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We’re talking about advertising in the broadest sense of the word
In the UK, healthcare advertising is regulated primarily by the Advertising Standards Authority (ASA) and governed by the CAP Code (UK Code of Non-broadcast Advertising and Direct & Promotional Marketing). The General Medical Council (GMC) also issues guidance on communication, while the ICO (Information Commissioner’s Office) oversees data protection under UK GDPR. Advertising is broadly defined as any action your business takes to draw attention to itself. That could be a high-profile billboard campaign, a sponsored social media post, or simply adding your details to an online directory.Testimonials and healthcare advertising in the UK
Unlike some industries, healthcare providers in the UK must be extremely careful when using testimonials. Testimonials are personal accounts of patient experiences. While they may seem useful for marketing, in healthcare, they can easily mislead. Patients often lack the clinical knowledge to judge treatments, outcomes, or practitioner skills. Sharing or promoting testimonials that mention diagnoses, treatment outcomes, or practitioner expertise can therefore create unrealistic expectations or be deemed misleading. The ASA and CAP Code make it clear: you cannot use patient testimonials that imply the success of a medical treatment or service. This protects patients and ensures advertising remains evidence-based.Who is responsible for advertising in a healthcare business?
It does not matter if you employ an agency to run your campaigns. The responsibility for advertising compliance always lies with the principal healthcare provider or clinic owner. If the ASA investigates a complaint, the practitioner or organisation is held accountable.Monitoring and removing patient comments or feedback
Healthcare businesses are expected to monitor all “owned” media — that is, platforms you control, such as: Your website Newsletters or printed materials Social media pages you manage Paid search or display advertising If patients leave comments on these channels that could be interpreted as testimonials about clinical outcomes, you may be required to remove or edit them to remain compliant.
Patient comments that aren’t owned by your business
When feedback appears on platforms you do not control (for example, NHS reviews, Google reviews, or social media pages you do not manage), you are not responsible for removing it. However, if you copy or reuse third-party comments in your own marketing, then ASA and CAP rules apply and you must ensure compliance.When you cannot use a patient comment as a testimonial
When a customer mentions a clinical aspect of your medical practice (either overtly or indirectly), then this quote or commentary cannot be used as a testimonial for advertising. More specifically:- A patient mentions their symptoms or reason for seeking treatment.
- A patient mentions the diagnosis or treatment provided by your medical practice.
- A patient mentions treatment outcomes, or the skills and experience of a practitioner at your medical practice.
When you can use a patient comment
In certain circumstances, it’s OK to use a testimonial on your website or other media that your business owns and controls. This includes ‘owned’ media such as your social media, website, newsletters and print publications.- A patient comment about a non-regulated health service.
- A patient comment that’s not related to an aspect of clinical care.
- A patient comment that’s a testimonial, but it’s not used in advertising.
FAQs: The Total Medical Design Guide to Advertising Regulations for Healthcare Businesses
Healthcare advertising in the UK is primarily regulated by the Advertising Standards Authority (ASA) and governed by the CAP Code (UK Code of Non-broadcast Advertising and Direct & Promotional Marketing). The General Medical Council (GMC) also provides guidance on communication, while the ICO oversees data protection under UK GDPR.
No, you cannot use patient testimonials that mention diagnoses, treatment outcomes, or practitioner expertise. The ASA and CAP Code prohibit testimonials that imply the success of medical treatments or services, as patients often lack clinical knowledge to judge treatments and such testimonials can create unrealistic expectations.
The responsibility for advertising compliance always lies with the principal healthcare provider or clinic owner, regardless of whether you employ an agency. If the ASA investigates a complaint, the practitioner or organisation is held accountable, not the agency.
Yes, healthcare businesses must monitor all “owned” media including websites, social media pages you manage, newsletters, and paid advertising. If patients leave comments that could be interpreted as testimonials about clinical outcomes, you may be required to remove or edit them to remain compliant.
You’re not responsible for removing feedback on platforms you don’t control (like Google reviews or NHS reviews). However, if you copy or reuse these third-party comments in your own marketing materials, then ASA and CAP rules apply and you must ensure compliance.
You can use patient comments when they’re about non-regulated health services, not related to clinical care, or when the testimonial isn’t used for advertising purposes. You cannot use comments that mention symptoms, diagnoses, treatments, outcomes, or practitioner skills and experience.
Total Medical Design help health and medical businesses like yours to thrive and grow online. If you have any further questions about health advertising or need some advice, give us a call today on 07951 700414
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