Social media can be a powerful tool for healthcare professionals — but it comes with rules. Understanding what you can and can't say is essential for both your reputation and your compliance.
What Counts as Advertising?
If you're promoting your services, your practice, or your expertise — that's advertising. The ASA and CAP apply. Even a post that seems informal can be considered advertising if it's designed to attract patients or clients.
GMC and GDC Rules on Social Media
The GMC and GDC both have guidance on social media. Key points:
Patient confidentiality — Never post anything that could identify a patient. Even anonymised cases can be risky.
Professional boundaries — Maintain the same standards online as you would in person.
Accuracy — Don't make claims you can't substantiate. Health information must be evidence-based.
CAP Codes for Health Claims
The CAP Code Section 12 applies to health-related advertising. Claims about treatments, outcomes, or efficacy must be substantiated. Testimonials and before/after images are heavily scrutinised.
Good Examples of Compliant Posts
- Educational content about your specialism (without making efficacy claims)
- Practice updates and team introductions
- Behind-the-scenes content that builds trust
- Information about your approach and values
The Bottom Line
Social media is a valuable channel — but it requires the same care as any other form of marketing. When in doubt, ask: would this pass an ASA complaint? If not, reframe it.