The regulator has specifically advised practitioners to stop using the phrase “doll-maker” and to refrain from “dancing, singing or comedic comments” in advertising.
Images of women in lingerie or in poses “suggestive of sexual positions” will no longer be allowed in the advertising of cosmetic procedures come September, the health practitioner regulator has confirmed.
As AHPRA attempts to put the cosmetic surgery and injectables industry “on notice”, it has released explicit examples of the language and imagery it considers to be in breach of cosmetic procedure advertising rules.
Specific phrases highlighted as poor practice include:
- “more natural”, “ideal”, “perfect” and “instant” when used in a caption accompanying photographs, videos or images;
- the use of terms such as “gentle”, “quick”, “simple”, “safe” or “easy” without clear information on risks;
- phrases that imply that wellbeing will suffer without intervention, like “happier you” or “best version of yourself”;
- statements like “perfect pout”, which implies that any desired outcome can be achieved;
- and advertising that idealises higher-risk cosmetic procedures using terms such as “Barbie”, “doll-maker” and “perfect”.
Earlier this week, the regulator released advance copies of two non-surgical cosmetic procedure guidelines which will come into effect in September.
One focused on practitioner training and conduct, while the other looked purely at advertising standards for higher-risk procedures like Botox, dermal fillers, thread lifts and sclerotherapy.
In terms of imagery and social media content, the new advertising guidelines advise that any photographs or videos must be “for the purposes of information and/or education”.
It means advertising cannot include “sexualised images”, which it defines as including “parting of legs”, “hands placed near genitals”, “positions that imply sexual readiness” or “gratuitous nudity”.
Lingerie, sexual paraphernalia, simulated undressing and oiled bodies are also out.
Video of patients crying with happiness following a procedure, for example, would fall foul of the incoming guidelines, as would social media content that invites viewers to “guess the procedure” or “guess how many mLs of filler we used”.
While before-and-after photo comparisons are technically still allowed, both images must be as similar as possible in terms of lighting, background, framing, makeup, facial expression and clothing.
Images can’t be edited or enhanced through filters, retouching or grey-scaling.
Typically, if AHPRA is notified of non-compliant advertising, its first step is to contact the advertiser and ask for a correction.
In most cases, its webpage advises, the matter will be closed if the offending advertisement is corrected.
If it is not corrected and the advertiser is found to be a registered practitioner, AHPRA can impose conditions on that person’s registration.
If it is not corrected and the advertiser is not a registered practitioner, AHPRA may prosecute.
Very serious breaches can result in prosecution regardless of whether the advertisement is corrected.
