Marketing Aesthetics Services Responsibly: A Practical Guide for Clinics

Start with what you can prove

Words such as “revolutionary”, “risk-free”, “permanent” or “guaranteed” may sound attractive, but they can create objective claims about a treatment. The Advertising Standards Authority expects objective claims about cosmetic interventions to be supported by robust evidence.

Before publishing a claim, ask:

• What would an ordinary client understand this to mean?
• Do I hold evidence supporting that exact meaning?
• Does the evidence relate to this treatment, product and intended outcome?
• Have I left out any information that would change the overall impression?

Client satisfaction, personal experience and supplier marketing material do not automatically prove that every advertised outcome is generally achievable. Use measured phrases that accurately describe the purpose of a service, and avoid suggesting that one appointment will produce a particular result for everyone.

Treat images as marketing claims

A before-and-after image communicates a claim even when the caption says very little. CAP and the ASA treat these images in a similar way to testimonials, so marketers should hold evidence that the comparison is genuine and representative.

Keep both photographs as consistent as reasonably possible. Lighting, distance, camera angle, facial expression, makeup and image quality can all change how dramatic a result appears.

Do not smooth skin, reshape features or digitally enhance an area relevant to the advertised outcome. CAP specifically warns that editing an “after” photograph to smooth the skin could exaggerate the apparent effect of a treatment intended to reduce lines or wrinkles.

Keep the original files, the client’s appropriate consent and a clear record of the treatment associated with the images. Consent to take a clinical photograph should not simply be assumed to include permission to use it in advertising.

Take extra care with botulinum toxin

Botulinum toxin brands used in aesthetics are prescription-only medicines. UK rules prohibit advertising prescription-only medicines to the public. The restriction covers direct promotion and references that indirectly promote a particular medicine, including names, logos, testimonials, links and promotional price lists.

Clinics may advertise a consultation for concerns such as lines and wrinkles, provided the wording does not direct the public towards a named prescription-only medicine. The focus should remain on the consultation and service rather than the product that might later be prescribed.

Before-and-after photographs showing the effects of botulinum toxin should not be used to promote the service. CAP describes these photographs as visual claims for the prescription-only medicine, even when the product is not named in the accompanying text.

Review hashtags, booking-page titles, treatment menus, link previews and text embedded within images as well as the main caption. A compliant caption can still be undermined by promotional wording elsewhere in the post.

Keep promotions responsible

Offers should give clients enough time and information to make a considered decision. Avoid language that trivialises an intervention or puts unnecessary pressure on someone to book.

Be careful with messages that imply a person needs treatment to feel acceptable, successful or confident. CAP advises advertisers to avoid suggesting that people are not good enough as they are or reinforcing negative body image.

Marketing for cosmetic interventions must not be directed at under-18s. The restriction applies to the placement and targeting of advertising, so practitioners should check audience settings when running paid social campaigns.

Build a simple checking routine

Create a short review process for posts, adverts, emails and website updates:

1. Identify every statement or image that implies a result.
2. Check the evidence held for each objective claim.
3. Confirm that photographs are genuine, appropriately consented and not misleading.
4. Remove direct or indirect public promotion of prescription-only medicines.
5. Review the audience, tone, offer terms and booking link.
6. Save the approved wording and supporting records.

If another person or an AI tool creates your content, the same checks still need to happen before publication. Give anyone who posts for the business a written list of words, claims and treatment references that require review.

Good marketing helps potential clients understand what you offer while protecting the trust you have built. If you are developing your aesthetics knowledge or planning your next professional step, Urban Angel Aesthetics Academy in Derby can help you explore suitable training options.