The Advertising Standards Authority (ASA) has banned adverts for two health clinics after they promoted the benefits of Botox.
Advertising prescription-only medicines such as Botox is prohibited under UK regulations.
The ASA said the rulings against Dermaskin Clinics, based in Cardiff, and HB Health of Knightsbirdge "set a precedent of what we expect from all advertisers across the sector" and would be followed up by compliance work. The watchdog said:
"It is illegal to advertise a prescription-only medicine, such as Botox, to the public. Our rulings, which apply to ads across media including online, set a clear precedent for the whole health and beauty sector.
"Any company referring to Botox must stick to the facts and avoid any promotional language. We'll be communicating this requirement to the sector and providing help and advice so they get their ads right."
Botox treatment has revolutionised the lives of many patients where other treatments didn't work. Joanna Hamilton-Colclough, who is director of the Migraine Action charity, says it's a cost effective treatment that should be made available on the NHS.
Joanna has suffered from chronic daily headaches since childhood. She says having the Botox treatment has transformed her working life and left her pain free for the first time in 30 years.
Chronic migraines are extremely debilitating and can significantly affect a person's quality of life.
We are pleased that the committee has been able to recommend Botox as a preventative therapy for those adults whose headaches have not improved despite trying at least three other medications and whose headaches are not caused by medication overuse.
We have published our final draft guidance so that registered stakeholders can highlight any factual errors or appeal against our provisional recommendations. We have not yet issued guidance to the NHS on the use of this drug.