Plastic surgeon marketing: results and ad rules

Plastic surgery marketing is built around results, and that is exactly where the rules are strictest. Prospective patients look at outcomes, read reviews and compare surgeons’ credentials, often for months, before booking a consultation. Each of those touchpoints has federal rules, and state medical boards add their own.

This guide covers the federal rules and platform policies behind results, reviews, credentials, device information and advertising. It does not discuss which procedures suit which patients, which is a clinical decision. For thread lifts and how thread clearances limit lift claims, see our guide to thread lift advertising rules. If you treat lipedema, see our guide to lipedema treatment marketing. Surgeons who see patients traveling from abroad, or patients returning from surgery abroad, should read medical tourism marketing.

This is general information, not legal or medical advice. Sources cited were checked on October 28, 2026: 16 CFR parts 255 and 465 (FTC), 45 CFR 164.508 (HIPAA), the FTC Health Products Compliance Guidance, FDA breast implant pages, and the Meta and Google ad policies named below. State medical boards regulate advertising and the use of titles such as board certified. Have your board rules and an attorney guide your final wording.

Results: what the FTC expects

Under the FTC Endorsement Guides, 16 CFR 255.2(b), an ad that relates a patient’s experience on a key attribute is likely to be read as showing what patients will generally achieve. If the practice does not have substantiation that the result is representative, the ad should clearly and conspicuously disclose the generally expected results. The FTC Health Products Compliance Guidance adds that an ad can make implied claims through images, not only words.

For a surgical practice that means:

Do not present your best outcomes as typical without a clear statement of what patients can generally expect.
Do not alter or retouch outcome images in ways that change the result shown.
Avoid “guaranteed”, “scarless”, “no downtime” or “permanent” unless you can substantiate exactly that.
State that results vary and that every procedure carries risks.

Patient photos and stories need written authorization

When a practice holds patient photos, they are protected health information. Under 45 CFR 164.508, using protected health information for marketing generally requires the patient’s written authorization, which must meet the content requirements in that section. A signed general consent to treatment is not the same thing.

Our guide to patient testimonials and before-and-after photos covers the FTC and HIPAA rules in detail, with a blank consent checklist. Many practices show their facility, team, consultation process and recovery information instead of individual outcomes.

Reviews

The FTC rule on consumer reviews and testimonials, 16 CFR part 465, applies to surgical practices like any business:

465.2: no fake reviews, and no reviews that misrepresent the reviewer’s experience.
465.4: no incentives in exchange for reviews that express a particular sentiment.
465.5: reviews by staff or their relatives need clear disclosure.
465.7: no groundless legal threats or intimidation to remove a negative review.

Replies to reviews must not confirm that someone is a patient or discuss their care. See how to reply to patient reviews.

Device risk information: breast implants as an example

Some cosmetic procedures use regulated medical devices, and the FDA publishes risk information that your marketing should not contradict. For breast implants, the FDA lists complications including additional surgeries and capsular contracture, says breast implants are not considered lifetime devices, and describes orders restricting their sale and distribution to help ensure patients considering them receive adequate risk information to make fully informed decisions.

For marketing, avoid copy that implies implants last a lifetime or carry no risk, and point readers to the consultation where risks are discussed. For other devices, describe them by their FDA status accurately: a device cleared through 510(k) is FDA cleared for its cleared use, not FDA approved.

Credentials and titles

Credentials are a major reason patients choose a surgeon, and claims about them are factual claims. Name the specific certifying board when you say a surgeon is board certified, keep hospital privileges and memberships current, and use only the titles your state medical board allows. Misstated credentials can mislead patients under Section 5 of the FTC Act and may also violate state rules.

Ad platform rules

Meta’s Health and Wellness ad policy says ads for cosmetic products, procedures or surgeries must be targeted to people at least 18 years old. The same policy prohibits ads that contain statements of inferiority about physical appearance, such as negative terms or questions attacking a person’s appearance or body parts, and clickbait that promises specific outcomes within a set timeframe without qualifiers. The policy permits cosmetic procedure ads depicting before-and-after transformation when targeted to people 18 or older; the FTC and HIPAA rules above still apply to any such image.

Google’s Healthcare and medicines policy restricts prescription drug terms: in the United States you can use them in ads and landing pages, but keyword targeting them requires certification. That matters for practices that also offer injectables. See healthcare ad policy basics and Google Ads for med spas.

Payment plans

Cosmetic surgery is usually self-pay, so ads often mention financing. A monthly payment amount or a number of payments in an ad triggers additional Truth in Lending disclosures. See advertising payment plans and patient financing.

How we help

We build plastic surgery websites around surgeon credentials, the consultation and clear risk and recovery information, with review requests that follow the FTC rule and no outcome images unless you have signed authorizations. We do not give legal or medical advice. See our med spa marketing and Google Ads for practices services, or the full list in our healthcare marketing rules guide.

Frequently asked questions

Can we show our best surgical results?

Under 16 CFR 255.2(b), a result shown in an ad is likely read as typical. Without substantiation, the ad should clearly disclose the generally expected results. Patient images also need written authorization under 45 CFR 164.508.

Can we run Facebook ads for cosmetic surgery?

Meta’s policy says cosmetic procedure ads must target people 18 or older and must not attack a person’s appearance or promise outcomes in a set timeframe without qualifiers.

Can we say breast implants last a lifetime?

No. The FDA says breast implants are not considered lifetime devices and lists additional surgeries among their complications.

Can we reward patients for reviews?

16 CFR 465.4 prohibits incentives for reviews that express a particular sentiment. Ask every patient the same way and have counsel review any incentive.

How should we state board certification?

Name the specific certifying board and use only titles your state medical board allows. Credentials are factual claims and must be accurate.

Sources

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Plastic surgeon marketing: results, reviews, credentials and ad rules