From 31st January 2020, New technology will be in force to monitor adverts on social media relating to the promotion of prescription-only medicines (POMs) which include Botox.
The Committees of Advertising Practice (CAP) and Medicines and Healthcare products Regulatory Agency (MHRA) issued an Enforcement Notice this week to the beauty and cosmetic services industry compelling businesses to immediately review ads and make necessary changes with the new rules.
There are more than 130,000 of aesthetic related businesses within the cosmetics services industry.
ASA chief executive, Guy Parker stated, “We’re taking action to tackle botulinum toxin ads on social media using brand new monitoring technology. This tool helps us to be more efficient and effective in identifying and removing problem ads.”
It is currently illegal in the UK to advertise a Prescription Only Medication (POM) to the general public in the UK, but The Safety in Beauty Campaign has raised awareness in the press and media of how in recent years, there has been a surge of adverts appearing on line and on social media, advertising cut price POM’s such as Botulinum Toxin, causing much concern for public safety.
The Safety in Beauty Campaign welcomes the enforcement as a step in the right direction.