If you’re a practitioner in the UK, the rules around advertising botulinum toxin treatments are clear: you simply cannot do it.
Botulinum toxin is classified as a prescription-only medication (POM), which means that advertising it in any form is prohibited. This includes any direct or indirect references to the medication or its use in treatments. As a result, mentioning that you provide Botox services in any marketing materials—paid or otherwise—is off-limits.
▎Can I Include Botox on My Price List?
You may be able to mention Botox on a price list, but only under specific conditions. The price list must be purely informational, without any promotional content that could categorize it as an advertisement. Additionally, it should not be shared on social media, sent to potential clients, or featured in any paid advertising.
On your website, if the price list is accessible only after navigating through a page that promotes consultations, you might be in the clear. However, mentioning Botox directly on your homepage or linking to a price list that includes it is likely not acceptable.
Aside from your price list, you cannot reference botulinum toxin or its treatment effects in any patient-facing materials. This restriction extends to:
- Social media posts and hashtags
- Websites
- Online directories
- Social media posts and hashtags
- Posters and flyers
- Mailshots and newsletters
- Digital communications (e.g., WhatsApp or text messages)
- Logos and business cards
- Email signatures
- Reviews or testimonials published by you or a third party
▎Are Before-and-After Photos Allowed?
It’s important to note that you cannot share ‘Before After’ images of Botox treatments or photos of the toxin itself.
▎Can We Use the Term “Anti-Wrinkle Treatment”?
Referring to botulinum toxin injections by any name or synonym is also prohibited. While many practitioners may do this, the Advertising Standards Authority (ASA) is actively cracking down on such practices and has been banning social media accounts that promote Botox treatments.
In the UK, none of the following terms are legally permitted when discussing botulinum toxin treatments:
- Anti-wrinkle treatment/injections
- Brand names
- Botulinum toxin
- BTX
- B*tox
- Tox
- Toxin
▎So, How Can We Advertise?
The best approach is to promote consultations aimed at addressing client concerns. This should ideally encompass various treatment options that may or may not be suitable for each individual.
Such as,
‘ Are you worried about aging? Do you want to reduce facial wrinkles? Book a consultation with us now so discuss your treatment options ‘
