SOVE7GN
Aesthetic clinic marketing in the UK: daily video clips that fit the CAP Code
Updated 27 October 2026 · Written by Reyansh Juneja and Naman Dhiman, the co-founders of SOVE7GN, who run the campaigns and review the clips
We market UK aesthetic clinics with short video: your practitioners' consultations, Q&As and talks cut into 2 to 4 clips a day and posted on your own Instagram, TikTok and YouTube accounts, with every clip checked against the CAP Code before it goes up. Plans start at $2,000 a month, and the work suits London and regional clinics alike because nothing needs us in the room.
Short answer: In the UK the rules decide the content. Promote the consultation, never a prescription-only medicine such as Botox or a weight-loss injection, keep cosmetic ads away from audiences that are 25% or more under 18, hold signed and dated proof for every before-and-after, and label paid influencer posts "Ad". We agree that rules card with you before launch, make 2 example clips for your approval and go live within 48 hours. Book a 30-minute call.
Who is this for, and when is it the wrong fit?
Owner-led aesthetic clinics in England, Scotland, Wales and Northern Ireland where a doctor, dentist, nurse prescriber or senior practitioner will talk on camera, with 5k to 300k Instagram followers and a patient worth $2,000 or more to you over time. It is the wrong fit if you want posts about Botox by name (the law does not allow it), if nobody will be filmed, or if you need DM handling and carousels; a social media manager does those (see what each option produces).
Which UK rules shape every clip?
General information, not legal advice. Checked October 2026.
| Clip or post | What the rule says | Source |
|---|---|---|
| Anything naming Botox or another prescription-only medicine | Prescription-only medicines may not be advertised to the public, and the ASA says a clinic's own social posts and hashtags are likely to count | CAP Code 12.12; ASA on botulinum toxin |
| A practitioner recommending a medicine | Health professionals and celebrities may not endorse medicines | CAP Code 12.18 |
| Any cosmetic treatment post | Not in media where 25% or more of the audience is under 18, and the guidance names social media and influencer marketing | CAP cosmetic interventions guidance |
| Before-and-after | Hold documentary evidence the photos are genuine, plus signed and dated proof from the person shown, plus evidence for the level of result implied | CAP cosmetic interventions guidance, paras 32 and 33 |
| Calling someone a cosmetic surgeon | Doctors who hold the FRCS or another country's equivalent may be described as surgeons | CAP cosmetic interventions guidance, para 6 |
| Weight-loss injections | "Weight Loss Injections", "skinny jab", "GLP-1" and images of pens or vials have all been ruled references to prescription-only medicines | ASA on weight-loss POMs |
| IV drips | Medicinal claims are unlikely to be acceptable unless that drip is licensed as a medicine, and a drip's name can itself make a claim | ASA on IV nutritional therapy |
| A gifted treatment for an influencer | The ASA and CMA prefer a prominent "Ad" label up front; "Gifted" alone is not enough | ASA on recognising ads |
Two clinic types get their own pages: weight loss clinic marketing and IV therapy marketing. For the Botox question in detail, including the ASA's ruling on an indirect "cosmetic injections" offer, see can you advertise Botox on Instagram.
What can a UK clinic post, then?
More than most owners expect. These clips work under every rule above:
- The consultation. What happens in the first 15 minutes, why you assess before you recommend, and who you turn away. The ASA points clinics to promoting the consultation rather than a product.
- Choosing a practitioner. Training, insurance, what to ask, and red flags. This is also the clip that sets you apart from a cheaper competitor without naming them.
- Non-prescription treatments by name. Dermal fillers are not prescription-only, so "lip filler" and "cheek filler" can be named, inside the under-18 audience rule.
- Complications, told plainly. What can go wrong and what your clinic does about it. Patients trust a clinic that talks about risk.
- Price structure. How you price and why you quote after the consult. No countdown offers: the ASA has called "Hurry, offer must end Friday" pressure irresponsible for cosmetic treatments (ASA).
One hour of talk usually gives 12 to 20 clips. Entry is about 60 clips a month (2 a day), so it needs 3 to 5 hours of talk-heavy video a month (60 divided by 20, and 60 divided by 12). Two recorded Q&A sessions a month plus a talk or consultation walk-through usually covers it. Our med spa reel ideas page has the shot list.
What is changing in UK aesthetics regulation?
On 21 October 2026 the Department of Health and Social Care opened a consultation on draft regulations, open until 13 January 2027, with the Parliamentary process currently planned for spring 2027. Under the draft, fillers injected anywhere other than the face, including liquid BBLs, would be defined as cosmetic surgery that only doctors could perform, and some higher-risk treatments, including some laser procedures, would be limited to doctors, dentists and certain prescribing nurses, midwives and pharmacists. The government also says it remains committed to a licensing scheme for clinics offering Botox, lip filler and other lower-risk treatments, without a start date yet.
What it means for content, in our cautious reading: a clinic that films its practitioners' qualifications and safety process now has clips that stay true after the rules tighten. We avoid any clip that implies a non-prescriber can offer a treatment the draft would restrict.
How does it work, step by step?
- A 30-minute video call. Send links to one or two recorded Q&As first.
- We write your rules card: which treatments may be named, who appears, which footage has signed consent, and who at the clinic approves.
- We make 2 example clips. Nothing goes live until you approve both.
- Live within 48 hours, then 2 clips a day on Entry or 4 on Growth, on your accounts.
What does it cost?
| Plan | Price (US dollars) | Included |
|---|---|---|
| Entry | $2,000 a month | 2 clips a day on your accounts |
| Growth | $4,000 a month | 4 clips a day |
| Full service | $5,000 to $6,000 a month | Scripting, 2 calls a week, analytics, 3-month minimum |
A 3-month plan on Entry or above comes with 1,000,000 views guaranteed in writing: if we fall short, we keep posting at our own cost (Terms). It guarantees views, not consultations. We do not recommend our CPM clipper network for UK clinics: clips posted on other people's pages put your treatment in front of an audience whose age you cannot control, which sits badly with the 25% rule. More on how we work with founder-led businesses.
Questions people ask
Can UK aesthetic clinics advertise Botox on Instagram?
No. Botox is a prescription-only medicine, CAP Code rule 12.12 bans advertising those to the public, and the ASA says a reference on your own social media, hashtags included, is likely to count. Promote the consultation instead.
Do I need a London marketing agency for my clinic?
Not for video clips. The work is cutting footage you already record and posting it, so it does not need anyone in your clinic. What it does need is someone who checks every clip against the CAP Code, which we do before anything posts.
Can a UK clinic post before and after photos?
Yes for treatments that are not prescription-only, if you hold evidence the images are genuine, signed and dated proof from the patient, and evidence for the result implied. Our before and after rules page covers retouching and captions.
Do influencer posts for my clinic need to say "Ad"?
Yes, if the influencer received payment or any incentive, including a free treatment. The ASA prefers a prominent "Ad" label at the start of the post, and says "Gifted" on its own is not enough.
Want a straight answer for your videos?
Book a 30-minute call. Send us a link first and we'll tell you which plan fits and how many clips we can make.
Book a call See plans and pricing- Can you advertise Botox on Instagram?Botox ad rules for clinic Instagram posts in the UK, US and Canada.
- Med spa before and after rulesWhat a before and after reel must show, say and keep on file, with example captions.
- Clipping for med spas and aesthetics clinicsDaily clips for med spas and aesthetics clinics, with the ad rules each must follow.