ASA Clamps Down on Clinics Advertising POMs

Despite the numerous restrictions in place on advertising prescription-only medicines (POMs), many clinics continue to promote them on their websites and on social media.

The most popular POM to be advertised? Botulinum toxin of course. We know that the anti-wrinkle treatment is probably one of the most popular procedures in clinics across the country, and practitioners can’t seem to resist shouting about it.

As a result, in 2019, the Advertising Standards Authority released guidance specifically on advertising toxin to help reduce the problem.

But recently, it’s been the promotion of thread vein treatments that has landed a few clinics in hot water. In April, three complaints were upheld against clinics that had advertised sclerotherapy treatment.

In the first case, a beauty salon posted on its Facebook page: “Sclerotherapy involves injecting a solution directly into the vein. The sclerotherapy solution causes the vein to scar, forcing blood to reroute through healthier veins. The collapsed vein is reabsorbed into local tissue and eventually fades.” Before and after images were also included. The company said that the ad had been posted by an independent practitioner, who had trialled sessions from a room in their salon. The ASA deemed that the salon was ultimately responsible for the content on its Facebook page, and was therefore responsible. The ad was taken down.

The second came from an aesthetic clinic, which posted before and afters on its Facebook page, along with the caption: ““Sclerotherapy is the most common treatment for improving the appearance of varicose and spider veins on the legs. It is also performed to treat symptoms caused by these conditions, such as aching, swelling and burning. Sclerotherapy involves injecting a chemical solution directly into the varicose or spider vein. The solution causes the vein walls to swell, stick together and seal shut, stopping the flow of blood. As a result, the vein fades within a few weeks.” The clinic explained that they had mistakenly assumed that the ad would be allowed, as they only promoted the procedure, not the POM itself. They apologised and removed the ad.

The third was from a sclerotherapy practitioner who posted a message and a Reel on Facebook describing the treatment. They argued that they had not yet performed a sclerotherapy treatment on any consumers and, if anyone booked, they would assess them for suitability along with a prescriber before going ahead. The ad has since been deleted and the ASA warned that the POMs are not allowed to be included in any future marketing material.

The rulings serve as a valuable reminder to double check your marketing is appropriate before sharing with the general public. We recommend reading the MHRA’s Blue Guide for detailed advice on what can and can’t be shared.