New enforceable guidelines for advertising Prescription-Only-Medication such as Botulinum Toxin or Vitamin Injections such as B12, C & D came into effect on the 31st January 2020. This is regulated by the Committee of Advertising Practice (CAP), who will use specialist new monitoring technology to discover non-compliant ads and take action. One such outcome may be the reporting of specific ads or posts on social media platforms like Instagram. 

The Advertising Standards Authority (ASA) was established in 1963 as an industry watchdog to monitor and adjudicate any breaches of the British Code of Advertising Practice (CAP Code) with the primary objective of protecting the public from inaccurate, inappropriate or misleading adverts, whether online, in print or via broadcast. 

Any promotion of a POM to the public is a breach of the CAP Code, and an offence under the Human Medicines Regulations 2012. 

Code 12.12 of the CAP states that “Prescription-only medicines or prescription-only medical treatments may not be advertised to the public”.