Know the Rules
Healthcare Marketing Compliance, Explained
Marketing in health, care, and wellness is governed by some of the strictest rules in UK advertising. This hub explains what they mean — in plain English, not legalese.
Why Healthcare Marketing Has Different Rules
Unlike almost any other sector, marketing in health and care carries real risk — not just of an ASA complaint, but of genuine harm to patients making decisions based on incomplete or misleading information.
The rules exist to protect the public. They cover what claims you can make, how you can present patient testimonials, what before-and-after content is permissible, and how outcomes must be substantiated. Breaking them — even unknowingly — can result in advertising being removed, reputational damage, and in serious cases, referral to professional regulatory bodies.
Vita builds compliance into every brief. But we also believe that the people we work with deserve to understand these rules themselves — so this hub is our attempt to make them accessible.
4
regulatory frameworks that govern UK healthcare marketing
ASA
receives thousands of complaints about health advertising annually
£0
cost to a competitor to file an ASA complaint about your advertising
The Four Regulatory Frameworks
Healthcare marketing in the UK sits across four overlapping frameworks. You may need to comply with more than one depending on your profession.
ASA & CAP Codes
Applies to: All healthcare marketing
The Advertising Standards Authority (ASA) and the Committee of Advertising Practice (CAP) govern all marketing communications in the UK — including websites, social media, email, and print.
Key Rules
- • All health claims must be substantiated with robust evidence
- • Testimonials must reflect typical results, not exceptional outcomes
- • Before-and-after images must not mislead about expected results
- • You cannot claim to 'cure' conditions without robust clinical evidence
- • Pricing and availability claims must be accurate and up to date
Who regulates this
The ASA investigates complaints and can require ads to be withdrawn. Persistent breaches are referred to Trading Standards.
GMC & GDC Guidelines
Applies to: Doctors and dentists
The General Medical Council (GMC) and General Dental Council (GDC) have specific guidance for registered practitioners on how they may advertise their services.
Key Rules
- • Marketing must not undermine patients' ability to make informed decisions
- • You must not make misleading comparisons with other practitioners or services
- • Patient testimonials require careful handling — GMC and GDC both have specific guidance
- • Claims about clinical outcomes must be accurate and not create unrealistic expectations
- • Advertising must be compatible with your professional registration obligations
Who regulates this
Your professional registration is separate from ASA compliance — the GMC and GDC can investigate advertising separately and disciplinary consequences can be significant.
CQC Considerations
Applies to: Registered care providers
The Care Quality Commission (CQC) does not regulate marketing directly, but marketing decisions intersect with CQC compliance in several important ways.
Key Rules
- • CQC ratings must be displayed accurately — you cannot selectively reference parts of a rating
- • Describing services must align with your registered activities — do not imply you offer services outside your registration
- • Marketing of care home vacancies must not compromise safeguarding
- • Inspection reports are public — how you respond to and communicate them matters
- • Testimonials and case studies involving residents or service users need careful handling
Who regulates this
The CQC conducts inspections and can take enforcement action on registered providers. Marketing that misrepresents your service can be raised as a concern in inspections.
Other Professional Bodies
Applies to: Allied health professionals and wellness practitioners
Many allied health professionals and wellness practitioners are regulated by bodies that have their own guidance on advertising and marketing.
Key Bodies & Their Guidance
HCPC (Health and Care Professions Council) — governs physiotherapists, paramedics, clinical psychologists, and 13 other professions. Advertising must not mislead.
BACP (British Association for Counselling and Psychotherapy) — members must ensure marketing is honest, accurate, and does not exploit vulnerability.
CSP (Chartered Society of Physiotherapy) — guidance on appropriate advertising of physiotherapy services and outcome claims.
RCVS (Royal College of Veterinary Surgeons) — relevant for veterinary practices, with similar restrictions on outcome claims and testimonials.
Not sure which applies to you?
Most practitioners are subject to both ASA/CAP codes AND their professional body's guidance. Talk to us and we'll confirm which frameworks apply to your marketing.
The Most Common Compliance Mistakes
These are the issues we see most frequently when auditing healthcare marketing — and the ones most likely to attract an ASA complaint.
Claiming Without Evidence
Statements like 'the UK's leading clinic' or 'the most effective treatment available' need substantiation. If you can't prove it, you can't say it.
Testimonials That Imply Typical Results
Presenting a best-case patient story as if it represents what every patient can expect is a CAP code breach. Testimonials must reflect realistic outcomes.
Before & After Photos Used Incorrectly
Before-and-after images are permitted in some contexts but tightly regulated. They must not imply results that are atypical or that can't be expected generally.
Language That Implies a Cure
Words like 'cure', 'eliminate', or 'permanently resolve' carry a very high evidential burden. Most practices cannot meet this standard and should avoid this language entirely.
Displaying an Outdated CQC Rating
Your website and marketing must reflect your current CQC rating. Displaying an older (better) rating — even unintentionally — is a compliance failure.
Unregulated Health Claims on Social
Social media posts are advertising if they promote your services. The same ASA and CAP rules that apply to your website apply to every Instagram caption and LinkedIn post.
Free Resource
Is Your Healthcare Marketing ASA-Compliant?
Download our free compliance checklist and find out exactly what the ASA, CAP codes, and GMC guidelines mean for your marketing — in plain English. Used by over 200 healthcare professionals.
- 20-point checklist covering ASA, CAP, GMC, GDC, and CQC
- Sector-specific sections for health, care, and wellness
- Plain English — no legal jargon
How Vita Builds Compliance In
We don't review compliance as a final step. It's part of every brief we write, every piece of copy we produce, and every campaign we build.
01
We ask about your regulatory context
Before writing a word, we confirm which frameworks apply to your profession and sector. GMC? GDC? HCPC? CQC? Each changes the rules for your marketing.
02
We apply the rules as we create
Every claim is checked. Every testimonial is framed correctly. Every before-and-after image — if used — is presented within CAP code guidelines. Compliance isn't bolted on; it shapes what we write.
03
We review before anything goes live
A final compliance review before publication — checking copy, imagery, and any claims against the relevant regulatory framework. If something doesn't pass, it doesn't go out.
Not Sure If Your Marketing Is Compliant?
Book a free 30-minute marketing audit and we'll review your current marketing against the framework relevant to your profession.