Responsible Marketing In Aesthetics

The aesthetics industry has become crowded over the last few years, and with increasing numbers of aesthetic clinics, medi-spas and individual professionals, comes increased marketing to help differentiate businesses.

Over the last few weeks we’ve had a flurry misleading if not irresponsible marketing initiatives from big players in the industry and a few ASA rulings on ads which contravene the CAP code. I wanted to take the chance to look at this more deeply.

The legal framework of the ASA

The Advertising Standards Authority (ASA) regulates advertising in terms of claims that can or cannot be made. It has a code of practice with guidance for marketing and advertising surgical and non-surgical cosmetic treatments. (if you’re really keen you can read more HERE).

There’s a misconception that this only applies to TV ads but actually the CAP code covers all marketing communication, including social media, leaflets, even your clinic brochures.

In a nutshell, aesthetic marketing can’t mislead and you must have documentary evidence to substantiate any claims you make - before and after photos, famous clients, side effects of procedures etc. Most critically, it should encourage clients to take independent advice before committing to significant (both surgical and nonsurgical treatments) and you can’t market Botox(R) (which is a prescription only medicine). Claims need to be realistic - no suggesting that you’ll get a face like a Kardashian for example.

The GMC says that responsible aesthetic marketing needs to be ‘clear, factual, accurate and doesn't use promotional tactics, such as two-for-one offers’ - which I see lots of on Instagram!

Why does this matter?

One of the biggest concerns about this industry I hear again and again is quality and how poor practitioners damage the industries' reputation as a whole. The only way this will change is with all practitioners subscribing to good practice to highlight the bad practices - keeping quality high and clients safe. It's an education opportunity for clients and a great way to communicate your quality and differntiate yourself.

As a practitioner, it is your responsibility to protect the safety of clients by protecting them from poor practice. So how can you do this? As an ethical practitioner there are six things to think about:

Information: Is the patient fully informed about the treatment? All risks (no matter how unlikely) have alternatives been suggested? Are client expectations reasonable and how are you managing those expectations?

Legal: All communications need to follow the ASA and CAP guidelines, by following these to the letter you are raising the quality in the entire industry

Don’t mislead: Make sure your claims are true and give consumers enough information to make informed choice

Be fair: Deal honestly and fairly with your consumers

Don’t offend: Think about how your ad could be perceived by anyone viewing it

Be responsible: Consider who will see your ad and where it is going to be placed