‘Back to school’ Botox advert gets banned for exploiting women’s insecurities
A Botox ad aimed at helping mothers “dazzle” at school has been banned for exploiting women’s insecurities.
Beauty comparison site Glowday posted an article on its website in September 2021, showing a woman next to a small child with a backpack.
It included a list of cosmetic procedures for moms who “dazzle at the school gates” and “want to feel confident and confident,” alongside a link to Botox treatments.
The Advertising Standards Agency (ASA) ruled that the “irresponsible” ad exploited women’s insecurities about aging, and perpetuated the harmful gender stereotype that women should look a certain way.
The Hereford-based company responded to the ruling, with campaigners calling the ad “absolutely horrific”.
Glowday’s ‘Back to School Botox’ page was banned for exploiting women’s insecurities and perpetuating harmful gender stereotypes
The post, written by Kelly Davies on Sept 3, 2021, said, ‘The start of the new school year has an extra head start for us moms this year.
“It feels like the beginning of normality after endless lockdowns, bubbles, sidestream testing and homeschooling, with women taking the brunt.
“So here are some ideas if you’re one of those moms who wants to shine at the school gates, or just a mom who wants to dazzle, or just an ordinary woman who wants to feel more like herself again!”
It added: ‘More than a quarter of women say the lockdown has made them older and are turning to non-surgical aesthetic treatments to put resilience back in their shoes and perhaps feel more like they run to school.’
This was followed by an image of a smiling woman wearing high heels and a dress.
It added: ‘All these women really want is to look like the very best version of themselves, and to feel confident and confident. And that is exactly what aesthetic treatments can do for us.’
The text also stated that Botox was “by far the most popular poison in the population” for “mothers fleeing school.”
A link was then provided to book treatments including Botox.
In a statement published this week, the ASA noted that the ad only targeted women, particularly mothers, suggesting that a cosmetic procedure would boost their confidence and well-being.
The ad also implied that “women had to look a certain way in order to confidently take their children to school,” according to the ASA.
“That’s why we thought the ad exploited women’s insecurities around aging and perpetuated the harmful gender stereotype that women are supposed to look a certain way,” it added.
Commenting on the ASA survey, Glowday said that “many women” had booked treatments after the school holidays and that it was an “incorrect stereotype” that insecure women sought cosmetic treatments.
The ASA also upheld a complaint from a member of the public that the advertisement should be banned on the grounds that Botox is a prescription-only drug that cannot legally be advertised to the British public.
Dawn Knight, of the Joint Council for Cosmetic Practitioners, a body dedicated to promoting good practice in the cosmetic industry, told MailOnline: “Social media has an awful lot to answer when it comes to people’s self-esteem and body image and especially people-oriented. new mothers.
“It’s absolutely awful. It is illegal to advertise prescription-only drugs directly to the public. It’s irresponsible.
“It’s a really worrying emerging trend and we’re seeing a lot of offers of multiple procedures in mummy makeovers.”
She said mothers are “under enough pressure without the added pressure of physical appearance.”
“It’s a really irresponsible way to drive traffic,” Ms Knight added.
Glowday said it disagreed with the ASA’s decision.
Hannah Russell, the founder, told MailOnline: ‘We disagree that we were promoting Botox, mainly due to the fact that consumers cannot buy Botox or even book Botox treatments on Glowday.
Botox, which lasts three to four months, works by relaxing the muscles in the face to smooth out lines and wrinkles
“We have no commercial interest in promoting a brand of botulinum toxin, instead we strive to provide consumers with unbiased information on a range of aesthetic and skin treatments.
“The irony of the ASA ruling is that while thousands of unregulated, unexplained non-medicated injectors continue to dangerously administer fillers and toxins and promote their services across social media and the internet, without redress, responsible companies like Glowday and its responsible practitioners they have been challenged.’
An ASA spokesperson told Mail Online: ‘Under the legislation, our rules make it clear that prescription-only medicines, including Botox, cannot be advertised to the general public.
“Our rules also make it clear that ads shouldn’t exploit people’s insecurities about body image.
Advertisers should not suggest that happiness or well-being depends on conforming to a certain appearance or having a gender-stereotypical body type or characteristics.
“Because we believed this ad exploited women’s insecurities about aging and perpetuated harmful gender stereotypes about what women should look like, we banned the ad and told Glowday to ensure that future ads do not abuse making of people’s insecurities.”
Botox is the most popular brand name of botulinum toxin.