2014
ASA v. HB Health (Knightsbridge) and Dermaskin Clinics
The adPromoted Botox on websites, including linked pages
OutcomeBanned under CAP 12.12
LessonRemoving the word "Botox" from the homepage is not enough if linked pages promote the POM.
Health and beauty · Ad policy
Cosmetics, skincare and aesthetics ad policy on Meta and Google
Cosmetics, skincare and aesthetics ads are rules apply on Meta and rules apply on Google. Ads promoting or marketing cosmetic products, procedures or surgeries, must be targeted to people at least 18 years or older. The phrases most likely to cause trouble include "Botox", "erase wrinkles forever", "reverses aging".
MetaRules apply
GoogleRules apply
Last checked5 October 2026
Meta rules Rules apply
Cosmetic procedures and surgeries are 18+ only. Non permanent cosmetics are out of scope.
- Ads promoting or marketing cosmetic products, procedures or surgeries, must be targeted to people at least 18 years or older.
- Examples in scope: "Breast augmentation ... rhinoplasty ... dermal fillers ... injectable treatments, chemical peels, micro-needling ... laser".
- Allowed: "General cosmetic products, procedures, surgeries depicting before and after transformation.
- Banned: "statements of inferiority about physical appearance". Banned: "skin whitening or bleaching products that cause permanent skin color change".
- Exempt from the age rule: "Non-permanent cosmetic and beauty products such as creams, makeup, hair products, and digital editing apps" and "teeth whitening products".
- Dec 26 2024 version: anti-aging and Botox ads may use close-ups showing "realistic outcomes over time and should not include side-by-side comparisons". Whether this still applies after the July 2026 revision is unclear (see unverified list).
- Prescription injectables (botulinum toxin) also fall under the Rx policy.
Sources: transparency.meta.com · transparency.meta.com
Google rules Rules apply
No dedicated cosmetic surgery ad ban was found. Cosmetic surgery is a sensitive health category for personalized ads. Rx injectables follow the Rx policy.
- The Health personalized-ads category covers "invasive procedures like cosmetic surgery" (paraphrase). Advertiser-curated audiences cannot be used.
- Botox and other Rx brand terms are promotional only in the US, Canada and New Zealand (Oct 2025).
- Misrepresentation and Unreliable claims apply to efficacy claims.
Sources: support.google.com · support.google.com · support.google.com
Flagged words and phrases for cosmetics, skincare and aesthetics ads
12 phrases that often lead to rejection, limited delivery or regulator action. High means the phrase or claim is named in a policy or ruling. Medium means it's our reading of a rule.
| Phrase | Why it's risky | Rule or source | Risk |
|---|---|---|---|
| Botox / botulinum toxin (UK, EU, UAE public ads) | Prescription-only medicine. Cannot be advertised to the public. | CAP12 12.12 · ASA Botox enforcement notice 2020 asa.org.uk | High |
| erase wrinkles forever / cure / rejuvenation | "Unqualified claims such as 'cure' and 'rejuvenation' are not generally acceptable, especially for cosmetic products" | CAP12 12.7 asa.org.uk | High |
| reverses aging / anti-aging (as a physiological claim) | A cosmetic may only claim to "temporarily" prevent, delay or mask premature ageing | CAP12 12.22.1 asa.org.uk | High |
| dermatologist approved / approved by [authority] | Claims that a cosmetic is authorised or approved by a competent authority are not allowed | EU cosmetic claims rules (655/2013) (1)(1) legislation.gov.uk | High |
| fixes your acne / your ugly skin / embarrassing pores | Inferiority statement and personal attribute | Meta: Health and wellness · Meta: Personal attributes transparency.meta.com · transparency.meta.com | High |
| skin whitening / bleaching (permanent) | Banned on Meta | Meta: Health and wellness transparency.meta.com | High |
| stops hair loss / regrows hair | Requires trials on people | CAP12 12.23 asa.org.uk | High |
| the best surgeon / 100% / guaranteed result | Banned by the DHA. CAP requires proof for guarantees. | Dubai Health Authority ad rules · CAP12 12.9 gulfnews.com · asa.org.uk | High |
| lose 5kg with lipo (amount) | Surgical clinics must not refer to the amount of weight that can be lost | CAP13 13.9.1 asa.org.uk | High |
| bust enlargement cream / increase breast size (India) | "Form and structure of the female bust" is a DMR Schedule item | India Drugs and Magic Remedies Act indiacode.nic.in | High |
| free from [nasty chemical] / chemical-free | Claims implying a benefit that is only legal compliance are not allowed | EU cosmetic claims rules (655/2013) (1)(3) (applied by inference) legislation.gov.uk | High |
| flawless results (with retouched images) | Images "not representative of the results" | ASA L'Oreal 2011 | High |
Risky creative patterns
- Airbrushed or retouched results (ASA 2011)
- Side-by-side before/after for wrinkle injectables (Meta Dec 2024 text)
- Before/after shots not of the same person, same lens and unedited (DHA 2026)
- Zoomed flaws paired with negative copy
- Ads placed where more than 25% of the audience is under 18 (CAP 12.25)
- Influencer discount codes for Botox or fillers
Safer rewrites
Before and after examples. Swap the bracketed parts for your real details.
