ASA calls out aesthetics firm for advertising Biotin jabs on Facebook

Yesterday, August 24, the Advertising Standards Authority (ASA) issued a landmark ruling against aesthetics firm Secret Surgery Aesthetics for illegally advertising Biotin injections on Facebook.

The ruling comes weeks after the authority's sister organisation, the Committees of Advertising Practice (CAP), released a bitesize series around the ad rules for non-surgical cosmetic interventions.

A post on Secret Surgery Aesthetics’ Facebook page, seen on 30 May 2022, featured an image of a woman’s hairline alongside text that stated, “This wonderful lady started Biotin jabs and is already seeing the results of hair growth! Vitamin B is vital in human functioning and Biotin is one of the B complex, that is Vitamin B7, also known as Vitamin H. Vitamin H stands for hair and skin which is derived from German word - Haar and Haut. Many studies have shown Biotin to be useful for Skin, Hair and Nails. Most common symptoms of a lack of biotin are - Thinning of hair,  Skin dryness,  Loss of hairs,  Anemia [sic],  Fungal infection ****OFFER**** Book in for a course. 6 jabs (1 per week) only £150. Standard price £210.”

The post prompted, a Trustee of the Joint Council of Cosmetic Practitioners (JCCP), to issue a complaint to the ASA, challenging whether the ad breached the Code as it advertised a prescription-only medicine to the public.

Despite being touted in the media and amongst consumers, Biotin has no proven efficacy in hair and nail growth of healthy individuals.

Secret Surgery Aesthetics said they had been unaware that under the advertising code, Biotin jabs could not be advertised to the public and stated they had made some changes to their advertising.

“The CAP Code stated that prescription-only medicines or prescription-only medical treatments must not be advertised to the public,” said the ASA speaking of their assessment of the ruling. 

“The ASA understood that all licensed forms of injectable Biotin were prescription-only medicines.

“The ad, which was visible to anyone visiting Secret Surgery’s Facebook page, invited consumers to book Biotin injections. We therefore considered that it promoted a prescription-only medicine to the general public and concluded that it breached the Code.”

The ad breached CAP Code (Edition 12) rule 12.12 which states that Prescription-only medicines, medical treatments and medical devices may not be advertised to the public.

“The ad must not appear again in the form complained of,” said the ASA.

“We told Secret Surgery Aesthetics not to promote prescription-only medicines to the general public in future.”

In a Facebook post about the “landmark ruling,” aesthetics industry regulation campaigner and JCCP lay chair, Dawn Knight stated that “ignorance is no excuse” for such breaches of the Code.

“Please be careful when you’re vulnerable seeking out non-surgical cosmetic interventions,” she warned.