Beauty and Cosmetic Terms

The table below sets out the terms that are prohibited and must not be used in Yell’s products. We have recommended some alternative terms/ phrases that can be used instead.

PROHIBITED TERMS	SUGGESTED ALTERNATIVE TERMS/PHRASES THAT CAN BE USED
Botox (and any permutation of the word), Dysport, Vistabel, Azzalure, Xeomin, Juvederm, Bocoture, Teosyal, Teoxane Muscle Freezing/Inhibitor/ Relaxant/ Relaxing Wrinkle Freezing/ Relaxing Brow Freezing	Consultation for the treatment of lines and wrinkles Wrinkle treatment consultation Anti-wrinkle injections (use where the treatment is ‘non-prescription-only’) Anti-wrinkle treatments Facial line softening or plumping Treatments to improve (or reduce) the appearance of fine lines and wrinkles
Fat Dissolving Injectables/ Injections Fat Dissolve Injectables/ Injections	Weight-Related Treatments Consultation for Weight-Related Issues Fat Dissolving Treatments  If you are making weight loss statements for products that are not diet programmes, exercise, surgery, or psychotherapy, you will need to remove weight loss statements from your Advertisements and landing pages.
Saxenda, Aqualyx, Kybella, Deoxycholic acid, Phosphatidylcholine, Ozempic (injectables) and Rybelsus (oral), often marketed as Skinny Jabs or Skinny Pills Fat Melting Injections, Fat Busting, Fat Busting Injections, Flab Jab, Lipodissolve and Lipolysis.	Temporary toning/ tightening;  Temporary body toning; or  The consultation for the treatment of weight related issues If you are making weight loss statements for products that are not diet programmes, exercise, surgery, or psychotherapy, you will need to remove weight loss statements from your Advertisements and landing pages.
Injectable Vitamin B12, Vitamin B12 Injection/s, Injectable Vitamin D, Vitamin D Injection/s	The consultation for Vitamin Boosters/ Vitamin Injections/ Vitamin IV

The table below sets out terms you may wish to use in your Advertising. We suggest you consult the ASA’s Website to ensure the use complies with the rules. Alternatively, we have recommended ways to use the terms that we believe enables you to promote your products and services responsibly:

