Changes and restrictions in aesthetic medicine advertising on the web
The new year has created a big headache for healthcare business owners, and it’s all about advertising opportunities, or really the lack thereof.
Amendment of the law on advertising of medical services
As of January 1, 2023, an amendment to the law went into effect, under which it is prohibited to promote medical devices used in aesthetic medicine. With the amendment to the law coming into effect – the internet, social media as well as traditional media will be banned from advertising laser treatments, equipment and medical device specialty products. Indeed, the ban also applies to the activities of ifluensers. Owners of clinics and beauty salons must be particularly careful that products that doctors may use are not subject to user-directed advertising communications. Advisors and specialists point out and emphasize that advertising is an incentive to use the services, a presentation of the devices as well as their effects after treatments. That’s why there is also mention of before-and-after photos of the treatments. Failure to comply with the new rules and regulations will be subject to fines of up to two million zlotys.
Have the restrictions reached everyone?
We still need to mention an important issue for these entities. All those who advertised their products before the end of 2022 have until June 30, 2023 to bring their promotional ads as well as their websites into compliance with current laws. “Advertising activities (spots, posters, billboards, flyers), with content that was distributed at least once before 1.01.2023, are not subject to evaluation from the perspective of the new provisions of the law and the regulation on medical device advertising issued on its basis. This means that if a particular message (a particular TV advertising spot, a particular flyer, a website, etc.) that was disseminated at least once before 31.12.2022 does not comply with the new advertising requirements of the Law, the advertiser will not be held legally liable until 30.06.2023.”
How to prepare for changes in advertising of medical services?
Public health law is subject to strict regulations, but we have a chance to show ourselves to customers in a couple of other ways, such as creating a social media profile. There you can publish content of value and substance that will help the user (reader) solve his problems. If the beauty industry website or the website of an aesthetic medicine clinic is properly tailored, the Google business card will be another tool to increase traffic. Google business card information related to opening hours and location will certainly be helpful. All in all, it’s a tough nut to crack because ads won’t be able to include in the big picture:
- Encouragement and solicitation of medical treatments
- promises, effectiveness, information on treatment methods and time
- information about the name of the equipment and quality
