Advertising Botox Treatments in the UK

By: admin | Posted on: 10 Jul 2024

Reading time: approximately 2-3 minutes

We understand the frustration. You've invested in top-tier training and honed your skills in administering toxin treatments. Now you want to market your services to potential patients, but the world of aesthetics advertising in the UK feels more than a little bit confusing. 

Fear not, fellow practitioners! Here, we'll shed light on the key regulations surrounding advertising Botox (and similar toxins) to the public.

Direct advertising is a no-go

Let's get this out of the way first: in the UK, directly advertising Botox or any botulinum toxin product is strictly forbidden. As you know, botulinum toxin is a prescription-only medication and, here in the UK, advertising POMs is unlawful. This applies to all forms of marketing - both online and in print - from social media posts, to flyers, to ads.


This includes

  • Brand names (Botox, Bocouture, etc.)

  • Medical names (onabotulinumtoxina)

  • Pseudonyms or nicknames (“B-tox”, “Beauty Tox” etc)

  • Synonyms (“anti-wrinkle treatment”, “wrinkle reduction” etc)

  • Before & After photos

Please bear in mind that this applies to all Botox-based treatments, not just lines and wrinkles. (eg Hyperhidrosis, masseter, “gummy smile” treatments etc)

The Advertising Standards Authority (ASA) are vigilant and they have made a concerted effort to take more action recently. In fact, there have been a number of rulings over the past 12 months against clinics who were found to be breaching the rules.

So… how do we attract clients?

Don't despair! While directly mentioning botox is off-limits, you can still effectively promote your services. Here's how:

  • Focus on the consultation: Promote consultations as a way for your patients to explore solutions for specific concerns. This allows you to discuss various treatment options, including toxin injections, during the consultation itself.

  • Address common concerns: Talk about the aesthetic concerns you can address in your marketing materials. This could include lines, wrinkles, or facial asymmetry. However, avoid mentioning botox as the treatment or promising specific results.

Resources at your fingertips

The ASA and the Committee of Advertising Practice (CAP) are excellent resources for understanding the legal landscape. They offer a series of informative videos (including the one below), as well as articles and downloadable documents, focusing specifically on advertising botox treatments. We highly recommend checking these out to gain a thorough understanding of the regulations. They also have a Copy Advice team, who you can contact for more guidance.

Remember: When in doubt, err on the side of caution. By focusing on consultations and addressing general aesthetic concerns, you can effectively promote your expertise without breaking any rules.

By following these guidelines, you can navigate the advertising maze and attract potential patients seeking the services you offer. Let's promote aesthetics treatments responsibly and ethically!