LED mask adverts banned in warning to online sellers

In the latest wave of trending beauty treatments, LED masks have been taking over TikTok feeds and bathroom shelves everywhere, with many promising glowing skin after just a few minutes of light therapy a day.

But it’s these bold claims that have led the Advertising Standards Authority (ASA) to ban several advertisements for the products. According to the ASA, some online ads were found to imply medical-level results without the clinical evidence to back them up.

The crackdown is a stark reminder that brands need to be careful about what they claim when selling online. 

Why are ads for LED masks being banned?

As part of its ongoing crackdown on misleading advertising, the ASA recently ordered the removal of multiple LED mask ads that made unauthorised claims about treating skin conditions like acne and rosacea. 

The rulings specifically cited a breach of CAP Code rules, which are used by the ASA to govern medicinal and medical claims for unauthorised products.

One business shared before-and-after images on its website, showing a woman’s forehead — the first with acne, and the next without — alongside the caption: “By week three, my acne had disappeared”.

Meanwhile, social media ads posted by other beauty businesses were taken down for similar claims. One video in particular featured a woman using an LED face mask with the caption: “Finished with the blue light to help treat my acne and scars”.

In its ruling, the ASA stated that “no medical claims could be made for the product, whether or not such claims appeared in customer testimonials.” 

It’s just one in a series of crackdowns from the authority, as it attempts to tackle the myriad of new healthcare “cures” cropping up online.

In July, the advertising watchdog previously released several new rules on another emerging medical product, weight loss injections. Online pharmacies are no longer allowed to run adverts for weight loss injections unless they are part of a wider service (such as consultation and prescription), following several breaches of advertising rules.

Other cases have made headlines in recent years. Last year, an episode of Dragons’ Den was edited after complaints that a pitch promoted “unfounded” claims. Ear Seeds founder, Giselle Boxer, said her product helped her recover from myalgic encephalomyelitis (ME).

What are the risks of selling healthcare products?

Cases like these reflect a wider issue of businesses exaggerating or misrepresenting the effectiveness of healthcare products when selling online, particularly as so many new product categories are emerging rapidly onto the market

For online stores and dropshipping businesses, selling healthcare products comes with many risks beyond regulatory scrutiny.

Making misleading claims in marketing leads to non-compliance with advertising and product safety, which can ultimately result in fines, legal action, or having product listings removed.

It’s similar to the risks of selling counterfeit or substandard food products, which can cause harm to consumers. A notable case from July involved the Food Standards Agency (FSA) discovering that several Dubai chocolate products didn’t contain legally required allergen information.

This not only carries legal consequences but can also severely damage reputation and customer trust. Negative reviews or viral social media can amplify these risks, potentially affecting sales and profit margins long after regulatory action has ended.  

How to sell healthcare products safely

When promoting LED masks and other healthcare-related products, transparency and legal compliance must be prioritised.

As reported by the Daily Mail, Izzy Dharmarisiri, Media Relations Officer at the ASA advises: “When it comes to skincare and health treatments, it’s important that advertisers don’t blur the line between cosmetic benefits and medical claims.”

“People should be able to trust the ads they see and hear. It’s important we act to protect people who may be vulnerable and seeking genuine solutions to medical problems.”

This means avoiding medical claims that could be considered misleading by regulators — such as, in the LED mask case, “curses acne”, “treats rosacea”, or “reverses ageing”. If a product is legally classified as a medical device, it must meet strict regulatory standards. Products only claiming general cosmetic benefits have fewer regulatory hurdles.

Certain products must also be registered with specific regulatory bodies and laws, including the Medicines and Healthcare products Regulatory Agency (MHRA) FSA, and the UK Cosmetic Regulations (UCR). All products sold in the UK must also meet specific safety standards and often bear the UKCA mark to confirm regulatory compliance before being sold to consumers.

Working with reputable suppliers, especially for firms that don’t handle inventory directly, helps guarantee that products are genuine, safe, and comply with UK regulations.

The ASA ruling is a reminder for ecommerce firms not to jump onto trends blindly. Make sure to research all of your product listings and check all legal and regulatory requirements before marketing them, so you can keep your customers safe and your business compliant.