The short answer
Botulinum toxin products, including Botox and other brands, are prescription-only medicines (POMs) in the UK. The law and the UK advertising code say POMs cannot be advertised to the public. That applies on Instagram, Facebook, TikTok, your website and anywhere else you promote your clinic.
Where the rules come from
- The Human Medicines Regulations 2012 ban publishing an advertisement likely to lead to the use of a prescription-only medicine.
- The CAP Code, rule 12.12, says prescription-only medicines or treatments may not be advertised to the public. The Advertising Standards Authority (ASA) enforces it.
- CAP and the ASA have published an enforcement notice specifically about advertising botulinum toxin injections on social media.
It is not just paid ads
The rules cover your own posts, stories, captions, images and hashtags, not only paid ads. ASA guidance specifically mentions hashtags such as #botox, and offering botulinum toxin as a prize or as part of a treatment package. Recent guidance treats almost any reference to Botox in public promotion as a likely breach.
What about dermal fillers?
Dermal fillers are not prescription-only medicines, so filler treatments can be promoted to the public, as long as the content follows the general advertising rules: honest, not misleading and socially responsible. Under-18s cannot be given botulinum toxin or fillers for cosmetic reasons in England, under the Botulinum Toxin and Cosmetic Fillers (Children) Act 2021, so content should never target them.
What you can post
- Your consultations for concerns like lines, wrinkles or skin ageing, without naming or implying a prescription-only product.
- Your training, qualifications and experience.
- Your clinic, team and the care you take.
- Education about safety, aftercare and choosing a practitioner.
- Dermal filler and skin treatments, presented responsibly.
What to avoid
- Naming Botox or other botulinum toxin brands in public posts and ads.
- Hashtags like #botox or brand names.
- Offers, discounts or prizes involving botulinum toxin.
- Phrases that clearly point to it, even without the word.
What is changing
England plans a licensing scheme for non-surgical cosmetic procedures under the Health and Care Act 2022. The government published its consultation response in 2025, but there is no confirmed start date yet. Keep an eye on official updates.
How we handle it
When we create content for clinics, we plan around consultations, your expertise and the treatment experience, and we use compliant hashtags and keywords. You keep final approval. See our marketing for injectors and filler clinics.