Two thirds of advertisers’ websites were found to be in breach of prescription only medicine advertising rules following an investigation by the Advertising Standards Authority (ASA).
A total of 123 advertiser websites were examined during the ASA monitoring process, of which 44 did not promote prescription-only medicines
The investigation examined online advertising for cosmetic treatments promoted through advertisers’ websites.
Websites were specifically reviewed to assess whether ‘Botox’, and ‘botulinum toxin’ (prescription-only medicines) were referenced or promoted within their content.
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”.
79 websites or two thirds of all investigated promoted prescription only medicines and were potentially in breach of Section 11.16 of the Code.
The ASA said they directly contacted these advertisers and informed them of the relevant advertising rules and regulations.
It said 66 of the advertisers contacted have since amended their website content to address the issues identified.
However, it added that 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, according to the ASA.
Commenting on the findings, Orla Twomey, Chief Executive of the Advertising Standards Authority, noted that 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,” she said.
“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,”said Ms Twomey.