TERMS	CLASSIFICATION EXCEPTIONS WHERE TERM(S) MAY BE USED	RECOMMENDED WAYS OF USING THE TERM(S)
Anti-ageing/Anti-ageing treatments		Reduce (or improve) the appearance of ageing skin, reduce the appearance of fine lines and wrinkles, reduce the visible signs of ageing; appear younger/more youthful; ageing skin; facial line softening; temporary facial tightening or toning; cosmetic enhancements. Using claims such as “temporary effects” or nourishing [or plumping] the skin with moisture is also acceptable.
Anti-Wrinkle		Reduce (or improve) the appearance of fine lines and wrinkles, anti-wrinkle treatments, anti-wrinkle injections (use only where the treatment is ‘non-prescription-only’), wrinkle treatments; facial line softening or plumping.
Wrinkle Reduction		Can refer to Dermal Fillers/ Lip fillers being capable of temporarily reducing the appearance of fine lines and wrinkles but should not suggest either that treatment can cure or rejuvenate skin or that lines and wrinkles will be permanently eliminated. Can include phrases such as to improve/reduce the appearance of fine lines and/or wrinkles, facial line softening or plumping as well as dermal fillers/ lip fillers.
Non-Surgical Face-Lifts lifting/ body lift, Facial Tightening		CACI Non-Surgical Facial(s), CACI Non-Surgical Treatments, or HIFU non-surgical facials, temporarily tones and tightens the skin; temporary facial tightening (or toning), CACI Facial Treatments, Hydradermie Lift or PDO Thread Lift. Your advertisements must not target Under 18s and must not appear in other non-broadcast media where under-18’s makes up over 25% of the audience.
Hyperhidrosis		A consultation for the treatment of hyperhidrosis.
Excessive sweating		Only recommended where the treatment does not involve Botox for example, surgical removal of sweat glands.
Hyperhidrosis (surgery)	Cosmetic Surgery	N/A
Cellulite		Only recommended where the treatment is Endermologie, in which case you can use – to temporarily reduce the appearance of cellulite.
Mesotherapy		You can only advertise this term when you are offering non-prescription only therapy.
Inch Loss (wraps)		Body Wrap, Universal Body Wrap
Body Wraps		Should not encourage diet or lifestyle practices that are unhealthy. You should not, for example, encourage consumers to avoid drinking water in order to maintain the temporary effect gained from water loss. You can make general claims for temporary weight loss or inch loss but should not claim that weight can be lost from specific areas of the body that the treatment is suitable for the overweight, or that any effects will be long lasting.   Claims that products such as wraps can aid weight loss as a result of flushing away toxins or which suggest that an accumulation of toxins can lead to adverse medical conditions are also likely to be problematic without a robust body of evidence.
IPL Treatments/ Laser Hair Removal		Registered medical practitioners who use IPL or lasers to treat disease, disorder, or injury must register with the Care Quality Commission (“CQC”).   Practitioners who use IPL or lasers for exclusively cosmetic purposes don’t have to register with the CQC, even if they are registered medical practitioners. Still, they do have to be qualified technicians.   Some local councils in England also require all practitioners who use IPL and lasers to register with them. You should check with their local council to find out if you need to register.    Advertisers of hair removal products and devices should ensure that they hold robust clinical evidence for the efficacy of their product. Advertisements should include whether the treatment they are offering is laser hair removal or intense pulsed light (IPL). Advertisers should only make qualified or conditional claims, for example, “lasers could lighten dark circles under the eyes caused by sun damage” (as long as they hold evidence to this effect). They should also make clear that the effect will be temporary (e.g. “temporarily lighten”) or that it can improve the appearance of skin conditions, e.g. acne, rosacea, or other skin conditions.
Depilatory/ Hair Removal Creams		Hair removal creams are unlikely to remove hair down to the root; they can remove hair down to the skin only. Advertisers should not state or imply (for example, using illustrations) that surface regrowth will be slower unless they hold convincing evidence that it will.
Electrolysis		If you carry out electrolysis hair removal, you must have an electrolysis licence that has been granted by the local authority in the area in which you operate from.    Conventional needle electrolysis can remove hair permanently but not painlessly. Tweezer electrolysis can, after a reasonable number of treatments, remove around 40% of hairs permanently. Again, the treatment is not painless. It is not accepted that ‘patch’ electrolysis has been proven to remove hair permanently. Where you are providing Electrolysis as a treatment, then you can include “Permanent Hair Removal” (where you are not offering “patch electrolysis”).
Rejuvenation		When talking about the appearance of skin use: rejuvenate your looks; regenerate your skin’s appearance; or renew the look of your skin.    When referencing the biological make-up or something deeper in the actual skin/cells use revitalise/ revitalisation for example, photo revitalisation, to improve/ reduce/ soften the appearance of fine lines and/or wrinkles; or facial line softening for superficial skin treatments refresh.
Stop Smoking		Emphasis should be on helping individuals stopping rather than making them
Tooth whitening, Teeth whitening, Whiter smile, Brighter smile	Dentists, Cosmetic Surgery, and the following classifications: Children’s Dentistry, Cosmetic Dentistry, Dental, Dental Hygienists, Dental Implants, Denture Repairs, Dentures, Emergency Dentists, NHS Dentistry, Private Dentistry, Teeth Whitening	You must be registered with the General Dental Council – either as an individual or as a company, you must ensure that the majority of your directors are registered with the GDC.

Businesses remain liable for any promotion in their Advertisements that breach any laws, statutes, and regulations in place, and which apply to the products as set out in Yell’s Advertising Policy and Advertising Terms & Conditions.  

We recommend you always review the information available to you on the ASA’s website.