ASA/CAP marketing rules for aesthetic clinics
This is the part many clinics miss: compliance risk is not only about treatments. It is also about what your website, social posts, ads, testimonials, and before-and-after images imply.
The big four checks
1) Do not advertise prescription-only medicines to the public.
2) Do not target non-surgical cosmetic intervention ads at under-18s.
3) Do not use urgency or pressure tactics that trivialise the decision.
4) Do not use before-and-after images that exaggerate outcomes.
Before-and-after images
ASA/CAP guidance says clinics should hold signed and dated proof that images are genuine and should avoid production techniques that make treatment outcomes look stronger than they really are.
Where this affects your website
Homepage claims, pricing language, urgency banners, treatment captions, and social proof all matter. Clear, neutral wording does more than reduce ad risk — it also makes your clinic sound more credible.
Want the plain-language clinic version?
The UK Aesthetics Compliance Checklist pulls the most practical marketing and prescribing checks into one free PDF, so you can review what is enforceable now before rewriting your website or social copy.
Built for qualified professionals • Calm tone • Clinic-safe boundaries
New UK compliance update: Download the free compliance checklist →
Related resources
UK Aesthetics Compliance Checklist
The free PDF covering marketing, records, licensing, and prescribing.
Read →
No-outcome promises wording
Remove guarantees, timelines, and certainty from client-facing copy.
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Rebooking without pressure(calm, controlled tone)
A simple example of how calm wording can still convert without pressure.
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