December is always a busy month for aesthetic clinics. Packed with parties and socialising, most people want to look and feel their best.
As business owners, it’s also a great time to thank your patients for their support throughout the year. A gift or discount can help maintain their loyalty for the quieter months ahead.
If this is something you’re offering, do remember to be mindful of what you can and can’t promote. The UK’s Committee of Advertising Practice (CAP) Code sets out guidelines specifically for both surgical and non-surgical interventions. If you’re deemed to be in breach of these guidelines, the Advertising Standards Authority (ASA) can ban your adverts or promotions and issue you with a fine.
So, how do you know what will be suitable? Here we talk you through the guidance and what to avoid…
Don’t pressurise patients with time limits
While the CAP Code acknowledges that promotions will usually be time limited by their very nature, it advises that appropriate lengths of time should be given to allow consumers to carefully consider whether your offer is right for them.
Countdown clocks and statements such as ‘Hurry, must end Friday’ should be avoided and you should aim to ensure your audience does not see the promotion at a late stage when they haven’t had enough time to consider it.
Don’t encourage unnecessary treatment
Just because you’re offering an amazing deal, it doesn’t mean it will be suitable for everyone.
The CAP Code says particular care should be taken when offering loyalty schemes or incentives such as ‘refer a friend’, which could tempt people into something that they wouldn’t necessarily choose or be right for.
Regardless of if a treatment is on offer or how keen they seem, all potential patients should undergo the same stringent consultation as they would at any other time of the year.
Don’t use edited before and after photographs
It can be tempting to add a quick Instagram filter to boost the quality of your pictures, but this is disingenuous when it comes to before and afters.
The CAP Code states that even if disclaimers are used, they ‘do not excuse misleading impressions of advertisements’ and ‘could be problematic if the photography has been digitally re-touched in an area which relates specifically to the performance of the product, or an area in which the treatment has been carried out’.
Don’t refer to treatments as ‘safe’ or ‘easy’
While we’re fortunate to have so many treatments with excellent safety data, the CAP Code acknowledges that all interventions will carry some level of risk so using terms such as ‘safe’ or ‘easy’ should be avoided.
Instead, you can say things like ‘evidence-based’ or ‘low risk’, before going into further detail of potential side effects.
Don’t be tempted to promote POMs
Advertising of prescription-only medicines (POMs) to consumers is banned under The Human Medicines Regulations 2012. In the aesthetics world, the most commonly used POM is botulinum toxin.
While the CAP Code says you can make balanced and factual references to the service you provide with a POM on your website, it must be done so in a non-specific way.
For example, you can mention that you offer ‘consultations for the treatment of lines and wrinkles’ but you should not include product claims or encourage people to choose botulinum toxin based on price.
Protect yourself from risk
Christmas is a great time to reward patients for their loyalty but do remember that ethics always comes first!
As well as risking a fine from the ASA, allowing people to rush into treatment can lead to unnecessary complaints and complications. As always, ensuring you have comprehensive coverage from an experienced aesthetic insurance provider like Enhance Insurance is essential.
