Social media—love it or hate it—it’s here to stay. Over the years, social media platforms such as TikTok, Instagram, and Facebook have become a key way for clinics to reach their audiences and connect with both existing and potential patients.
It's no wonder, then, that practitioners are continually looking for new and creative ways to use these platforms to promote their services, showcase before and after photos, share videos and patient testimonials and engage with their clients via comments, direct messages, and live Q&As.
But with pressure from social media often cited as a significant factor in the rising popularity of cosmetic procedures and enhancements among vulnerable young people, how can aesthetic practitioners make sure they market their services ethically, responsibly, and legally?
With the selfie era still going strong, social media’s impact on patients is showing no signs of slowing.
A study by researchers at Boston University Chobanian & Avedisian School of Medicine found that time spent on social media and the use of photo-editing applications correlates with a person’s desire to undergo cosmetic procedures.
We have also witnessed the "Instagram Face" phenomenon, where users seek procedures to attain a homogeneous look characterised by full lips, a small nose, and a defined jawline, popularised by influencers on the platform.
There is also the trend of using social media platforms for "cosmetic surgery challenges," where users share their recovery process and results in real time, which can have a dual effect. On the one hand, it demystifies the procedures and recovery process; on the other, it may trivialise surgery and overlook the serious consideration and medical consultation required before undergoing any cosmetic procedure.
Such trends underscore the need for practitioners to counsel patients on the importance of individuality and the risks of seeking to emulate a one-size-fits-all beauty standard.
While social media provides patients with access to a wealth of information about cosmetic procedures, it has also been linked with contributing to unrealistic expectations.
The rapid rise over the last few years in the use of filters, photo editing programmes and airbrushed stock photography depicts unrealistic images which are simply not attainable for most people. This could lead to dissatisfaction, complaints and even claims if expectations are not managed correctly, and pose a significant risk to both the practitioner and the patient.
The phenomenon of people requesting procedures to resemble their digital image has become widely known as “Snapchat dysmorphia”. A report in the US medical journal JAMA Facial Plastic Surgery suggested that filtered images were “blurring the line of reality and fantasy” and could be triggering body dysmorphic disorder (BDD), a mental health condition where people become fixated on imagined defects in their appearance.
Please remember that editing or filtering before-and-after photos is a huge no-no. It’s misleading, unethical, and could harm vulnerable people.
It’s important to understand the potential impact social media can have on viewers’ self-esteem and body image, as well as taking a thoughtful approach to your own content creation.
In 2022, the UK’s Health and Social Care Select Committee published a report titled “The impact of body image on mental and physical health” in which it recommended that the Department of Health and Social Care, along with the National Institute for Health Research, commission and fund new research to understand the causal pathways that are leading to a rise in body image dissatisfaction across the population and the impact of social media on body image.
Another issue to be aware of when it comes to ethical marketing and social media is that, with social media platforms open to children as young as 13 (sometimes younger since there is no formal age verification process), it is wise to make sure that your messaging would not be deemed inappropriate for younger audiences. There are no formal restrictions in marketing to younger users of, for example, Instagram, so it is important that practitioners are ethical in their conduct and do not actively enlist teenage followers to market their services.
Scientists from the University of Texas found in a 2022 study that younger patients, in particular, are booking rhinoplasties because selfies distort their features. Another study found that over half of facial plastic surgeons consulted patients who wanted to look better in selfies.
And the advent of TikTok has introduced a new dynamic into the social media landscape for aesthetic practitioners. Its algorithm favours engaging, short-form video content, offering a fresh avenue for practitioners to showcase their work, educate viewers, and engage with a broader audience. However, the platform's popularity among teenagers and young adults highlights the need for practitioners to approach content creation with care and caution, balancing promotional activities with educational content that promotes a healthy and realistic perception of beauty.
TikTok’s wildly popular ‘Get Ready with Me’ videos mean that Gen Z (now ages 11-26) is coming into their own purchasing power and prioritising aesthetics.
And who can forget the news that children as young as 10 were using Retinoids, having been influenced by social media?
When advertising and promoting your services, it is vital that you put people before profit. While you might simply be looking to increase your customer base, your marketing activities could inadvertently encourage vulnerable people to seek treatment for the wrong reasons. The aesthetics industry and its marketing are increasingly heavily regulated to help address this risk and safeguard patients' psychological well-being.
Using social media to promote your services can be very effective. But it’s also important to consider the impact that your social media activity can have on your patients, not to mention your reputation. Failure to do so could result in intervention from regulatory authorities, so it’s vital to have a solid understanding of the rules that apply to marketing and advertising your aesthetic services.
The regulatory environment is designed to protect consumers and preserve the integrity of the aesthetics field. It mandates clear, truthful, and non-exploitative communication with potential clients to make sure that all marketing efforts are rooted in honesty and transparency.
The UK has a number of rules for aesthetics practitioners, specifically concerning posting injectable treatment before-and-after photos on social media.
The Advertising Standards Authority (ASA) has published guidance on the marketing of surgical and non-surgical cosmetic procedures. This guidance is intended to make sure that all marketing communications are responsible, neither confusing nor exploiting consumer vulnerabilities. In addition:
The guidance includes important sections on:
The guidance was updated in November 2021 to reflect new placement and scheduling restrictions which prohibit cosmetic interventions advertising being targeted at under 18s.
