Guide · Updated November 2026
MOH advertising guidelines for clinic websites.
A plain-English checklist of what Singapore's Healthcare Services (Advertisement) Regulations 2021 mean for your clinic website, social media and ads.
This guide explains how we apply the rules when writing clinic websites. It is not legal advice. The licensee is responsible for every advertisement, so check MOH's current guidance and have your medical director approve all copy.
Who the rules apply to
Aesthetic procedures performed by licensed healthcare providers are medical procedures regulated under the Healthcare Services Act 2020 (HCSA). Advertising by licensees is governed by the Healthcare Services (Advertisement) Regulations 2021, which came into operation on 3 January 2022.
The regulations cover advertisements “by any means or in any form or medium” with a Singapore link. In practice that means your website, Instagram, Facebook, TikTok, Google Business Profile, Google Ads, brochures and signage. Doctors are separately bound by the Singapore Medical Council's Ethical Code and Ethical Guidelines.
What clinic websites cannot include
- Before-and-after photos or videos. Prohibited in advertisements, with or without a disclaimer. They may be shown to a patient during a private consultation.
- Testimonials and endorsements. MOH restricts reproducing patient testimonials, endorsements or photos on a licensee's premises, website and social media. Avoid review screenshots and patient quotes.
- Superlatives and comparisons. “Best”, “No. 1”, “leading” and comparisons with other clinics are not allowed.
- Unsubstantiated or exaggerated claims. Every claim must be factual, accurate and capable of being substantiated. No promised results or “guaranteed” outcomes.
- Urgency and inducements. Countdown timers, “this week only” discounts and similar tactics that pressure patients.
- Prescription-only medicines. Botulinum toxin and other prescription-only medicines cannot be advertised to the public. Avoid brand names and promotional pricing.
What you can include
- Factual descriptions of the treatments you offer: what they involve, session length, downtime, risks and aftercare
- Your doctors' names, qualifications and registration, presented in line with the SMC Ethical Code
- Your MOH licence details, address, directions, opening hours and contact details
- Photos of your clinic, equipment and team
- Clear, calm calls to action such as “Book a consultation to discuss suitability”
A pre-launch checklist
- Search every page for “best”, “top”, “No. 1”, “leading”, “guaranteed”, “painless” and “permanent”.
- Remove every before-and-after or “after only” image, including in galleries and blog posts.
- Remove patient reviews, star ratings widgets and testimonial carousels.
- Check treatment pages state risks and downtime, not just benefits.
- Remove prescription drug brand names from pages and ads.
- Replace discount countdowns with neutral package information.
- Confirm doctor credentials are accurate and current.
- Have the medical director approve every page, and keep a record.
Salons vs clinics
Non-medical beauty businesses aren't licensed under the HCSA, so salons and spas have more freedom with galleries, reviews and promotions. Consumer protection rules still require honest claims. If one business offers both therapist services and doctor-led treatments, keep the medical treatments on clearly separate pages that follow the clinic rules. See how we handle this on our salon websites.
Official sources
- Healthcare Services (Advertisement) Regulations 2021, Singapore Statutes Online
- MOH: Regulation of advertisements for aesthetic treatments
- MOH (Ask.gov): Reviews, testimonials and endorsements
Want your current site checked against this list? Ask for a free compliance review.
FAQ
Common questions about clinic advertising
Do MOH advertising rules apply to my clinic's Instagram?
Yes. The Healthcare Services (Advertisement) Regulations 2021 apply to advertisements by licensees in any form or medium with a Singapore link, which includes websites, social media and Google Ads.
Can I show before-and-after photos with a disclaimer?
No. Before-and-after images are prohibited in clinic advertisements, and a disclaimer does not make them acceptable. They may be shown to a patient during a private consultation.
Can my clinic website show patient reviews?
MOH guidance restricts how licensees reproduce testimonials and endorsements on their premises, website and social media. Most clinics should not publish review screenshots or patient quotes. Check MOH's current FAQ before using any.
Can I advertise Botox prices?
Botulinum toxin is a prescription-only medicine, and prescription-only medicines may not be advertised to the public. Clinics generally describe “anti-wrinkle injections” in factual terms without brand names or promotional pricing.
Who is responsible if an advertisement breaks the rules?
The licensee is accountable, and doctors may also face professional proceedings under the SMC Ethical Code. That is why your medical director should sign off every page.
Next step
Want a clinic website that's compliant from day one?
We write every clinic page to these rules, and your doctor signs off before launch.