Cosmetic surgery advertising rules in the US, UK and Canada, with the official source for each

Updated 28 October 2026 · Written by Reyansh Juneja and Naman Dhiman, the co-founders of SOVE7GN, who run the campaigns and review the clips

Cosmetic surgery advertising rules in the US, UK and Canada share one core idea: an ad may not mislead about results, and any payment behind a testimonial must be disclosed. Beyond that they differ sharply: US rules come from the FTC and each state medical board, the UK bans ads targeted at under-18s and urgency offers, and Ontario physicians may not use testimonials at all and may not show before-and-afters where the public sees them unsolicited.

General information, not legal advice. Every rule below was checked against the linked official source in October 2026. Where a rule does not name social media directly, we say how we read it and label it "our cautious reading".

What are the rules, side by side?

What do the US federal rules require?

• Typical results. The FTC's Endorsement Guides say a testimonial about a key attribute will likely be read as what consumers "will generally achieve." If you cannot substantiate that, disclose the generally expected result clearly; a "results not typical" line is not enough (16 CFR 255.2).
• Reviews. The FTC's rule on consumer reviews bars writing or buying reviews that misrepresent the reviewer or their experience, and bars reviews by your officers, managers or employees when you knew or should have known they were misleading (16 CFR 465.2).
• Platform rule. Meta requires ads "promoting or marketing cosmetic products, procedures or surgeries" to target people 18 or older (Meta ad standards).

What do state medical boards add?

Two of the most detailed state board rules:

California (B&P 651): before-and-after views must be comparable so that results are not distorted by favorable poses or lighting, must specify the procedures performed, and must state that "the same 'before' and 'after' results may not occur for all patients." Price ads must be exact, without phrases like "as low as" or "and up."

Texas (22 TAC 164.3): misleading advertising includes using "board eligible" or similar wording to suggest board certification, testimonials without a disclaimer about the speaker's credentials and a disclosure of any compensation, failing to identify models or actors as not being actual patients, claims of free service when a third party is billed, and claims of a unique skill without substantiation. A physician may say "board certified" only if certified by a member board of ABMS, the AOA's BOS, the American Board of Oral and Maxillofacial Surgery, or a board the Texas Medical Board has approved (22 TAC 164.4).

Our cautious reading: a reel on your practice account is an advertisement for these rules, even though neither rule names Instagram. If you practice elsewhere, look up your own board's advertising rule before you post.

What are the UK rules for cosmetic surgery ads?

The ASA's cosmetic surgery advice sets out the main limits:

• Never portray a procedure as "safe", "easy" or "risk free."
• A Black Friday offer broke the code because it suggested "a very limited window of opportunity," and offering surgery as a prize in time-limited competitions could be irresponsible.
• Cosmetic intervention ads must not be targeted at under-18s (CAP Code rule 12.25).
• A surgeon may be described as "qualified" only if on the GMC Specialist Register in a relevant surgical specialty, with an exception for those practicing independently before 1 April 2002.

The ASA's social responsibility advice adds that countdown clocks and claims like "Hurry, offer must end Friday" should not be used. UK doctors also follow the GMC's guidance on cosmetic interventions. Non-surgical treatments that use prescription-only medicines have a separate, stricter rule, covered on can you advertise Botox on Instagram.

What are the rules in Canada?

Each province's college of physicians sets its own advertising rules. Ontario's is the most explicit about cosmetic work. The CPSO Advertising policy says physicians must not advertise in a way that:

• contains a testimonial (3.6);
• compares themselves to other physicians or health professionals (3.4), or suggests a better service than others (3.5);
• is sensationalized, exaggerated or provocative (3.2).

Before-and-after photos or videos may show only an outcome "that can reasonably and typically be expected," must say results are not guaranteed, need express consent to the specific use with no incentive offered for it, and must not be displayed where the public is likely to see them unsolicited. The policy's endnote allows them on a physician's website, not in magazine or newspaper ads.

Our cautious reading: a before-and-after in a promoted Instagram ad reaches people who did not go looking for it, so it does not fit the CPSO rule; on your own profile it is closer to a website, but ask the college before relying on that. Outside Ontario, check your provincial college.

What does this mean for each reel you post?

Before every clip:

1. Results. Is any result shown typical, with the procedure named and the right disclaimer for your state or country?
2. Words. No "safe", "painless", "risk free", "guaranteed" or "best surgeon."
3. People. Signed authorization for every patient (checklist); models and actors labeled.
4. Money. Exact prices only; no countdowns in the UK; any payment to an endorser disclosed.
5. Audience. Paid posts targeted at 18 and over everywhere, and nothing aimed at under-18s in the UK.
6. Credentials. Titles and board names exactly as your regulator allows.

How to apply this to before-and-after clips specifically is on med spa before and after rules, and what to record instead is on plastic surgeon social media.

When we cut clips for a practice, we apply a rules card agreed with you to every caption; you decide what the rules require, and we do not give legal sign-off. You approve 2 example clips before anything goes live. See how we work with founder-led businesses, or book a 30-minute call. If you are choosing an agency for search or ads too, read plastic surgery marketing agency first.

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