New ASA Guidelines for Marketing Botox® and Aesthetic Treatments
Marketing aesthetic treatments in the UK has always required care, but recent updates from the Advertising Standards Authority (ASA) make it even more important for clinic owners and practitioners to understand exactly what is and isn’t allowed.
The ASA has updated its CAP Bitesize guidance on advertising non-surgical cosmetic interventions, including Botox®. While this is not new legislation, it does clarify how existing advertising rules are being interpreted and enforced, particularly around prescription-only medicines (POMs).
For aesthetic practitioners and private medical clinic owners, this update is less about panic and more about protecting your business, your reputation, and your long-term growth. Below, we break down what has changed, what the guidance means in practice, and how to market your clinic confidently without crossing regulatory lines.
What are the new ASA guidelines for Botox® advertising?
The ASA’s updated guidance focuses on how Botox® and other non-surgical cosmetic treatments are promoted to the public. The refreshed CAP Bitesize webpage brings together clearer explanations, practical examples, and educational resources to support compliance.
At its core, the guidance reinforces a long-standing rule: prescription-only medicines must not be advertised directly to the public. What’s new is the clarity around how this applies in modern digital marketing, including websites, social media, and paid advertising.
Key takeaway: The rules haven’t suddenly changed, but the ASA has made expectations much clearer and enforcement more consistent.
What is the new Botox legislation in 2025?
One of the most common questions clinic owners are asking is: “What is the new Botox legislation in 2025?”
The short answer is there is no new Botox law. This update is regulatory guidance, not legislation. The ASA is clarifying how the UK Code of Non-broadcast Advertising (CAP Code) applies to aesthetic treatments, particularly Botox®.
That distinction matters. While this is not an Act of Parliament, ASA rulings can still have serious consequences, including ad removal, reputational damage, and increased scrutiny of your clinic’s marketing activity.
Key takeaway: Treat this guidance as operationally critical, even though it is not new legislation.
Is it against the law to advertise Botox®?
Advertising Botox® directly to the public is not permitted because it is a prescription-only medicine. This has been the case for years, but many clinics still fall into grey areas without realising it.
What you cannot do
- Promote Botox® by name in ads aimed at the public
- Offer discounts or offers on Botox®
- Encourage consumers to request Botox® specifically
What you can do instead
- Advertise consultations with a qualified prescriber
- Promote non-surgical aesthetic services in general terms
- Provide factual, non-promotional information in appropriate contexts
The ASA’s updated “Botox Advertising Dos and Don’ts” section is designed to remove ambiguity and make compliance easier for clinics, practitioners, and training providers.
Key takeaway: You can market your clinic effectively, but not by advertising Botox® itself.
What’s included in the updated ASA resource?
The refreshed CAP Bitesize guidance includes practical tools designed to support learning and compliance across the sector.
Key updates include
- A clear list of dos and don’ts for Botox® advertising
- Short educational videos explaining how the rules apply
- Downloadable transcripts to support learning and training
- Links to relevant sections of the CAP Code
- Guidance on avoiding misleading claims, using appropriate imagery, and marketing responsibly
Key takeaway: The ASA is making it easier to get compliance right, but expects clinics to engage with the guidance.
Why the ASA is engaging training academies and industry bodies
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 students and incorporate it into training materials.
The ASA has also invited industry bodies and professional registers to promote awareness of the updated guidance, helping uphold standards across the aesthetics sector.
For clinic owners, this signals a wider push towards consistent compliance, and it means new practitioners entering the industry are likely to be better informed from day one.
Key takeaway: Compliance is becoming a baseline professional standard, not an optional extra.
What this means for your clinic marketing strategy
From a business perspective, the biggest risk is not the rules themselves, it’s marketing without a clear strategy.
Many clinics unintentionally breach ASA guidance by copying competitor messaging, using generic agency templates, or chasing short-term enquiries over long-term brand trust.
The safest (and often most profitable) approach is to focus on outcomes, expertise, and consultations, rather than naming prescription-only medicines in promotional content. Education-led content, clear patient journeys, and professional positioning tend to improve enquiry quality as well as reduce compliance risk.
If you want support aligning compliance with profitable growth, you can explore Mike Sherwood’s coaching options here:
Business coaching for medical and aesthetic clinic owners.
Key takeaway: Smart marketing isn’t about pushing treatments, it’s about positioning your clinic correctly.
Supporting ethical advertising and public protection
This initiative reflects the ASA’s ongoing commitment to ethical advertising and public protection within aesthetic practice. For clinics, that aligns closely with professional responsibilities around patient safety, consent, and trust.
Clinics that proactively review marketing materials, websites, and social media content are far less likely to face enforcement issues, and far more likely to build sustainable brands.
Key takeaway: Compliance protects both patients and your business.
Conclusion: treat compliance as a growth tool, not a restriction
The updated ASA guidance should not be viewed as a threat to clinic growth. In reality, it rewards clinics that take a professional, long-term view of their business.
Clear messaging, ethical marketing, and strong systems reduce risk, improve enquiry quality, and support confident leadership.
Call to action: Get in touch to book a free discovery call and find out how business coaching can help you build a highly profitable, sustainable clinic:
Contact Mike Sherwood.
