Beauty and aesthetics clinics face ASCI scrutiny similar to general healthcare advertising, so compliant before/after content and GBP reviews carry the trust-building weight. Measured against booked consultations and appointment show-rate, not raw inquiry volume.
The rules are stricter than most clinics realise
Aesthetics is one of the most closely regulated areas of consumer advertising. In the UK, botulinum toxin is a prescription-only medicine and cannot be advertised to the public at all, a point the ASA and CAP have made specifically about social media (ASA and CAP enforcement notice). Clinics can promote consultations and the practitioner's expertise, but not the product. In India, ASCI scrutiny of beauty and health claims is similar in spirit. Most agencies learn this after an ad is pulled or a complaint is upheld.
What works within the rules
- Treatment pages that explain what is involved, recovery, risks and who it is not suitable for
- Practitioner profiles with qualifications and registration, because trust is the product
- Before-and-after galleries with consent, consistent lighting and no editing
- Consultation-led offers rather than discounting injectables
- A Google Business Profile with genuine reviews and fast replies
Reviews carry the decision. BrightLocal's 2025 survey found 86% of consumers use Google to read reviews, and 40% are most likely to leave one after an email request (BrightLocal Local Consumer Review Survey 2025). A simple follow-up after each appointment is worth more than most ad campaigns.
Keeping social honest
Influencer and creator content must be labelled as advertising, and fake reviews are now unlawful in the UK under the DMCC Act, with CMA fines of up to 10% of global turnover (Cooley on the DMCC Act, April 2025). Filters on before-and-after images can also breach advertising rules. We plan creator partnerships with disclosure built in.
Repeat bookings matter most
Many aesthetics treatments are repeated every few months. Reminder messages, loyalty offers on non-prescription services and good aftercare content turn one visit into a relationship. See our lifecycle marketing service for how we set that up.