GROWTH STRATEGIES
MARKETING UNDER THE LENS
Reena Sandhu discusses how to navigate marketing your aesthetic services in a new era of regulation and advertising rules
REENA SANDHU
Reena Sandhu is a marketing leader with over 27 years of experience, including more than a decade in aesthetics and skin health. A former entrepreneur and founder of a successful aesthetics marketing consultancy, later transitioned into senior leadership roles within the aesthetics industry.
The UK aesthetics sector is entering a new era. With the government preparing to introduce a national licensing scheme for non-surgical cosmetic procedures, clinics must prepare for tougher scrutiny. Alongside this, the Advertising Standards Authority (ASA) is enforcing stricter rules on aesthetic marketing, banning ads that mislead, trivialise risks or target vulnerable audiences.
For clinics, this means growth and compliance must now go together. The question is no longer how to stand out, but how to stand out responsibly.
THE CHANGING REGULATORY LANDSCAPE
Under the forthcoming Health and Care Act framework, only qualified practitioners will be permitted to perform and promote specific treatments. This follows years of campaigning by professional bodies such as the Joint Council for Cosmetic Practitioners (JCCP) and the British College of Aesthetic Medicine (BCAM) to protect patient safety and professional standards.
Current ASA and the Committee of Advertising Practice (CAP) rules already set firm boundaries on how aesthetic services are advertised. Clinics must ensure:
• No content or paid ads target under-18s
• No misleading before-and-after imagery or “risk-free” claims
• No time-limited offers that pressure consumers
• No exaggeration of qualifications or treatment outcomes. The message is clear: aesthetic marketing will be judged by the same standards as medical advertising. When unsure, consult CAP’s Guidance on Cosmetic Interventions (available at asa.org.uk).
FIVE WAYS TO MARKET ETHICALLY AND EFFECTIVELY
Compliance doesn’t have to stifle creativity. Clinics that lead with ethics will gain a long-term advantage in credibility and trust.
1. Lead with education, not persuasion
Patients respond to transparency. Use blogs, reels or carousels to explain:
• How a treatment works
• Recovery expectations
• Suitability and contraindications Educational content improves SEO visibility and builds authority without breaching ad codes.
2. Showcase real Journeys
Replace filtered “before and afters” with real patient journeys and clear disclaimers such as:
“Results shown at six weeks following a course of three treatments; individual results vary.”
This satisfies ASA requirements and sets realistic expectations.
3. Audit your social media
Review every post or ad for:
• Emotional manipulation (“Look younger instantly!”)
• Time pressure (“This week only!”)
• Unverified claims (“Clinically proven to work 10x faster!”) When unsure, consult CAP’s cosmetic interventions guidance (asa.org.uk).
4. Use influencers responsibly
Influencer and UGC campaigns remain valuable, but transparency is essential.
• Label collaborations clearly as #Ad or Paid Partnership.
• Avoid influencers under 25 promoting injectables.
• Obtain written consent for all patient content.
5. Build a marketing sign-off process
Before publication, have both marketing and clinical leads approve each campaign. Dual sign-off protects your clinic from accidental breaches and aligns ethics with brand identity.
DIGITAL STRATEGIES THAT PASS THE ASA TEST
Smart, sustainable marketing means doing more with less hype:
•SEO: Focus on educational, evidence-based content that answers common patient questions.
• CRM and AI tools: Use automation for appointment reminders or skincare plans but review all patient communications manually.
• Retention and loyalty: Promote maintenance programmes or memberships, not flash sales.
These tactics sustain long-term growth and patient trust your most valuable marketing currency.
CASE STUDY: COMPLIANCE BUILDS CREDIBILITY
After receiving an ASA warning, one UK clinic replaced “discountdriven” toxin ads with transparent pricing and treatment pathways. They adopted the tagline: “Aesthetic medicine, clinically led, ethically delivered.” Within six months, engagement rose by 32%; proof that compliance and conversion can coexist.
WHAT’S COMING NEXT
The upcoming licensing scheme will likely require clinics to show proof of qualifications, insurance, and governance before promoting aesthetic procedures. Expect increased ASA audits and public naming of non-compliant advertisers.
To stay ahead, clinics should:
• Keep substantiation folders for all claims and visuals
• Update privacy policies in line with UK GDPR
• Enrol in compliance training through JCCP or ACE Group World
• Subscribe to ASA newsletters for updates and enforcement trends.
Clinics that act now will not only avoid penalties they will be positioned as trusted leaders in a regulated market.
CONCLUSION: TRUST IS THE NEW MARKETING CURRENCY
Regulation is not a restriction; it is an opportunity to redefine professionalism. Patients value honesty, evidence, and safety and marketing that reflects these values builds lasting loyalty.
The strongest message a clinic can send is simple:
“We put patient safety before promotion.”