With Black Friday just around the corner, we remind you of the advertising guidelines for Black Friday Aesthetic offers…
What is Black Friday?
Black Friday is just around the corner, coming up on the 25th November 2016. Originating in America, Black Friday is the world renowned sale that occurs the day after the American National holiday of Thanksgiving and unofficially marks the beginning to the season of Christmas shopping. The vast majority of retailers across the UK are now following the huge craze after the success it’s had in America and are participating in the Black Friday sales.
Guidelines for Advertising Prescription-Only Medicines
An important component of Black Friday is advertising to get the word out and promote your sales; however, when it comes to sales and advertising of injectable treatments, there are several guidelines you must follow.
There are many guidelines surrounding the advertisement of injectable treatments, specifically Botox. Botox is a Prescription-Only Medicine (POM) and therefore should not be promoted to the public for purposes of marketing, for example it should not be used in traditional media such as posters, brochures or leaflets. The regulations also apply to different forms of social media and blogs where they are used as a method of communicating about POM’s that could particularly appeal to and influence a younger audience.
The guidelines set out in the MHRA (Medicines and Healthcare products Regulatory Agency) aim to protect the vulnerable and ensure that all information being delivered is accurate and a fair representation of the product as well as the results it will achieve.
Specifically for prescription-only medicines including Botox, it is not permitted to do 2 for 1 or 50% off discounts. You should not be promoting the use of these POMs to the public. It is also outlined in the regulations that using the words “hurry” or equivalent time pressure phrases are not permitted in relation to POMs; they are seen to pressure vulnerable patients into making decisions before they are fully aware or prepared of what they are getting themselves into. Nothing you advertise should pressurise the consumer to take up the offer. Extreme care should be taken when advertising promotional offers to avoid breaking any regulations.
When organising discounts and promotional offers, you may want to consider only offering promotions on non-invasive skin treatments that can only be relinquished after a full consultation, so not to give the sense of urgency that may appear to add pressure for consumers to book treatments. This will ensure you remain within the guidelines for advertising promotional offers whilst offering your clients a much desired discount for Black Friday.
Keep an eye out for our own Black Friday offers this winter!
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