CAP Releases Bitesize Series On Ad Rules For Cosmetic Industry

No excuse for illegal ads


In a bid to educate the cosmetic industry on the rules for non-surgical cosmetic interventions, the Committees of Advertising Practice (CAP) have released a series of freely available bitesize videos.

The short and easy-to-digest videos are designed to help small and medium-sized businesses “get their ads right first time.”

CAP is the sister organisation of the Advertising Standards Authority (ASA) and is responsible for writing the Advertising Codes.

The series focuses on non-surgical cosmetic procedures such as injectables, dermaplaning, teeth whitening, and microneedling and is aimed at beauticians, dentists and other practitioners offering these kinds of treatments.

Broken down into 5 videos the series covers the following:

  • The new targeting rules for ads for non-surgical cosmetic interventions.
  • The key principles for creating socially responsible ads.
  • The rules for before and after photos and production techniques.
  • How to avoid misleading advertising claims.
  • The advertising rules for Botox/botulinum toxin.


Importantly, the video on botulinum toxin reminds that as it is a prescription-only medication it cannot be advertised to the public in any way and that the ASA will consider almost all references to it direct or indirect as breaking this rule.

It reiterates that you can’t include the drug in any promotions whether that’s a price promotion such as an offer or discount or a prize promotion like a giveaway.

“Fantastic to see the new bitesize videos from ASA and CAP,” said aesthetics industry regulation campaigner and JCCP lay chair, Dawn Knight in a Facebook post. “[The series is] a great resource for the UK Aesthetics Sector. Ignorance for illegal advertising is no excuse. Let’s hope this leads to the shift towards legal, honest, truthful and decent advertising in aesthetics.”

“Each video offers a bite-sized introduction to the key things you need to know on a particular topic,” says CAP.

“Taken as a whole, the series offers a solid basis of knowledge that businesses can use to get their ads right first time, and avoid complaints being made to the ASA.”

For more information on Cosmetic Procedures, call 01223 214 960, or contact our team.
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