Aesthetics Clinic Leads: How to Follow Up Without Breaking the Botox Advertising Rules

UK aesthetics clinics can follow up enquiries by text, but the messages must not promote Botox or any other prescription-only medicine, must not run price promotions on them and must not use pressure tactics. What you can do is offer a consultation, promote your clinic and promote non-prescription treatments. Done that way, follow-up books more consultations and keeps you on the right side of the ASA.

At a glance

• Botox is a prescription-only medicine and cannot be advertised to the public
• The ASA treats almost any reference, including "wrinkle-relaxing", as likely to break the rules
• You can promote a consultation for wrinkles, your clinic and non-POM services
• Ads for non-surgical cosmetic interventions must not target under-18s
• A licensing scheme for England is proposed but not yet in force (as of June 2026)

What do the advertising rules say about Botox?

Botox and other botulinum toxin products are prescription-only medicines and cannot be advertised to the public, according to the ASA. Its guidance says almost any reference to Botox is likely to break the rules, including indirect phrases like "wrinkle-relaxing treatments", across social media, websites and print. Price and prize promotions for Botox are banned, and before-and-after photos of Botox treatment are not allowed.

The rules apply to your own social media and website, and in practice to any marketing message you send, including follow-up texts.

What can an aesthetics clinic say?

Source: ASA guidance on advertising Botox and non-surgical cosmetic interventions. Check with CAP Copy Advice if you are unsure.

What should a follow-up text say?

Hi [first name], it's [name] from [clinic]. You got in touch with us a little while ago. Would you like to book a consultation with one of our practitioners? Reply STOP to opt out.

Notice what is missing: no product names, no prices, no deadline. The consultation is where your clinician discusses options. That is both compliant and better sales: the consultation is where trust is built.

Is regulation changing?

Yes. The Health and Care Act 2022 gave the government power to license non-surgical cosmetic procedures in England, and the Department of Health and Social Care set out proposals in August 2025. Clyde & Co's June 2026 summary says the proposals include a traffic-light system where higher-risk procedures are limited to regulated healthcare professionals and all procedures are restricted to over-18s, but the scheme was not yet in force. Scotland passed its own legislation in March 2026. Expect more scrutiny of how clinics market, so build compliant follow-up now.

Which aesthetics leads should you work?

• Enquiries from Instagram, Facebook and your website that never got a proper reply
• Consultations that did not lead to treatment
• Skin and body treatment enquiries
• Lapsed clients due a review

Can AI do aesthetics follow-up safely?

Yes, if it is set up with the right wording. Setterly's AI offers consultations, never names prescription-only medicines, never runs time-pressure offers and passes clinical questions to your team. You pay per booked appointment, with no setup fee and no retainer. CRM integration is optional for a one-off fee. See aesthetics clinic leads.

Our published results are from other industries, but every business that sells a considered purchase works the same way. Cloudy2Clear, a UK misted double glazing repair franchise, booked 673 appointments from 6,769 old enquiries. One business's result, not a forecast.