For non-broadcast advertising (which includes marketers’ own websites, online media, social media, and influencer marketing), ads cannot be placed in media aimed at under-18s and in media in which 25% or more of the audience profile is under-18s.
With social media platforms open to children as young as 13 (sometimes younger since there is no formal age verification process), you need to make sure that your messaging is not inappropriate for younger audiences.
In their advice, Cosmetic Interventions: Social Responsibility ASA tackles a number of ethical issues surrounding advertising, marketing and social responsibility, covering topics such as:
According to the ASA, more than 3,000 ads relating to cosmetic and aesthetic treatments have received complaints, with over 400 resulting in a ban. The Committee of Advertising Practice (CAP) Code covers many different types of advertising, including social media marketing. So, even if you are not advertising on television or in publications but focusing more on social media, you still need to be aware of the guidelines.
Understanding and implementing the ASA's advice is essential for making sure that your marketing efforts not only comply with legal standards but also align with ethical considerations, prioritising the well-being and informed consent of patients.
In addition, the following actions are not permitted:
In 2019, the ASA began a crackdown on social media, targeting any misleading aesthetic medicine content and in 2022, CAP released a series of freely available bitesize videos designed to help businesses “get their ads right the first time.”
The series focussed on non-surgical cosmetic procedures such as injectables, dermaplaning, teeth whitening, and microneedling and is worth viewing.
Broken down into five videos, the series covers the following:
You can view the videos here.
“Everything today begins and ends with social media. We rely on self-policing, but we have to work tirelessly to report illegal ads when, in an ideal world, we would not need to. The ASA now uses AI and removed 25,000 ads last year alone, which gives you a sense of the issue and a sense of what the public sees and is told is true. Often, complications are linked to illegal or unethical marketing.
“We rely on the regulated professionals to market responsibly and ethically. We appreciate that it's difficult to compete with those who don't, but maintaining a standard that keeps everyone safe is critical. I would expect and like to see marketing linked to the ability to hold a licence to practise once the licence for non-surgical aesthetics is introduced. One day, eradicating the use of illegal adverts. #patientsafetyfirst.”
- Dawn Knight, patient safety advocate and lay Trustee to the Board of The Joint Council for Cosmetic Practitioners
Meta and Google frequently update their standards for ads and advertisers. In the UK, disapproval for medical aesthetics ads is increasing year on year. Mark Bugg, founder of Web Marketing Clinic, says, “Reviewing guidelines regularly is vital for successful campaign management. It's also helpful to speak to an industry specialist to determine what part of any ad or landing page caused the ad disapproval or account suspension, which is difficult to rectify.
“Meta’s healthcare advertising policies are stricter and more complex than Google’s, emphasising user safety and positive messaging. Ads for appearance-related healthcare products must avoid implying negative body image or medical conditions, such as suggesting weight loss or conditions like eczema. It’s essential to regularly review Meta’s updated guidelines to ensure compliance. Websites mentioning restricted drugs, supplements, or treatments may require stand-alone landing pages to meet Meta’s standards.
“When creating ad copy, focus on using positive, uplifting images of healthy individuals and highlight general health benefits. Avoid using “you” in the ad copy, including “before/after” photos showing excessive skin exposure or featuring individuals struggling to exercise. To navigate these policies successfully, emphasise positive health outcomes without directly referencing conditions, stay updated with Meta’s policy changes, and reach out to Meta’s support team for help with ad or landing page disapprovals.”
The General Medical Council (GMC) (2016) rules state that the marketing of cosmetic procedures must be factual, clear and not misleading. Promotional activity must not target children or young people and must not try to pressure potential patients into making rushed decisions, for example, by using time-limited special offers. Ethical marketing involves educating patients, informing them of the risks associated with all treatments, and offering a period of time for patients to consider their decision after the initial consultation. It is also advisable to avoid making guarantees about the results of treatment and to inform patients that outcomes may vary from person to person.
The Joint Council for Cosmetic Procedures (JCCP) recently issued specific guidance on the ethical use of social media, stating that it has become aware of the rapidly increasing number of social media sites and platforms used by aesthetic practitioners as the industry grows exponentially. The JCCP encourages practitioners to use social media to engage with their market and elicit feedback on their services but advises practitioners to do so in a ‘courteous’ and ‘professional’ way and to make sure that they adhere to all social networks ‘terms of service’. Read the JCCP’s full press release on social media guidelines.
With the monitoring and regulation of aesthetic marketing promotions spread across several bodies, knowing what is or is not acceptable can be confusing for cosmetic practitioners. However, the industry is increasingly aligned and agrees that promotions should be clear, factual, accurate, and free from tactics such as two-for-one offers.
For practitioners, being well-informed about the latest guidelines and ethical considerations in digital marketing is not merely about compliance; it’s about actively enhancing the industry's integrity and making sure of patient safety. Engaging in continuous education and adapting marketing strategies are essential steps to make sure that online promotions are both effective and adhere to ethical standards.
Educational content can significantly contribute to ethical marketing strategies by equipping potential patients with the knowledge to make informed decisions. From detailed blog posts outlining the realities of specific procedures to interactive Q&A sessions on social media platforms, there are myriad ways for practitioners to utilise digital channels to improve patient understanding and set realistic expectations.
You can find out more in our article, ‘Key considerations for a successful digital marketing strategy’.
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