Before-and-after photos are the most persuasive image in aesthetics marketing, which is exactly why Singapore restricts them for licensed healthcare providers.
The rule
Under the Healthcare Services (Advertisement) Regulations 2021, licensed clinics may not use before-and-after photographs, videos or films in advertisements. Your website, Instagram, Facebook, TikTok, Google Business Profile and ads are all advertisements.
“Results may vary” doesn't help
Adding a disclaimer does not make a before-and-after image acceptable. Neither does posting it as a story, a reel, a carousel or a blog illustration.
We build clinic websites that follow every point in this guide. Send us your requirements or see our packages.
Where they can be shown
Clinics may show before-and-after images to a patient during a private consultation, where the doctor can explain context, variation and risks.
What to use instead
- Clear treatment explanations: what happens, how long, downtime and risks
- Diagrams of how a device or technique works
- Photos of the clinic, equipment and team
- Doctor credentials, training and conference work
- Educational articles answering patients' questions
What about salons and beauty brands?
Non-medical beauty businesses aren't licensed under the Healthcare Services Act, so the HCSA rule doesn't apply to them in the same way. Claims still need to be honest. If a business offers both therapist services and medical treatments, the medical pages should follow clinic rules. See how we build salon websites.
This is a summary, not legal advice. Read the full MOH guide and check MOH's current FAQ.