How should med spas publish before-and-after photos and testimonials?

Confirm rights and context

Document that the person has approved the specific image, platform, caption, and use. Confirm when and how the photos were taken and whether lighting, angle, editing, or other conditions changed between them.

Do not assume permission for a clinical record grants permission for advertising. Follow the practice’s privacy process and obtain approval through the appropriate channel.

Check the implied message

Review the photo, headline, caption, and nearby testimonials together. Ask what result a reasonable visitor could infer and whether the practice has adequate support for that express or implied claim.

A ‘results vary’ label does not necessarily correct an otherwise misleading impression. FTC guidance says health-related claims require appropriate substantiation; the specific service and claim need professional review.

1. Record consent scope and retain original image files.
2. Review the likely meaning of the full page, including images and captions.
3. Document claim support, disclosure, and practice approval.

Keep testimonial handling honest

Use the speaker’s authentic words and disclose relevant material connections when required. Do not fabricate, materially edit, cherry-pick, or pay for a review in a way that violates applicable rules or platform policy.

Keep a record of the original, edits, permissions, source, and reviewer. Remove media promptly if consent changes or the underlying service claim is no longer supported.