Why it matters for hospitals

Health advertising draws more ASCI complaints than most categories because claims about outcomes, cures and comparisons are easy to overstate. An upheld complaint is published, which is a reputational cost on top of having to withdraw the ad. The code also sets the tone platforms and regulators expect, so following it reduces risk elsewhere. Rules change, so check the current rule before you rely on this.

How to put it into practice

• Keep substantiation (data source, date, approval) on file for every factual claim in an ad before it runs.
• Ban absolute words such as “guaranteed”, “painless”, “100%” and “permanent cure” in creative briefs.
• Apply ASCI’s influencer disclosure guidance to every paid or gifted creator collaboration.
• Label AI-generated or digitally altered visuals in line with ASCI’s current guidance.
• Read ASCI’s published complaint summaries for healthcare each quarter to see what gets flagged.

The common mistake

Assuming that because ASCI is self-regulatory, it can be ignored. Upheld complaints are public, and platforms and regulators take note of them.

An illustrative example

A fertility clinic’s ad promised “guaranteed results”. After a competitor complaint, it switched to plain language about the consultation, the tests involved and realistic next steps, and lead volume recovered within a few weeks. (Composite example, not a specific hospital.)

Related terms

• NMC professional conduct regulations
• Drugs and Magic Remedies Act
• Influencer disclosure
• Patient testimonial

Further reading

• NMC and ASCI rules for hospital ads
• ASCI AI labelling rules
• Ad copy for doctors

Part of the healthcare growth and digital glossary. Last reviewed 7 October 2026.