Before-and-After Photos in Health and Beauty, Done Properly
Paired images showing results from treatments, procedures or products.
Imogen Clarke
At a glance
- Substantiation results claims need evidence
- Typical results atypical results need clear disclosure
- Patient consent identifiable patient images require authorization
- Comparability lighting, pose and framing must match between images
Why it matters
Why it matters: These images are advertising claims, and both consent and comparability requirements apply.
Best practice
- Standardize lighting, pose and framing
- Get written consent for identifiable images
- Disclose when results are not typical
- Keep records of treatment details and timeframes
- Avoid retouching that changes the result
Common pitfalls
Watch out for:
- Different lighting between before and after
- Retouched result images
- Images used without patient authorization
- Implying typical results from exceptional cases
When to call in a specialist
Bottom line Bring in help before publishing treatment results.
Where this comes from
- Federal Trade Commission — Health Products Compliance Guidance
- U.S. Department of Health and Human Services — HIPAA for professionals
The figures and practices above come from the sources listed.
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Where to go next
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