On 25 November 2021, the Committee of Advertising Practice (CAP) and Broadcast Committee of Advertising Practice (BCAP) introduced new rules that prohibit cosmetic interventions advertising from being directed at under-18s:

CAP Code rule 12.25

12.25 Marketing communications for cosmetic interventions must not be directed at those aged below 18 years through the selection of media or context in which they appear.

Cosmetic interventions mean any intervention, procedure or treatment carried out with the primary objective of changing an aspect of a consumer’s physical appearance. This includes surgical and non-surgical interventions, both invasive and non-invasive. This does not include cosmetic products as defined in Regulation (EC) No 1223/2009. See Advertising Guidance: Cosmetic Interventions.

BCAP Code rule 32.2.9

32.2 These may not be advertised in or adjacent to programmes commissioned for, principally directed at or likely to appeal particularly to audiences below the age of 18:

32.2.9 Cosmetic interventions. Cosmetic interventions mean any intervention,

procedure or treatment carried out with the primary objective of changing an aspect of a consumer’s physical appearance. This includes surgical and non-surgical interventions, both invasive and non-invasive. This does not include cosmetic products as defined in Regulation (EC) No 1223/2009. See Advertising Guidance: Cosmetic Interventions.

The targeting restrictions came into effect on 25 May 2022 after a 6-month implementation period.  The targeting rules essentially require that:

• Ads for cosmetic interventions must not appear in non-broadcast media directed at under-18s;
• Ads for cosmetic interventions must not appear in other non-broadcast media where under-18s make up over 25% of the audience; and
• Broadcast ads for cosmetic interventions must not appear during or adjacent to programmes commissioned for, principally directed at or likely to appeal particularly to under-18s. 

CAP and BCAP have carried out a 12-month review of the rules involving an assessment of relevant complaints and pre-publication advice casework, supplemented by proactive online monitoring. The review did not identify factors that would cause CAP and BCAP to reconsider the basis of the rules or that would prompt changes to their wording. Findings from the proactive monitoring did not identify clear breaches of the rules but did indicate, in some cases, that cosmetic interventions advertisers could make more of the targeting tools to target their ads to an adult audience and away from under-18s.

Advertisers should refer to CAP guidance on Age-Restricted Ads Online, Cosmetic Interventions, Cosmetic Interventions: Social Responsibility, and Media Placement Restrictions: Protecting Children and Young People for further guidance on how to ensure their ads are responsibly targeted. 

For confidential advice related to specific non-broadcast marketing communications, please contact CAP’s Copy Advice Team. 

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