By the Third Eye Marketing team · Updated 14 October 2026 · 6 min read
The short answerKeep claims factual and substantiated, avoid guarantees and superlatives, use before-and-after or patient content only with written consent and within your regulator’s rules, never offer incentives for reviews, and avoid collecting health information in website forms. Rules differ by profession and province, so check your college or regulator. This is general information, not legal advice.
Why this is different
Patients compare reviews, photos and answers before they book a consultation, so visibility matters. But health-related advertising is regulated. Professional colleges publish advertising standards, federal and provincial law prohibits false or misleading claims, and platforms such as Google restrict health advertising and incentivised reviews.
Claims
- Describe what a treatment is and what to expect, not a guaranteed outcome.
- Avoid “best”, “#1” and “painless” unless you can substantiate them.
- Do not make medical claims you cannot support, and defer to your regulator’s wording.
- Be clear about who performs treatments and their qualifications.
Before-and-after content
Use it only with written, specific consent, and only where your college or regulator allows it. Show representative results, not only the best, and state that results vary. Never imply a guarantee.
Reviews and testimonials
Ask for reviews, reply professionally, and never reply in a way that reveals a patient’s health information. Do not offer discounts or gifts in exchange for reviews; Google prohibits incentivised reviews. BrightLocal found 47% of consumers will not use a business with fewer than 20 reviews, so a steady, genuine flow matters.
Privacy and forms
Collect only what you need to book. Avoid asking patients to describe their conditions in an open website form. Be clear about how you store and use contact details and follow the privacy law that applies to you.
Visibility that stays compliant
You can be easy to find without bending rules: a complete Google Business Profile, accurate treatment pages, answer-first FAQs, genuine reviews and consistent listings. See our clinic and med spa marketing page and how we approach AI visibility, where we never promise a position.
Sources
- BrightLocal, Local Consumer Review Survey 2026, published 11 February 2026 (1,002 US adults).
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