Ireland's Toothfairy's 'Bro-tox' homepage read by ASAI as advertising Botox to the public

On its homepage, under the heading 'Anti-wrinkle injections', Ireland's Toothfairy wrote: "Less is more when it comes to any facial aesthetic treatment. This is particularly important with Bro-tox* …" and "When treating my patients it is important to also look after the condition of the skin to optimise results, by combining a sprinkling of Bro-tox with a medical grade skin care."

The ASAI Executive challenged whether the references to 'Botox' and 'Botulinum toxin' complied with the Code rule that prescription-only medicines may not be advertised to the public.

The Complaints Council found 'Bro-tox' was a reference to — and would be understood by consumers as — the prescription-only medicine Botox. Advertising it on the clinic's own website to the public breached Code Sections 3.10 and 11.16.

The advertiser initially failed to respond and only replied once the draft adjudication arrived. Because the advertising had already been amended by the time of the decision, no further action was required, but the Council reminded the clinic that the adjudication applied across all media.