Before
Botox £99 this weekend only! (UK)
After
Book a consultation for anti-wrinkle treatment with a qualified medical practitioner.
Before
Hate your wrinkles?
After
Skincare that helps reduce the appearance of fine lines.
Before
Erase acne scars forever
After
Treatments that may improve the appearance of scarring. A consultation is required.
Before
Dermatologist-approved, guaranteed results
After
Dermatologist-tested. Individual results vary.
Before
Get the perfect nose
After
Rhinoplasty consultations with a board-certified surgeon. 18+ only.
Before
Reverse ageing in 7 days
After
Visibly hydrated skin in 7 days. (Substantiated with consumer testing)
Policy and enforcement history
ASA bans airbrushed L'Oreal (Lancome and Maybelline) ads as unrepresentative of results.
EU Reg 655/2013 sets common criteria for cosmetic claims: legal compliance, truthfulness, evidential support.
ASA Botox rulings against HB Health and Dermaskin.
Instagram and Facebook restrict cosmetic-procedure promotion for under-18s.
ASA/CAP enforcement notice: no Botox ads on social media.
CAP 12.25 takes effect: cosmetic intervention ads must not target under-18s (including media where more than 25% of the audience is under 18).
Meta permits close-ups for anti-aging and Botox ads but no side-by-side comparisons.
Meta consolidates cosmetic rules into Health and Wellbeing.
DHA social media standards for health advertisers: banned superlatives and before/after rules.
Case studies
2011
ASA v. L'Oreal UK (Lancome Teint Miracle, Maybelline The Eraser). Complainant: Jo Swinson MP.
The adFoundation and anti-ageing efficacy shown on retouched celebrity images
OutcomeAds banned as "not representative of the results the product could achieve"
LessonDo not retouch the area the product claims to improve.
Rules by country
US
FTC substantiation rules apply (FTC_HPCG). Meta requires 18+ for procedures.
UK
CAP 12.7 bars "cure" and "rejuvenation". 12.22.1 allows only "temporarily" preventing or masking ageing. 12.25 bars under-18 targeting. Botox is a POM.
EU
Cosmetics must not imply "characteristics or functions which they do not have" (Reg 1223/2009 Art 20). Reg 655/2013 criteria apply. Sources: EU_COSM_A20, EU_COSM_655.
UAE
The DHA requires before/after photos to be the "same person, shot with the same lens and without editing", with a disclaimer that results vary, and written patient consent. Sources: DHA_2026, UAE_CMS.
India
The DMR Schedule includes "Form and structure of the female bust" and "Leucoderma". Source: IN_DMR.
Check a cosmetics, skincare and aesthetics ad
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Your report appears here.Each flag shows the phrase, the rule behind it, a source and a real case where a similar ad got in trouble.
This tool is a pre-launch screen, not legal advice. Meta and Google do not publish banned-word lists, so each flag is a risk signal tied to a published rule, regulator ruling or court case. Policies change often. Data last checked 5 October 2026.