP Code rule 32.2.9) which prohibit cosmetic interventions advertising from being targeted at under-18s.  Those rules will be enforced by the ASA on 25 May 2022, following a 6-month grace period. 

This Advertising Guidance relates to the marketing of both surgical and non-surgical cosmetic interventions, such as breast augmentation, abdominoplasty, blepharoplasty, injectable fillers such as Botox, chemical peels and non-ablative laser treatments.

The guidance covers misleading issues such as the use of exaggerated or unrealistic claims, including through the use of before and after images, and issues of responsibility, including the trivialisation of such treatments and the targeting of ads for cosmetic procedures.  It also highlights the prohibition on advertising prescription-only medicines, such as Botox.

It also outlines the circumstances under which it is acceptable for doctors to refer to themselves as “surgeons” and “cosmetic surgeons”, as well as the use of other terms, including “qualified”, “skilled”, consultant”, “specialist” and comparative claims such as “leading” and “highest calibre”.  



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