Almost 80 websites promoting botox found to be in breach of advertising rules

A total of 123 advertiser websites were examined to assess whether ‘Botox’, and ‘botulinum toxin’ were referenced or promoted within their content

13 websites were found to be in breach of the Code, while eight of the advertisers undertook to change their website content.

Almost 80 websites have been found by Ireland's advertising watchdog to have promoted botox and other prescription-only medicines, violating the agency's code of standards. 

The Advertising Standards Authority (ASA) said it has completed a monitoring project examining online advertising for cosmetic treatments promoted through advertisers’ websites. The project focused on whether the content of the websites complied with the authority's Code of Standards for Advertising and Marketing Communications in Ireland, which states that “prescription-only medicines may not be advertised to the public”.

Websites were specifically reviewed to assess whether ‘Botox’, and ‘botulinum toxin,’ which are prescription-only medicines were referenced or promoted within their content.

A total of 123 advertiser websites were examined during the monitoring process, of which 44 did not promote prescription-only medicines. 

Of the remaining 79 websites (64%), prescription only medicines were promoted, which the ASA said was potentially in breach of Section 11.16 of the Code. These advertisers were contacted directly by the authority and informed of the relevant advertising rules and regulations.

Following engagement with the ASA, it said 66 of the advertisers contacted have since amended their website content to address the issues identified.

However, 13 cases were subject to investigation and referred to the ASA’s Independent Complaints Council. All 13 were found to be in breach of the Code while eight of the advertisers undertook to change their website content.

“The rules in the Code are extremely clear that prescription-only medicines must not be advertised to the public," said Orla Twomey, chief executive of the ASA.

"References to Botox and botulinum toxin are considered prescription only medicines and these cannot be references in advertising content directed to members of the public.

"Our approach is to work with advertisers to support compliance with the Code, helping to ensure consumers are safeguarded and that marketing communications are responsible and do not undermine important public health protections.