Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Many marketers claim lasers can improve the appearance of skin. In fact, medical lasers have been used for cosmetic purposes such as the removal of birthmarks, acne scarring, blemishes, thread veins, wrinkles and tattoo removal. More traditional use is for hair reduction and more recently, claims to “regrow” hair.
Marketers of lasers should take care not to exaggerate their products’ performance when making claims for health and beauty treatments. For example, although it accepts they are the treatment of choice for removing blue tattoos, CAP understands that lasers are not always so effective in removing multi-coloured tattoos, especially those with green, orange or yellow components. Marketers should be careful not to claim that coloured tattoos will be effectively and completely eliminated in all circumstances: the results will vary and factors include the type of laser used, the size of the pigment particles and the skill and technique of the tattooist.
CAP understands that users of some lasers (for example, 3b, 4 and Intense Pulse Light Source) generally need to be registered with the Care Quality Commission (www.cqc.org.uk) although therapists making home visits might not. Marketers should ensure that they do not promote the use of lasers by unqualified therapists.
We understand marketers may not use the Care Quality Commission logo but can claim to be registered with it if they are.
See ‘Hair’, ‘Anti-ageing: Procedures using Laser’, and other entries on ‘Lasers’.
Last modified : 26 July 2010