Ethical Marketing and Advertising Policy

Ethical Marketing & Advertising Policy

HAUS OF ÄSTHETIK

Well-Led (Strong Leadership & Governance)

 

1. Purpose

HAUS OF ÄSTHETIK is committed to maintaining the highest standards of ethical marketing and advertising. It ensures that all promotional activities are conducted in compliance with Advertising Standards Authority (ASA) regulations, the Committee of Advertising Practice (CAP) Code, and Care Quality Commission (CQC) guidelines. This policy aims to prevent misleading claims, inappropriate advertising of medical treatments, and unethical marketing practices, ensuring that all communications reflect professional integrity and legal compliance.

This policy also ensures that no Prescription-Only Medications (POMs) will be advertised by their drug name; however, the manufacturer or brand may be referenced in a factual manner.

 

2. Scope

This policy applies to all marketing, advertising, and promotional communications, including but not limited to:

   • Website content, blogs, and online advertising

  • Social media platforms, influencer partnerships, and digital promotions

  • Printed materials, brochures, and clinic signage

   • Email marketing and direct communication with patients

   • Events, sponsorships, and third-party collaborations

 

3. Compliance with ASA, CAP, CQC and Save Face Regulations

HAUS OF ÄSTHETIK adheres to the following principles in line with ASA, CAP, CQC and Save Face requirements:

   1. Truthfulness and Accuracy – Marketing materials must be factually correct, evidence-based, and not misleading.

   2. No Unsubstantiated Claims – All claims about treatments must be supported by clinical evidence and regulatory approvals.

   3. No Endorsements by Healthcare Professionals. Clinician testimonials must comply with regulatory standards and avoid influencing patient decision-making.

   4. No Direct Advertising of Prescription-Only Medications (POMs) – POMs must not be promoted by name in any consumer-facing materials, but factual references to manufacturers or treatment categories may be made.

   5. Fair and Transparent Pricing – To prevent confusion, all promotions must clearly state the terms and conditions.

   6. No Exaggeration of Treatment Benefits – Statements regarding expected results must be balanced and realistic.

   7. Clear Risk Disclosure – Any risks, side effects, or contraindications must be communicated where applicable.

   8. No targeting vulnerable groups – Marketing must not exploit individuals' insecurities, particularly regarding appearance.

 

4. Responsible Advertising Practices

4.1 Digital & Social Media Marketing

   • HAUS OF ÄSTHETIK must not use misleading "before-and-after" images that are digitally enhanced.

   • Paid collaborations with influencers must be disclosed as advertisements per ASA and CAP transparency guidelines.

   • Social media posts must not pressure or mislead consumers into purchasing immediately.

   • No POMs may be advertised on Instagram, Facebook, TikTok, or other social media platforms by MHRA (Medicines and Healthcare Products Regulatory Agency) guidelines.

4.2 Website & Online Content

   • Treatment descriptions must be factually accurate, with information sourced from regulatory bodies.

   • The website must include a clear disclaimer that results vary and individual assessments are necessary.

   • Pricing must be transparent, with no hidden costs.

4.3 Print & Media Advertising

   • Promotional materials must not include phrases such as "miracle cure," "instant results," or "100% effective."

   • Brochures and leaflets must clearly state if treatments require a consultation before administration.

   • Any reference to POMs must be generic (e.g., "botulinum toxin treatment" rather than the specific drug name).

4.4 Patient Consultations & Communication

   • Staff must not use sales-driven language or pressure techniques to persuade patients to undergo treatment.

   • All consultations should focus on informed consent, patient education, and risk disclosure rather than promotional tactics.

   • Staff must clarify that results vary per individual and are not guaranteed.

 

5. Enforcement & Compliance Monitoring

To ensure strict adherence to this policy:

   • Marketing materials will be reviewed quarterly to ensure compliance with ASA, CAP, and CQC guidelines.

   • Social media and digital marketing audits will be conducted to monitor compliance with ASA influencer guidelines and CAP code provisions.

   • Staff training will be provided annually to reinforce ethical marketing principles and compliance obligations.

   • Any breach of this policy may result in disciplinary action or legal consequences, where applicable.

 

6. Handling Complaints & Regulatory Investigations

   • Any complaints regarding advertising practices should be reported to The Managing Director.

   • Patients or third parties who believe marketing materials are misleading may submit complaints directly to the Advertising Standards Authority (ASA).

   • HAUS OF ÄSTHETIK will fully cooperate with any ASA or CQC investigation regarding advertising compliance.

 

7. Review & Continuous Improvement

   • This policy will be reviewed annually or updated in response to ASA, CAP, MHRA, or CQC regulation changes.

   • Compliance reports will be submitted to the Senior Leadership Team to ensure marketing and advertising strategies align with regulatory expectations.

   • Staff are encouraged to provide feedback on how ethical marketing standards can be further enhanced.

 

8. Conclusion

   • HAUS OF ÄSTHETIK is committed to ethical, responsible, and compliant marketing, prioritising patient trust, transparency, and regulatory adherence. By upholding these standards, we ensure that all promotional materials reflect accurate, fair, and medically responsible messaging while maintaining compliance with ASA, CAP, CQC, and MHRA regulations.

   • This policy reinforces HAUS OF ÄSTHETIK's commitment to integrity, professionalism, and patient-focused care in all marketing and advertising communications.