ASA/CAP claim checks for UK clinics

Your clinic.
Your claims.
Worth a closer look.

We check your website and social copy against the CAP Code and rewrite what's risky in your own voice. Start with one page, free.

Free: one web page checked

Then £899 plus VAT: whole website rewrite + up to 30 Instagram and TikTok captions · Delivered within 48 hours after we receive everything and the order is confirmed · One revision round within 24 hours

Get my free check See what's included

An expert copy review, not legal advice, medical assessment or a guarantee of compliance.

Put the claims under scrutiny.Resolve evidence and context questions.Rewrite what needs changing.

Start with one page

See the claims
that need attention.

We review the words in context, show which CAP rule or ASA ruling matters, and explain what should change.

Get my free check

What you receive.

01
Your website.
We go through your whole website plus up to 30 Instagram and TikTok captions and examine the advertising claims in context.
02
Highlighted claims. Clear recommendations.
See the exact passage, why it stands out and what should change.
03
Rewritten in your voice.
Choose the £899 plus VAT service and we rewrite your whole website plus up to 30 Instagram and TikTok captions.

What your report looks like.

Fictional example · not a client case

01 / The claim

“Guaranteed symptom-free after one treatment.”

Example: a treatment page heading.

02 / What stands out

The sentence promises success without exception. The example provides no limitations or supporting evidence.

03 / Our recommendation

Revise the blanket promise. Clarify the treatment’s requirements, limitations and supporting evidence.

The check highlights the claim, identifies the relevant rule or ruling and explains what should be revised.

Public ASA rulings · not client cases

Sound familiar?

Eight patterns that keep turning up in UK clinic advertising. Each comes with a real, published ASA ruling, quoted word for word and linked.

01 / 08

01Prescription-only medicines · CAP 12.12

Do you list anti-wrinkle injections with a price?

What the ad said

“Anti Wrinkle/Botulinium Toxin […] from £50”

Clinic listing on a booking platform (spelling as in the ruling).

What the ASA decided

Upheld. Botulinum toxin is a prescription-only medicine, and POMs may not be advertised to the public.

A safer approach

Promote the consultation and the practitioner, not the medicine.

02Weight-loss jabs · CAP 12.12

Do your ads show a weight-loss pen?

What the ad said

“Weight Loss Solution | The Care Pharmacy” and “£149.99”

Paid search ad, next to an image of a pen-shaped injector.

What the ASA decided

Upheld. Consumers would read the injector-pen image as a prescription-only weight-loss medicine, and the landing page named POMs. The ad promoted POMs to the public.

A safer approach

Talk about the weight-management consultation, and keep pens and medicine names out of ads and their landing pages.

03Before & after · CAP 1.3

Do you caption before-and-after photos?

What the ad said

“Check out this amazing before and after breast surgery. These breasts now look perkier, fuller and younger!”

Facebook post with before and after images.

What the ASA decided

Upheld (this ad; the ruling was upheld in part). The ad promoted a youthful body image focused on reversing natural ageing and exploited insecurities about it, so it was irresponsible.

A safer approach

Keep captions factual, without “younger” or body-ideal language.

04Risk & pain · CAP 1.3

Do you say “safe” or “no downtime”?

What the ad said

“Safe and effective, our treatments come with no downtime and minimal discomfort.”

Paid Instagram ad with a Black Friday offer on cosmetic procedures.

What the ASA decided

Upheld. The ad gave the impression there were minimal medical risks or pain, which trivialised the procedure.

A safer approach

Describe typical recovery honestly, and leave the risks to the consultation, not the ad.

05Deals & deadlines · CAP 1.3

Do you run Black Friday or “book before” deals?

What the ad said

“Black Friday deals so good, they won’t last long! Get your appointments before the price increase on the 30th November 2024!”

Paid Instagram ad with Black Friday prices for liquid BBL and hip filler.

What the ASA decided

Upheld. The time-limited offer pressured consumers into booking a cosmetic procedure.

A safer approach

Give people time to decide, with no countdowns or deadlines on cosmetic procedures.

06Efficacy claims · CAP 3.7, 12.1

Do you promise a result your evidence can’t show?

What the ad said

“If you’re looking to eliminate dark eye circles, then the ClearLift Laser Facelift is a breakthrough in cosmetic laser technology […]”

Clinic website treatment page.

What the ASA decided

Upheld. The evidence the clinic sent did not show the laser would remove dark eye circles, so the claim was unsubstantiated and misleading.

A safer approach

Claim only what the evidence for that treatment shows, in the same cautious words.

07Influencers · CAP 2.1, 12.12, 12.18

Do influencers post their treatment at your clinic?

What the ad said

“Today we are doing anti-wrinkle on Carl … just a bit of a freshen up […]”

Instagram Story from a reality-TV personality’s account, reposted by the clinic.

What the ASA decided

Upheld. The Stories were not obviously identifiable as ads, promoted a prescription-only medicine, and used a celebrity to endorse a medicine.

A safer approach

Label paid or gifted posts clearly as ads, and keep injectables out of influencer content.

08Titles & qualifications · CAP 3.9

Does your bio say “Dr”?

What the ad said

“Dr Tony Parker D.C., M.I.C.A Doctor of Chiropractic, Clinical Trainer & Posture and Health Specialist”

Leaflet. The regulator understood he was no longer a registered chiropractor.

What the ASA decided

Upheld. The ad was misleading. The ASA told him not to claim he was a registered chiropractor or held a general medical qualification when that was not the case.

A safer approach

Use “Dr” only with the qualification and registration behind it, stated next to the name.

Your check

Is something like this on your website?

Free: one web page checked. Then £899 plus VAT: your whole website + up to 30 Instagram and TikTok captions rewritten · Delivered within 48 hours after we receive everything and the order is confirmed · One revision round within 24 hours.

Get my free check

Quotes from published ASA rulings. Praxis-Wachstum was not involved in any of these cases. Not legal advice: every ad is judged in its own context.

A clear first step

How the free check works

01
Send us one page.
Share the link to the page you're least sure about. No patient data, please.
02
We check it against the CAP Code.
We mark every claim that would need evidence or rewording, with the rule or ASA ruling behind it.
03
You get the result by email.
Keep it and fix it yourself, or have us rewrite your whole website plus up to 30 Instagram and TikTok captions for £899 plus VAT.

Need ongoing support? Ask us.

Who's behind PW

Henning Berens, founder of Praxis-Wachstum, Bonn, Germany. We publish a breakdown of a real ASA ruling on LinkedIn every day.

The next step

Your claims are online.
Have them checked.

Send us the link to one page. We will check it free and email you the result.

Free one-page check

Start with
one page.

See which claims need evidence or rewording before you decide on anything else.

Get my free check Questions first? Email us.

Your clinic.Your claims.Worth a closer look.

See the claimsthat need attention.

What your report looks like.

01 / The claim

02 / What stands out

03 / Our recommendation

Sound familiar?

Do you list anti-wrinkle injections with a price?

Do your ads show a weight-loss pen?

Do you caption before-and-after photos?

Do you say “safe” or “no downtime”?

Do you run Black Friday or “book before” deals?

Do you promise a result your evidence can’t show?

Do influencers post their treatment at your clinic?

Does your bio say “Dr”?

Is something like this on your website?

How the free check works

Who's behind PW

Your claims are online.Have them checked.

Start withone page.

Your clinic.
Your claims.
Worth a closer look.

See the claims
that need attention.

Your claims are online.
Have them checked.

Start with
one page.