Several beauty clinics in Norway have their own Christmas calendars on Instagram where, among other things, you can win or get a discount on various types of cosmetic injections.
For example, you can win lip fillers by liking the Instagram post and following the clinic’s account.
Several clinics also encourage you to tag friends who you think should get the prizes.
PRIZE: Screenshot from one of the clinics TV 2 has been in contact with where lip patches are distributed in a Christmas calendar window.
“Christmas is also a time to think about others. We therefore encourage you to nominate someone who also deserves to win”, writes a clinic on a calendar entry where you can win lip fillers.
– Awakens a competitive instinct
– Is it legal? asks a shocked Maria Abrahamsen when she hears about the Christmas calendars. She is known as the TikTok psychologist @psyktdeg.
CONCERNED: TikTok psychologist Maria Abrahamsen is concerned about the normalization of injections. Photo: Ida Fiskaa
She finds it fascinating to see developments in both Christmas calendars and the normalization of injections. She believes such Christmas calendars contribute to this normalisation.
– In addition, we are such by nature that if we can win something, we want to do it more. If it is wreath cake or fillers, it awakens a competitive instinct.
It can also lead to the emergence of a need that was not there before, the psychologist believes.
I don’t think it’s strange
TV 2 has contacted several clinics that have given away fillers in Christmas calendars on Instagram. One of the clinics is The Beauty Lab in Bergen. In the first slot in their calendar, the prize was lip balm, and a prerequisite for participating was to tag a friend.
CHRISTMAS CALENDAR: Screenshot where lip balms are given out in a Christmas calendar slot.
– When you are a cosmetic clinic that offers fillers, I don’t think it is so strange that you give it out as a prize, says general manager of The Beauty Lab Emilie Godager.
She points out that they have an 18-year-old age limit and have a careful review with a nurse and doctor before you can receive treatment from them. They also say no to customers they don’t think should take more fillers.
As for the criticism from Abrahamsen, she sees that it can arouse a competitive instinct, but believes that their customers are adults who are able to make their own choices.
Not illegal
According to the Norwegian Medicines Agency, it is permitted to advertise fillers. It is considered medical equipment. They also state that there is nothing in the regulations that defines the use of competitions as part of marketing campaigns as illegal.
IMPACT: Senior advisor at the Norwegian Medicines Agency Ole Benny Østby believes the beauty industry must be aware of its impact.
Senior advisor Ole Benny Østby at the Norwegian Medicines Agency explains that beauty clinics that advertise fillers must be factual, not misleading and inform about side effects.
In addition, he writes that it is sad if health personnel through advertising contribute to unnecessary body pressure and encourage the use of medical equipment to change a natural diversity among us humans.
– This is an industry that can make a lot of money by influencing people to correct things that are natural and normal, he writes.
– Harmful for an entire generation
Maria Abrahamsen also says that tagging or nominating friends can damage people’s self-esteem.
– You convey to someone that they don’t look good enough. And this can lead to new habits with injections and a worse relationship with one’s natural appearance, says Abrahamsen and adds:
– It is harmful for an entire generation when there is such a large gap between what is seen as beauty and what is natural.
TAG A FRIEND: Call for tagging in several Christmas calendars.
Head of The Beauty Lab Godager does not think it will be perceived negatively to be tagged by a friend in a “giveaway” for lip fillers.
– I don’t think you think you’ve been tagged because your friend thinks you’re ugly.
– But can it not be perceived that way?
– You can’t completely rule it out, but my opinion is that you tag friends so that they also get the “giveaway”, which is a friend-to-friend thing. I think the second is very rare.
Deliberately omitted botox
Lars-Henrik Windhaug is general manager at Vanity Beauty Clinic. Among other things, they hand out lip balms in their Christmas calendar.
He writes in an email to TV 2 that the prizes in the calendar have been selected because they are popular, and that they have deliberately avoided services that are not allowed to be advertised – such as botox.
POPULAR: Managing director of Vanity Beauty Clinic Lars-Henrik Windhaug writes in an email to TV 2 that they have chosen such prizes in the Christmas calendar because they are popular. Photo: Sigve Bremer Mejdal / TV 2
– I respect that there are divided opinions about the usefulness of our services, but encourage the others you spoke to to show understanding that different people make different choices, writes Windhaug and writes further:
– We cannot of course rule out that this type of marketing initiative has a certain influence, but in a state of law we must be able to adjust to the fact that what is not prohibited is permitted. If the authorities change the regulations, we will of course take note of it.
– Can break the law
The Norwegian Consumer Protection Agency writes on its website that if you target a younger target group or have many followers under the age of 18, you should be aware that the marketing of certain products is not suitable for minors.
They mention slimming products, consumer loans and cosmetic surgery as unsuitable products they have intervened against before.
LUKE 18: Screenshot from a Norwegian clinic that gives away lip fillers in slot 18 of its Christmas calendar.
Linn Hogner Jahr in the Consumer Protection Authority says that children are given special protection against marketing,
– When a commercial practice is aimed at children, or otherwise can be seen or heard by children, particular care must be taken towards children’s impressionability, lack of experience and natural gullibility. It is thus the companies’ own responsibility that advertising does not hit children and young people. This also applies to Instagram.
– Is it illegal to advertise fillers on Instagram?
– I think it may break the law, but it depends on what kind of content they otherwise have and whether they have followers under the age of 18. Then they have a special responsibility to be careful.
Will take a closer look at marketing
Windhaug in the Vanity Beauty Clinic writes that in practice any marketing initiative will have a certain risk of reaching children and young people.
– We have tried to reduce that risk by emphasizing that the age limit for our services is 18 in all posts so that we channel attention to the right target group.
He points out that they are also not required to tag in order to participate.
Godager says it is difficult to control who they reach on social media.
– I think the most important thing is that those under the age of 18 do not receive treatment here. I feel that is where our responsibility lies. We will also take a closer look at how we can better limit our marketing so that it will affect minors as little as possible.
