The Joint Council for Cosmetic Practitioners (JCCP) has raised concerns over vague and misleading advertising language used by aesthetic training companies to the Advertising Standards Authority (ASA).
The complaints have resulted in several investigations by the ASA and consequently the company has informed all three establishments’ that their advertisements could not appear again in their current form.
The companies affected were Aesthetics Uni, Boss Babes Uni and Aesthetics Lounge Academy, all of which the ASA explained provided misleading information.
Miles Lockwood, director of complaints and investigations at the ASA said, “These rulings set a key precedent for us in taking action against advertisers in this sector. It’s important to ensure that aesthetic practitioners are being upfront and not making misleading claims about the training they provide.”
Professor David Sines, chair of the JCCP commented, “Unfortunately, some training companies have misrepresented the basis of the training provided, the level and type of qualification obtained and how their programmes relate to the standards required for admittance to relevant Professional Standards Authority (PSA) accredited voluntary professional registers, such as the JCCP. This misrepresentation leads to trainees spending large sums of money on training programmes that have not been developed in line with required standards and regulated qualifications.”
Professor Sines explained that he is delighted that the ASA has upheld these three complaints. “We would encourage all education and training providers to consider joining the JCCP register of approved training organisations as a kite mark of quality for both the public and for the sector generally. We also advise that all people seeking to develop their competence in the aesthetics sector to look carefully at the courses on offer to ensure that they lead to nationally recognised regulated qualifications, at the appropriate level for that particular treatment and they comply with nationally agreed knowledge and practice competence requirements, as outlined by the JCCP and endorsed by key stakeholders,” he said.