The Advertising Standards Authority (ASA) has announced an update to its CAP Bitesize webpage, providing refreshed guidance on the advertising of non-surgical cosmetic interventions and Botox®.

The revised page features a new “Botox Advertising Dos and Don’ts” section, alongside an updated video series, useful links, and full transcripts to support learning and compliance.

The resource is designed to help practitioners, clinics, and training providers ensure that their advertising remains compliant with the UK Code of Non-broadcast Advertising (CAP Code), particularly in relation to the promotion of prescription-only medicines (POMs) such as Botox®.

Key Updates

The updated ASA resource now includes:

• A clear list of dos and don’ts for Botox® advertising, outlining what is and isn’t acceptable under UK law.
• Short educational videos explaining the ad rules for non-surgical cosmetic treatments.
• Downloadable transcripts and links to relevant sections of the CAP Code.
• Guidance on avoiding misleading claims, using appropriate imagery, and ensuring responsible marketing.

Sector Engagement

As part of this initiative, the ASA has already contacted over 60 training academies across the UK that teach how to administer Botox®. These institutions have been encouraged to share the resource with their students and incorporate it into their training materials.

The ASA has also invited industry bodies and professional registers to help promote awareness of the updated guidance, ensuring that compliance standards are upheld across the aesthetics sector.

Supporting Good Practice

This initiative reflects the ASA’s ongoing commitment to promoting ethical advertising and public protection within aesthetic practice.

Practitioners and clinics are strongly encouraged to review the updated guidance to ensure that all advertising and promotional materials meet the required standards.

You can access the refreshed resource here.