Advertising rules for UK aesthetics clinics: what to say when people phone

What do the UK advertising rules say?

Here's what the rules and guidance say, quoted from the ASA's own pages (checked 16 October 2026).

The CAP Code bans advertising prescription-only medicines to the public. Rule 12.12 says: "Prescription-only medicines or prescription-only medical treatments may not be advertised to the public" (CAP Code, section 12: medicines).

ASA guidance says to promote the consultation, not the medicine. Its guidance on prescription-only medicines (POMs) on websites says clinic websites "should primarily offer the consultation service rather than the POM itself". It gives "A consultation for lines and wrinkles" as homepage wording that is "likely to be acceptable", and warns that "marketers must be careful to avoid an indirect promotion of the product" (ASA guidance: prescription-only medicines on websites).

Price lists need care. The same guidance says price lists that refer to POMs shouldn't appear on a homepage, and shouldn't encourage people to choose a POM on price, for example through a price promotion.

Cosmetic procedure ads have extra rules. The ASA's guidance on marketing cosmetic procedures covers exaggerated or unrealistic claims, including before-and-after images, and ads that trivialise treatments. Since November 2021, CAP Code rule 12.25 has banned targeting cosmetic-intervention ads at under-18s (ASA guidance on marketing surgical and non-surgical cosmetic procedures).

What does consultation-first mean in practice?

In your marketing, it means:

• Promote the consultation, not a prescription-only medicine.
• Refer to the condition, such as lines and wrinkles, not to the product.
• Avoid price promotions on prescription-only treatments.
• Avoid before-and-after images that promote prescription-only treatments, and anything that makes a treatment sound trivial.

The prescriber decides at the consultation whether a treatment is suitable, and which one.

Do the rules apply to phone calls?

The rules cover advertising and marketing. The ASA pages we read don't say how rule 12.12 applies to a one-to-one phone call where a caller asks a question, so we won't say whether it does or doesn't.

What's clear is that the consultation-first approach works just as well on the phone. If your clinic answers calls with the same principles your website follows, your marketing and your phone line tell callers the same thing.

What should the person answering the phone say?

Agree your clinic's wording in advance, and keep it consultation-led. For example:

• When someone asks for a treatment by name: "The best first step is a consultation with [prescriber name]. They'll talk through your concerns and what's suitable for you. Would Tuesday at 2 or Thursday at 11 work?"
• When someone asks "how much is it?": "It depends on what [prescriber name] recommends at your consultation. The consultation costs [£X], and you'll get a full treatment plan and price there."
• When someone asks whether a treatment is right for them: "That's exactly what the consultation is for. [Prescriber name] will assess you and talk you through the options."
• When someone calls about a reaction or aftercare: pass the call straight to a clinician. In an emergency, tell them to ring 999, or NHS 111 for urgent advice.

Before you use a script, check it with a qualified adviser. CAP also runs a copy advice service that checks non-broadcast ads against the CAP Code. Its standard response time is 3–5 working days, and paid options are available for faster answers.

How does CallPad handle these calls?

CallPad is an AI receptionist for UK aesthetics clinics. On these calls, it:

• uses the consultation-led wording you approve, and doesn't run promotions on prescription-only treatments
• books consultations in real time with a named practitioner in Cliniko, Phorest, SalonIQ, Salon Manager or Google Calendar
• explains that suitability is decided by the prescriber at the consultation
• never gives clinical advice. Reaction and aftercare calls go to your team: CallPad can transfer the call to a team member or take a message. With a message, you get an email that says what the caller wanted.

CallPad works within the wording you give it. That's configuration your clinic controls, not a guarantee of compliance with the CAP Code. For more, see CallPad for UK aesthetics clinics.

Frequently asked questions

Can a UK clinic advertise prescription-only medicines to the public?

No. CAP Code rule 12.12 says they may not be advertised to the public.

What can a clinic promote instead?

The consultation. ASA guidance gives "a consultation for lines and wrinkles" as likely acceptable wording.

Do the rules cover phone calls?

They cover advertising and marketing. For how they apply to a specific script, ask CAP Copy Advice or your adviser.

Can an AI receptionist follow consultation-first wording?

Yes. CallPad uses the wording you approve and books a consultation. Treatment decisions are made by the prescriber.

Will CallPad give clinical advice?

No. Clinical, reaction and aftercare calls go to your team.

See it for your clinic

Book a demo for your clinic, or hear CallPad take a call.