Regulator looking to shrink botox ads on social media
The advertising regulator, Committees of Advertising Practice (CAP), is targetting the rising number of social media adverts promoting botox.
The service is not allowed to be advertised to the public, and both CAP and the Medicines and Healthcare products Regulatory Agency (MHRA) has issued an enforcement notice to the beauty and cosmetics industry on the issue.
CAP will also be running a targeted ad campaign on Facebook to raise awareness of the issue.
CAP will carry out their review of the botox ads on social media by using monitoring technology to identify them and flag them for removal from Facebook.
Advertisers that do not follow the rules run the risk of being referred to their professional regulatory body, the MHRA.
CAP director, Shahriar Coupal, says: “This is an example of how CAP is exploring new, proactive ways of ensuring ads stick to the rules and rising to the challenges presented by the online environment.”
The notice encourages marketers and businesses to review all of their paid-for, non-paid-for, and influencer marketing posts, and make immediate changes.