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.
 
The original version of this article was published in aestheticmed.co.uk

Scar Care Advice

If the scar has specific elements that are, for example, uneven, puckered, ridged, or with unsightly ‘cross-hatching’ left by the original sutures, then with scar care and meticulous technique, the scar should be able to be re-repaired and the appearance improved.

General Scar Care

Moisturising and Massage

• The scar should be moisturised with a bland moisturiser such as E45, Vitamin E cream, Aloe Vera gel or Nivea cream.
• It is recommended that the scar is moisturised and massaged twice daily.
• The scar should be massaged gently at first, this can then be built up to a firm massage.

Sun Exposure

• Scars can become red when exposed to the sun even in this country.
• It is recommended that total sunblock be used over the scar for at least the first year after surgery/injury.
• Alternatively, keep the scar out of the sun with clothing.

Silicone Gel Sheets and Gel (Mepiform, Cica-care, DermatixTM , KelocoteTM)

• Flatten, soften and fade red and raised scars.
• Work by moisturising and covering the scar.
• Can be used preventatively, i.e. before the scar becomes red, raised or itchy.
• Silicone gel sheet or gel treatment should be commenced once the suture line is closed and free from scabs.
• Treatment should continue for at least two months.

Mepiform, DermatixTM and Kelocote TM can be purchased from any pharmacy, however they may need to order in the product.

Mepiform

• Should be worn for a minimum of 12 hours daily, but preferably 24 hours a day.
• Mepiform should be removed at least once a day, the scar and surrounding area should be washed, dried and massaged with a moisturising cream.
• Allow the massage cream/oil to absorb into the skin before reapplying the Mepiform.
• The same piece of Mepiform can be reapplied.
• Discard the Mepiform once it has lost its adherent properties and apply a new piece.

DermatixTM or KelocoteTM

• Is a topical silicone gel and should be used twice a day.
• Gently clean the area to be treated with mild soap and water, pat dry.
• Massage the scar as outlined above and allow cream/oil to soak in and dry.
• Gently spread a very thin coating of DermatixTM/KelocoteTM over the scar.
• Allow to dry for 4 to 5 minutes before covering with clothing or make-up. If DematixTM/KelocoteTM has not dried within 4 to 5 minutes you have used too much: remove excess and allow the drying process to continue.
• The recommended minimum duration of treatment is two months.

 
For more information on Scar Care or to book a consultation, call 01223 214 960, or contact our team.