Aesthetics clinic signage and the CAP code: a practical guide

Signage in a UK aesthetics clinic is a marketing communication. That means it falls under the CAP Code, with stricter rules where prescription-only medicines, before-and-after content or outcome claims are involved.

A few words on responsibility before the rest of this article. Screenli is a presentation platform. We do not vet, approve or refuse your content. We do not generate compliance, and we are not a substitute for a clinical lead signing off on what reaches the screen. The rules below are a starting point; your clinical and legal advisers own the final call on what you actually display.

The rules that matter most

1. Prescription-only medicines (POMs) cannot be advertised to the public, including by brand name.
2. Before-and-after content must be representative, properly captioned and not misleading.
3. Outcome claims must be substantiated.
4. Health claims about cosmetic interventions follow the CAP Code section on cosmetic interventions.

Content patterns that tend to stay safe

• Practitioner profiles with named qualifications.
• Generic treatment overviews framed around concerns, not products.
• Consultation prompts with a clear, no-obligation call-to-action.
• Trust signals such as JCCP registration, professional indemnity insurance and GMC registration where relevant.

A workflow that makes review easier

Build a content pipeline that has clinical sign-off as a step, not an afterthought. Every new asset goes past the clinical lead before it reaches a screen. The platform makes that easier by keeping every asset in one place; the responsibility for what reaches the screen is, and stays, the clinic's.