Ironing out the Creases – what not to do in facial aesthetics marketing

Shaadi Manouchehri discusses the 'do's and 'don't's of facial aesthetics marketingThis month, Shaadi Manouchehri discusses the laws surrounding the marketing of facial aesthetics treatments, including Botox, and explains some key ‘do’s and ‘don’t’s.

In last month’s column, we discussed five different ways to grow your facial aesthetics list. On the list, we had items such as website and social media marketing.

When it comes to advertising facial aesthetics treatments such as Botox, which is a prescription only medicine (POM), there are strict guidelines on what we can and cannot do.

‘It is unlawful for Botox or Botox treatments to be advertised’

According to the Committee for Advertising Practice (CAP) and the Advertising Standards Agency (ASA): ‘It is unlawful for Botox or Botox treatments to be advertised in any way to the public. This extends to all media, including social media and on websites, as well as both paid-for advertisements and non-paid-for marketing posts or communications.’

This means that we cannot advertise Botox on the website or social media platforms. Some practitioners refer to it as ‘anti-wrinkle treatment’ seeing as this phrase could be referring to dermal filler or other skin treatments. However, there is some debate as to whether this is accepted or not.

What we are able to advertise instead is the consultation for these treatments. So, feel free to promote ‘consultation with the trained practitioner to discuss anti-ageing treatments’. It is good practice to ensure you offer other non-POM anti-ageing treatments as well.

It is also important to ensure potential clients are aware that a consultation and detailed assessment by the practitioner is required, which may or may not lead to treatment with Botox.

Before and after facial aesthetics treatment photos

Displaying before and after Botox photos is also not encouraged as this could be seen as promoting a POM treatment. When displaying before and after images of facial aesthetics treatment, one must ensure it is to showcase work and provide value and education to the audience and not play on insecurities.

When it comes to filler treatments, the guidelines are not as strict and there is some flexibility. It’s imperative to remember that these are medical treatments and should not be taken lightly.

Displaying prices of certain treatments is also discouraged as this may influence a potential client’s decision. Following a consultation with the practitioner, a quote can be provided to the client for the treatment. There must be a sufficient cooling off period to ensure there’s enough time for clients to consider their options.

Needless to say, editing the displayed images is not allowed. However, some practitioners may wish to edit some imperfections as long as they don’t relate to the treatment being displayed. For example, removing blemishes on the skin when showing before and after results of lip augmentation with dermal filler.

Transparency is key and we have a responsibility to ensure clients aren’t being misled.

To find out more about our courses please visit our website or email us at [email protected].

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