The CAP Code and the ASA
Non-broadcast advertising in the UK, including websites and social media, is covered by the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (the CAP Code). The Advertising Standards Authority (ASA) enforces it. Claims must be substantiated, testimonials must be genuine, and ads must not mislead. The CAP Code has specific rules on health, beauty and cosmetic interventions, including a rule that ads for cosmetic interventions must not be targeted at under-18s.
Prescription-only medicines
Prescription-only medicines, such as botulinum toxin, must not be advertised to the public. This comes from the Human Medicines Regulations 2012, overseen by the MHRA, and is reflected in ASA guidance. Clinics can usually describe a consultation service but should check current ASA and CAP advice on wording.
Dental practices and the GDC
The General Dental Council (GDC) publishes standards for the dental team and guidance on advertising. It expects advertising to be honest and not misleading, and includes guidance on displaying GDC registration details and on who may use specialist titles.
HCPC-registered professions
The Health and Care Professions Council (HCPC) regulates professions such as physiotherapists, podiatrists and practitioner psychologists. Their titles are protected by law, and registrants must follow the HCPC standards of conduct, performance and ethics, including being honest about their skills and services.
CQC registration and ratings
In England, providers of regulated activities register with the Care Quality Commission (CQC). Rated providers must display their latest rating, including on their website. Other UK nations have their own regulators.
Practical checklist
- Can you prove every claim you make?
- Are testimonials real, typical and used with consent?
- Are prices, offers and finance terms clear and accurate?
- Are practitioner names, titles and registration numbers correct?
- Have you checked the current guidance from the ASA and your regulator?
Frequently asked questions
Is this guide legal advice?
No. It is a general overview. Rules change, so check the current guidance from the ASA, CAP and your regulator, and take professional advice where needed.
Do the rules apply to social media posts?
Yes. The CAP Code covers marketing on your own website and social media, including influencer posts you pay for or control.
Where can I get free advice on an ad?
CAP runs a free Copy Advice service for non-broadcast ads. Check its website for current details.