{"id":785,"date":"2026-10-10T11:45:27","date_gmt":"2026-10-10T11:45:27","guid":{"rendered":"https:\/\/med-ars.com\/publicidad-medicina-estetica-normativa\/"},"modified":"2026-11-04T14:58:06","modified_gmt":"2026-11-04T14:58:06","slug":"advertising-aesthetic-medicine-regulations","status":"publish","type":"post","link":"https:\/\/med-ars.com\/en\/publicidad-medicina-estetica-normativa\/","title":{"rendered":"Advertising in aesthetic medicine: what the regulations permit and what they prohibit"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Healthcare advertising in the field of aesthetic medicine is regulated by national and regional legislation that many doctors are only vaguely familiar with; as a result, the very same type of social media post that fills a doctor\u2019s diary could lead to disciplinary proceedings by the medical association or the regional health authority. This guide summarises the general framework, what is usually permitted, what is clearly prohibited, and the grey areas where it is advisable to exercise caution. It is not a substitute for advice from your medical association or the specific regulations in your region, which may be stricter.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The regulatory framework, on one page<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>General Health Act 14\/1986 and General Advertising Act 34\/1988: the advertising of health-related products, activities or services is subject to administrative control and must not be misleading.<\/li>\n\n\n<li>Royal Decree 1907\/1996 on the advertising and commercial promotion of products, activities or services purporting to have health benefits: it prohibits, amongst other things, promises of results, testimonials used for advertising purposes, and advertising that suggests the product or service is risk-free.<\/li>\n\n\n<li>Royal Decree 1416\/1994 on the advertising of medicinal products for human use: prescription-only medicines, such as botulinum toxin, may not be advertised to the general public. You may not advertise \u00abbotulinum toxin from X euros\u00bb.<\/li>\n\n\n<li>Regional regulations on healthcare and healthcare centre advertising: several autonomous communities require prior authorisation or notification for advertising, and all require the healthcare centre\u2019s registration number to be included.<\/li>\n\n\n<li>Code of medical ethics and professional body regulations: these restrict comparative advertising, aggressive canvassing and the use of unrecognised qualifications.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">What is usually permitted<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Please identify yourself as a doctor, stating your professional registration number, and describe your accredited training.<\/li>\n\n\n<li>Describe the treatments you offer in descriptive terms, without promising results.<\/li>\n\n\n<li>Publish the health registration number of the centre and the authorised care unit.<\/li>\n\n\n<li>Informative content: explaining what a treatment involves, who it is suitable for, and what risks it entails.<\/li>\n\n\n<li>Photographs of results, with the patient\u2019s express written consent for this purpose, unretouched and not presented as guaranteed results, provided that your local authority and your professional body permit this.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">What is prohibited or clearly risky<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Advertising prescription medicines to the public: trade names, prices or promotions relating to botulinum toxin or other medicines.<\/li>\n\n\n<li>Promising or guaranteeing results, or using expressions such as \u00abrisk-free\u00bb, \u00abimmediate results\u00bb or \u00abpainless\u00bb without qualifying them.<\/li>\n\n\n<li>Offers that encourage unjustified spending: value packs, limited-time discounts, prize draws for treatments, \u00abbring a friend\u00bb schemes.<\/li>\n\n\n<li>Patient testimonials used for advertising purposes and the use of well-known figures to recommend treatments.<\/li>\n\n\n<li>Manipulated \u2018before and after\u2019 photographs, or those taken without specific consent.<\/li>\n\n\n<li>Advertising without the centre\u2019s registration number, or by a centre that is not authorised to provide cosmetic medicine.<\/li>\n\n\n<li>Qualifications that suggest an official specialism which does not actually exist.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Social media: the same rules<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Instagram and TikTok are, for all intents and purposes, advertising. A video showing a patient being treated, a Reel featuring \u00abspectacular results\u00bb or a Story showing the price of botulinum toxin are subject to the same rules as a press advert. Add to that the patient\u2019s consent to appear, data protection requirements and the ban on showing minors. It is prudent to publish informative content, showcase your working methods without mentioning medication prices or making promises, and keep your registration number visible on your profile.