Two thirds of advertisers’ websites investigated by the Advertising Standards Authority identified as having potential breaches of prescription-only medicine advertising rules
A total of 123 advertisers’ websites were investigated as part of an Advertising Standards Authority monitoring project which identified online advertising that may breach the Code’s prohibition on the promotion of prescription-only medicines to the public
The Advertising Standards Authority (ASA), the independent self-regulatory body committed in the public interest to promoting the highest standards of marketing communications, has completed a monitoring project examining online advertising for cosmetic treatments promoted through advertisers’ websites.
The project focused on whether the content of the advertisers’ websites complied with Section 11.16 of the Code of Standards for Advertising and Marketing Communications in Ireland, which states that “prescription-only medicines may not be advertised to the public”. Websites were specifically reviewed to assess whether ‘Botox’, and ‘botulinum toxin’ (prescription-only medicines) were referenced or promoted within their content.
A total of 123 advertiser websites were examined during the monitoring process, of which 44 did not promote prescription-only medicines. Of the remaining 79 websites (64%), prescription only medicines were promoted, potentially in breach of Section 11.16 of the Code. These advertisers were contacted directly by the Advertising Standards Authority and informed of the relevant advertising rules and regulations.
Following engagement with the Advertising Standards Authority, 66 of the advertisers contacted have since amended their website content to address the issues identified.
However, 13 cases were subject to investigation and have been referred to the ASA’s Independent Complaints Council. All 13 were found to be in breach of the Code while eight of the advertisers undertook to change their website content.
Commenting on the findings, Orla Twomey, Chief Executive of the Advertising Standards Authority, says: “The rules in the Code are extremely clear that prescription-only medicines must not be advertised to the public. References to Botox and botulinum toxin are considered prescription only medicines and these cannot be references in advertising content directed to members of the public.
It is encouraging that the majority of advertisers contacted by the ASA engaged with us and amended their content once the issue was brought to their attention. Our approach is to work with advertisers to support compliance with the Code, helping to ensure consumers are safeguarded and that marketing communications are responsible and do not undermine important public health protections.
We will continue to engage with advertisers and relevant professional representative bodies to ensure there is a clear understanding of the advertising rules in this area.”
The Advertising Standards Authority also has a free Copy Advice Service, allowing prospective ads to be checked against the Code of Standards for Advertising and Marketing Communications in Ireland. It is available for advertisers, agencies, media and promoters who plan to advertise in Ireland. You can get your ad checked for free by emailing [email protected]
Visit adstandards.ie to learn more
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