The rules clinics advertise under. From the regulators' own pages.

Every clinic

• Before and after photos

  The ASA treats these photos like testimonials under CAP Code rules 3.47 to 3.50. They must not exaggerate the result. For prescription treatments they count as visual claims and break the rules, even with no wording.

  Hold signed, dated proof that each photo is genuine and has not been altered.

  ASA: Before and after photos

Dental

• Accurate advertising

  Dental advertising must be accurate, not misleading, and follow the GDC's guidance on ethical advertising. GDC Standard 1.3.3.

  Check every ad and page against that guidance before it goes live.

  GDC: Standards for the Dental Team, Principle 1

• Specialist wording

  Only dentists on a GDC specialist list can use "Specialist" or "specialist in". Others must not say "specialising in", or use titles such as Orthodontist.

  "Special interest in" and "experienced in" are allowed.

  GDC: Guidance on advertising

• What a practice website must show

  Practice name and address, an email address and phone number, the GDC's contact details or a link to its website, whether the practice is NHS, mixed or wholly private, the complaints procedure and who to contact next, and the date last updated. Dentists named as providing care also need their GDC number, qualification and its country.

  Build these into the page list from the start.

  GDC: Guidance on advertising

• Comparing dentists

  A practice website must not compare the skills or qualifications of its dental professionals with those of others.

  Describe your own team's experience without measuring it against anyone else.

  GDC: Guidance on advertising

We write to these in our dental marketing.

Aesthetics

• Prescription medicines

  Prescription-only medicines such as Botox cannot be advertised to the public, directly or indirectly. That covers phrases such as "wrinkle-relaxing treatments". CAP Code rule 12.12.

  You can advertise a consultation for wrinkles, and non-prescription treatments such as dermal fillers.

  ASA: Botox and non-surgical cosmetic interventions

• Prescription medicines on your website

  A casual visitor should not easily find a reference. None on the homepage, in hover text, small print or testimonials. A factual mention is allowed as a possible outcome of a consultation, and in a price list reached through the consultation pages.

  Advertise the consultation on the homepage. Put factual information from the patient leaflet on a further page, ideally two clicks away.

  ASA: Botox and non-surgical cosmetic interventions

• Under-18s

  Cosmetic intervention ads must not be directed at under-18s. CAP Code rule 12.25. Check an influencer's audience first: under-18s must be under 25% of it.

  Set age targeting on every campaign and record the audience check.

  ASA: Botox and non-surgical cosmetic interventions

We write to these in our aesthetics marketing.

Physio and chiropractic

• Physiotherapy claims

  The ASA accepts claims for back pain, joint pain, general aches and pains, and minor sports injuries, among others. Other conditions need documentary evidence, most likely clinical trials. CAP Code rule 12.1.

  Name the conditions on the accepted list. Hold the evidence for anything else.

  ASA: Health: Physiotherapy

• Chiropractic claims

  Chiropractors can say they treat groups such as children or pregnant women. Claims about conditions specific to those groups are likely to be a problem without strong evidence.

  Mention the group. Leave out the condition unless you hold the evidence.

  ASA: Guidance to chiropractors

• Chiropractic conditions and the Dr title

  The ASA accepts claims for conditions including general back pain, lumbago, mechanical neck pain, migraine prevention and minor sports injuries. Other conditions need strong clinical evidence. Dr is acceptable as a courtesy title if it is qualified so it doesn't mislead.

  Name conditions on the accepted list, and make clear that Dr means a chiropractor.

  ASA: Health: Chiropractic

We write to these in our physiotherapy marketing.