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Influencers and collaborations<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Paying a content creator to recommend your consultation or a treatment constitutes disguised advertising using testimonials \u2013 two problems in one. If you collaborate with someone, ensure that it is clearly labelled as advertising and that the content complies with the same restrictions. When it comes to treatments involving prescription medicines, it is safest not to do so.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What to check before publishing anything<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Is the centre\u2019s health registration number shown?<\/li>\n\n\n<li>Do I mention a prescription medicine, its brand name or its price?<\/li>\n\n\n<li>Am I promising or suggesting a result?<\/li>\n\n\n<li>Is there a special offer, discount or bundle that might encourage people to have the treatment?<\/li>\n\n\n<li>Do I use photographs of patients with specific authorisation for advertising purposes?<\/li>\n\n\n<li>Does my local authority require prior notification or authorisation for this advertisement?<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Before advertising, have someone to ask<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Interpretations vary between communities and between medical colleges, and what one colleague publishes without issue in one city may result in disciplinary action in another. On the Medars Forum, verified doctors share experiences of this kind, and the concierge services include external communication providers who work within these constraints. Basic membership is free for life and is activated once your professional registration has been verified, with no card required. <a href=\"\/en\/apply\/\">Request access<\/a> or check the <a href=\"\/en\/memberships\/\">memberships<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Related guides<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"\/en\/informed-consent-in-aesthetic-medicine\/\">Informed consent in aesthetic medicine: what it should include<\/a><\/li>\n\n\n\n<li><a href=\"\/en\/malpractice-insurance-aesthetic-medicine\/\">Malpractice insurance for aesthetic medicine: what it should cover<\/a><\/li>\n\n\n\n<li><a href=\"\/en\/requirements-for-setting-up-an-aesthetic-medicine-practice\/\">Requirements for setting up a cosmetic medicine practice in Spain<\/a><\/li>\n\n\n\n<li><a href=\"\/en\/buy-aesthetic-medicine-supplies-distributors\/\">Buying aesthetic medicine supplies: authorised distributors and traceability<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Continue exploring Medars<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/med-ars.com\/en\/training\/\">Training for doctors<\/a>: masterclasses on botulinum toxin, hyaluronic acid fillers and facial contouring, delivered by practising doctors.<\/li>\n\n\n\n<li><a href=\"https:\/\/med-ars.com\/en\/memberships\/\">Memberships<\/a>: Basic is free forever, and Gold and Black are available if you want more access.<\/li>\n\n\n\n<li><a href=\"https:\/\/med-ars.com\/en\/lounge\/\">The Lounge<\/a>: clinical cases with colleagues, direct messages and clinic rooms to rent.<\/li>\n\n\n\n<li><a href=\"https:\/\/med-ars.com\/en\/shop\/\">The Shop<\/a>: verified laboratories and distributors.<\/li>\n\n\n\n<li><a href=\"https:\/\/med-ars.com\/en\/teaches\/\">Teach at Medars<\/a>: publish your masterclass and keep 70% from each sale.<\/li>\n\n\n\n<li><a href=\"https:\/\/med-ars.com\/en\/faq\/\">Frequently asked questions<\/a>: verification, access and memberships.<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>The legal framework for healthcare advertising in aesthetic medicine: what you can publish, what is prohibited (prescription medicines, claims, offers, testimonials) and how to apply it on social media.<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"slim_seo":{"title":"Advertising in aesthetic medicine: what the regulations allow | Medars","description":"Regulations on advertising in aesthetic medicine in Spain: what you can post on social media, before-and-after photos, prices, promotions and product names."},"_slim_seo_primary_term_category":0,"_slim_seo_primary_term_post_tag":0,"footnotes":""},"categories":[3],"tags":[],"class_list":["post-785","post","type-post","status-publish","format-standard","hentry","category-guias"],"_links":{"self":[{"href":"https:\/\/med-ars.com\/en\/wp-json\/wp\/v2\/posts\/785","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/med-ars.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/med-ars.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/med-ars.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/med-ars.com\/en\/wp-json\/wp\/v2\/comments?post=785"}],"version-history":[{"count":2,"href":"https:\/\/med-ars.com\/en\/wp-json\/wp\/v2\/posts\/785\/revisions"}],"predecessor-version":[{"id":855,"href":"https:\/\/med-ars.com\/en\/wp-json\/wp\/v2\/posts\/785\/revisions\/855"}],"wp:attachment":[{"href":"https:\/\/med-ars.com\/en\/wp-json\/wp\/v2\/media?parent=785"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/med-ars.com\/en\/wp-json\/wp\/v2\/categories?post=785"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/med-ars.com\/en\/wp-json\/wp\/v2\/tags?post=785"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}