10 ways to keep your online promotion ethical

Ignite Growth founder Derek Uittenbroek suggests ways to elevate your social media activity without breaking the rules and build your aesthetics brand with integrity

Fuelled in part by the rise of social media platforms, a growing number of people are seeking online information about non-invasive aesthetic procedures. Seemingly, there is a symbiotic relationship between the two. As more aesthetic clinics share information online, demand rises. In turn, with a spike in numbers seeking treatments, more and more aesthetic practitioners are looking to showcase their businesses on social media platforms. So successful is this cycle of activity that research suggests the UK aesthetics and cosmetic surgery industry is estimated to be worth £3.6 billion, with non-surgical aesthetic treatments accounting for 9 out of 10 procedures.1

For many aesthetic clinicians, having a social media presence helps to educate patients, engage with the treatment-curious and share images of treatment results. It can also be a powerful way to dispel the myths and misinformation that crowd the digital space.2 Evidence suggests that websites providing high-quality educational information are powerful influencers on the decisions and perceptions of patients regarding their health.3

However, with this increased visibility comes responsibility, and it is the job of everyone in the industry to understand and respect the regulatory expectations about what can and cannot be said.

In the UK, the Advertising Standards Authority (ASA) sets the guidelines and rules to ensure advertisements are honest, responsible and do not mislead or exploit vulnerable populations. Marketers should be mindful of these regulations to ensure promotional material is socially responsible. The Cosmetic Interventions Advertising Guidance (broadcast and nonbroadcast)4covers the marketing of surgical and non-surgical cosmetic interventions and is a useful point of reference.

But there is so much more to ethical advertising than simply adhering to the rules. Rather than looking at them as a constraint, we should see this as an opportunity to carefully consider the value and quality of our messaging. It may also inspire us to be more inventive in how we engage with audiences.

In a culturally diverse world, we should always strive to be more inclusive and have positive conversations about diversity that can benefit everyone on our timeline. Awareness of ethnicity, gender, disability, body image and so on is crucial for any authentically ethical aesthetics business looking to reflect modern society in its online marketing. Seek inspiration from nationwide initiatives that have opened up the landscape on what ‘beautiful’ looks like to create more inclusive representation.

There is also an onus upon us to be mindful of vocabulary. Is it time to ditch the phrase ‘anti-ageing’? Will treatments truly ‘boost self-esteem’ or make clients ‘feel younger’ and ‘feel more attractive to others’? Inappropriate words and phrasing that may marginalise certain sectors of society continue to appear in the marketing lexicon of some aesthetic clinics. It may be worth auditing your website to check for outdated or unsubstantiated claims. If there is research to support what treatments can achieve, then evidence this with clear signposting to the relevant source, study, or research paper.

Considerations for the psychology surrounding aesthetic treatments should also be at the forefront of a marketing policy. Emphasising self-acceptance while offering aesthetic treatments as options for self-improvement to over-18s is an ethical way to engage.

Be ethical, be a thought leader, be inventive, but primarily, be you. Remember, just like your patients, every aesthetic clinic is unique. Ultimately, it is in all our best interests to contribute to a more positive user experience and a healthier online community.

Here are 10 ways to help ethically promote your aesthetics brand online:

1. Be crystal clear: The ASA specifically prohibits practices that could mislead or confuse consumers, such as using digitally altered before-and-after images or the use of language that might give false impressions about the effectiveness and outcomes of procedures. Adverts must provide a fair and balanced representation, too, and avoid creating unrealistic expectations. Any claims that are made must be substantiated and capable of objective verification.

2. R.E.S.P.E.C.T: Maintaining confidentiality and respecting patient privacy is vital in any healthcare clinical setting. When it comes to your marketing, you need to request explicit written consent before using any patient images or testimonials in your social media activity. Ensure you specify how you intend to use the material and where you will share content.

3. Don't dodge the detail: The ASA rules state that advertisements should not exaggerate the benefits of treatments or downplay any associated risks. Will treatment results really create ‘happy patients’? Have you mentioned the downtime? Ensure there is an overview of each treatment in your messaging, including limitations, possible side effects, and expected recovery period. This transparency helps potential clients make informed decisions about their aesthetic treatments and helps you to build positive clinician-client relationships.

4. Promotion vs education: You will want to showcase your expertise but be mindful of the need to provide accurate and unbiased information about each treatment. It is important to strike a balance between promotion and education – links to scientific evidence, educational resources, and campaign groups that champion safe routes to treatment all help to build a reputation as an ethical brand as well as empower potential clients.

5. Sensitivity and self-acceptance: Market your services sensitively if targeting specific demographics where body image and mental health might be a concern. Worth noting is that last year the Committee of Advertising Practice (CAP) and Broadcast Committee of Advertising Practice (BCAP) introduced new targeting restrictions that prohibit cosmetic intervention advertising from being directed at under-18s. Embrace diverse definitions of beauty by promoting body positivity in advocating for the acceptance and appreciation of all body types. Talk about overall health about cosmetic procedures, share imagery that reflects a wider range of body types and be open to discussions on the topic on social media so that you demonstrate that yours is a truly inclusive clinic.

6. Influencers and full disclosure: The emergence of influencers on social media platforms has played a pivotal role in popularising aesthetics. By showcasing treatment results, they have amassed substantial followings. Many clinics have harnessed the power of influencers to shape consumer behaviour. However, this comes with many challenges, and it is crucial to disclose sponsorships or affiliations to maintain transparency. When influencers promote products or services, they should clearly disclose any compensation or material connections they have with the brand. This disclosure allows consumers to understand the context and make unbiased judgements.

7. Team talks: Ensure you set high standards and values within your business. Regular updates with team members will help everyone ensure the ethos of your clinic – online and off – remains transparent, honest, and respectful of the well-being of followers as well as clients. Proper training is essential to ensure staff members also understand and adhere to ethical advertising practices. By fostering a culture of ethical advertising and discussing this with your team, you can minimise the risk of any unintentional harm.

8. Foster feedback: Actively engaging with the audience respectfully underpins your ethical social media activity. Allowing your audience to comfortably express their opinions and engage in meaningful conversations fosters trust. This involves actively listening, providing thoughtful responses, and refraining from engaging in disrespectful or harmful behaviour. By promoting respectful dialogue, you can contribute to a positive online community and maintain an ethically strong reputation. And should a patient raise a concern or file a complaint on social media, do take conversations offline and address them promptly. Ignoring or dismissing these concerns can lead to a negative perception of the brand and damage the trust you’ve worked so hard to build.

9. Forewarned is forearmed: Possessing prior knowledge of possible dangers or problems gives us a tactical advantage in life. Digital marketing is no different. By remaining up to speed with the regulations about your aesthetic interventions, you can avoid the pitfalls. And don’t be tempted to ignore the rules either. The ASA recently cracked down on the marketing of prescription-only medicines to the public in light of a case involving a Facebook post advertising ‘Botox models’, or volunteer patients for injectable training in exchange for free or discounted procedures.[5] It not only breached regulations against advertising prescription-only medicines (POMs) to the public but also demonstrated the need for practitioners to be open to communication with the regulators, too!

10. Most of all, have fun! Running an aesthetics business is demanding – of your time and energy – and marketing the services you offer adds to this workload. However, cultivating an ethical and universally inclusive marketing strategy that involves honest advertising and patient education can help build trust with your online community, any one of whom may be the next patient in your clinic. For anyone looking to outsource advertising and marketing to experts in the field, make sure you engage with a healthcare marketing agency that truly understands your industry.