Compliance & Ethics
Aesthetic Bureau operates in one of the most tightly regulated marketing environments in the United Kingdom. We treat compliance not as a constraint on creativity, but as its precondition. This statement sets out what that means in practice — for us, and for the clients we work with.
Our Position
The aesthetic medicine and plastic surgery sector markets to people making decisions about their own bodies. That carries a particular ethical weight. The potential for harm — financial, psychological, physical — from irresponsible marketing in this space is real and well-documented by regulators.
Aesthetic Bureau's position is straightforward: governance is not optional, and it is not a final check. It is built into every stage of the work we produce. We accept no engagement where this position cannot be maintained.
"We will not produce, approve, or publish marketing that we cannot defend against current ASA and CAP Code standards. That commitment applies to every client, every campaign, and every piece of content — without exception."
Regulatory Framework
All work produced by Aesthetic Bureau is reviewed against the following regulatory frameworks as standard:
Where additional sector-specific guidance is relevant — such as the Medicines and Healthcare products Regulatory Agency (MHRA) rules on prescription-only medicines advertising, or the General Medical Council (GMC) guidance on medical practitioner marketing — this is applied as required by the nature of the engagement.
Phronesis — Governance by Design
Aesthetic Bureau's proprietary governance system, Phronesis, operates at three stages to ensure compliance is built into the work rather than bolted on at the end:
Every marketing claim is reviewed against ASA and CAP Code standards before it is submitted for publication. No paid or organic content is released without passing this review.
Governance is embedded into the creative brief. Claim boundaries, substantiation requirements, and category-specific restrictions are identified before creative work begins — not after it is completed.
Full audit trails and decision logs are maintained for every piece of published marketing. In the event of a regulatory query or complaint, we have documented records that support a transparent and credible response.
Marketing Claims Standards
The following standards apply to all marketing claims produced or approved by Aesthetic Bureau on behalf of clients:
- Truthfulness — No claim may be made that cannot be substantiated by evidence the practice holds
- Accuracy — Statistical, clinical, or comparative claims must reflect the actual evidence base and not be presented misleadingly
- Before-and-after imagery — Used only where permitted under CAP Code rules, with appropriate context and no implied guarantees of outcome
- Pricing transparency — Prices, finance offers, and promotional terms must be stated clearly and completely
- Testimonials — Patient testimonials must reflect genuine experiences and comply with ASA guidance on endorsements in medical and aesthetic advertising
- Urgency and pressure — No artificial scarcity, countdown mechanics, or language designed to pressure vulnerable individuals into decisions
Sensitive and Regulated Categories
The following categories require additional layers of review and, in some cases, preclude certain advertising approaches entirely:
- Prescription-only medicines (POMs) — Direct-to-consumer advertising of POMs is prohibited under UK law. Any marketing involving prescription treatments — including but not limited to botulinum toxin products — is reviewed against MHRA and ASA guidance
- Invasive cosmetic procedures — Marketing for surgical procedures is reviewed with regard to CAP Code Section 22 and ASA guidance on responsible advertising of cosmetic interventions
- Treatments targeting body image — Content that may cause harm to individuals with body dysmorphic disorder (BDD) or other body image vulnerabilities is handled with particular care and may be excluded from certain formats
- Financial promotions — Where cosmetic finance or payment plans are advertised, FCA rules on financial promotions are applied in addition to ASA standards
Client Obligations
Aesthetic Bureau can only maintain compliance standards where clients participate in the governance process. All clients are required to:
- Provide accurate information about treatments, outcomes, pricing, and qualifications
- Not instruct or pressure Aesthetic Bureau to produce content that would breach ASA, CAP Code, or other applicable standards
- Retain substantiation evidence for all clinical or efficacy claims made in their marketing
- Notify Aesthetic Bureau of any regulatory correspondence, complaints, or investigations relating to their marketing
- Comply with the Phronesis review process and not publish materials that have not completed that process
Where a client instructs us to produce content we assess as non-compliant, we will provide written reasons and offer a compliant alternative. We will not produce the non-compliant content.
Escalation and Reporting
Where a compliance issue arises — whether identified internally or raised by a client, regulator, or third party — Aesthetic Bureau follows a structured escalation process:
- The issue is documented and assessed against the relevant regulatory standard
- Affected content is reviewed and paused if necessary pending resolution
- The client is informed promptly and provided with a clear assessment and recommendation
- Where formal regulatory engagement is required, we provide documentation support and cooperate fully
Aesthetic Bureau does not seek to minimise, deflect, or dispute legitimate regulatory findings. Our approach is transparency and correction.
Conflicts of Interest
Aesthetic Bureau does not hold financial interests in any products, devices, or services that we may recommend or reference in client marketing. We do not accept referral fees, commissions, or undisclosed benefits from suppliers, platforms, or technology providers that might influence our recommendations.
Where a potential conflict of interest arises in any engagement, it is disclosed to the affected client in writing before work proceeds.
Policy Review
This statement is reviewed annually and updated whenever material changes occur in the regulatory landscape, our services, or our practices. The review date is recorded above.
For compliance-related queries, contact us at info@aestheticbureau.co.
For every new client we take on, we plant a tree in their name through Tree-Nation. It is a small and considered gesture — one that reflects the kind of long-term thinking we try to bring to every aspect of how we work.