Are advertisements on social media ethical, honest, truthful and, more importantly, legal?

Legal, decent, honest and truthful—do all your adverts meet this standard? Are they candid and honest? Are you sure? Unfortunately, scrutiny of many social media posts and advertisements provides evidence that this is not always the case. Rather, some advertisements have been found to include exaggerated and misleading information that occasionally demonstrates carelessness in regard to pressure being placed on members of the public to procure unsafe and uninformed treatments. Such behaviours are irresponsible and result in members of the public experiencing confused messaging on social media, some of which are supported by false claims of procedure outcomes and underrepresentation or explanation of the risks associated with certain procedures. Many advertisements are close to crossing the ‘lawful line’. Remember: what is written on social media is also a form of advertising.

All practitioners are required to exercise honesty, candour and commitment to upholding the best interests and safety of their patients.

While many were taking a break this summer, the Advertising Standards Authority (ASA) and Committee on Advertising Practice (CAP) were working hard. They published many new rulings that will affect both registered healthcare practitioners working in aesthetic practice and lay practitioners. All practitioners need to be aware of the rulings relating to the publication and advertising of medicines and devices, such as botulinum toxin and dermal fillers. Additionally, the ASA and the Medicines and Healthcare products Regulatory Agency (MHRA) recently issued a joint enforcement notice on the advertising of Kenalog after a summer of widespread offers of this hayfever injection on social media (ASA and MHRA, 2022).