Can I say it?
Can I say “before and after photos” in a med spa ad?
Usually no. 3 rules fired across 3 sample sentences, and the checker's own text explains why.
The short answer
Usually no. The checker blocks the bare phrase in this setting. The first rule it hits is CG-STA-002. Its reason: Before-and-after material and personal results imply typical results and must be real, consented and fairly representative.
Source the rule cites: FTC Endorsement Guides, 16 CFR Part 255; FTC Act section 5
Checked as an ad promoting a clinical service.
A clear result is not an all-clear. The checker flags wording for review and does not know your evidence, your state or your platform's review. Read the limitations.
Sample wording, run through the checker
These are sentences written to contain the phrase, not real claims. Each ran through the real engine and the shipped rule-set when this site was built.
See our before and after photos.
- BlockingCG-STA-002Outcome statistics. Matched: “before and after”
- Warning
CG-PLT-016Platform policy. Matched: “before and after”
Real before and after photos from our patients.
- BlockingCG-PRV-007Patient privacy. Matched: “photos from our patients”
- BlockingCG-STA-002Outcome statistics. Matched: “before and after”
- Warning
CG-PLT-016Platform policy. Matched: “before and after”
Before and after photos prove our laser works.
- BlockingCG-STA-002Outcome statistics. Matched: “Before and after”
- Warning
CG-PLT-016Platform policy. Matched: “Before and after”
What to say instead
This version came back with no rule fired:
Browse our treatment menu and book a consult to talk through what each treatment can and cannot do.
What the rules themselves suggest:
- CG-PRV-007 Confirm signed authorization for each image and story, and keep it with the record.
- CG-STA-002 Show what is typical, state the time frame and conditions, and keep written patient consent on file.
- CG-PLT-016 Remove the before-and-after pairing and show the clinic, the clinician or the process instead.
The rules behind this answer
Reason, source and citation for each rule that fired, in the checker's own words. Blocking rules come first.
CG-PRV-007 · Blocks approval · Citation checked against stored text
Patient images and "real patient" material need written authorization and fair representation of results.
Source: HIPAA Privacy Rule, 45 CFR 164.508(a)(3); FTC Endorsement Guides, 16 CFR Part 255
Safer wording: Confirm signed authorization for each image and story, and keep it with the record.
45 CFR 164.508(a)(3), 16 CFR Part 255 · Needs counsel review
CG-STA-002 · Blocks approval · Citation checked against stored text
Before-and-after material and personal results imply typical results and must be real, consented and fairly representative.
Source: FTC Endorsement Guides, 16 CFR Part 255; FTC Act section 5
Safer wording: Show what is typical, state the time frame and conditions, and keep written patient consent on file.
16 CFR Part 255 · Needs counsel review
CG-PLT-016 · Warns · Citation checked against stored text
Pinterest bars before-and-after weight-loss imagery and Snap bars before-and-after pictures in diet, fitness and dietary supplement ads. Meta lists a before-and-after weight loss image as non-compliant, and Reddit, Amazon, Nextdoor and Outbrain bar before-and-after photos in weight loss, supplement or cosmetic ads. Microsoft, Taboola and Yahoo allow them only if realistic and honest about the time taken. The same wording also draws FTC attention to typical results.
Source: Pinterest Advertising Guidelines (weight loss products and services); Snap Ads Category Requirements, Health (health and dietary supplements, diet and fitness); Meta Advertising Standards, Personal health and appearance; Reddit Ads Healthcare Products and Services policy; Amazon Ads Claims and substantiation policy; Nextdoor Ads Policy; Outbrain Advertising Guidelines; Microsoft Advertising Healthcare and Pharmaceutical policy; Taboola Policy FAQ health and beauty; Yahoo Ad Policy, Over the counter drugs
Safer wording: Remove the before-and-after pairing and show the clinic, the clinician or the process instead.
Meta Advertising Standards, Personal health and appearance, Taboola Policy FAQ health and beauty, Outbrain Advertising Guidelines, Nextdoor Ads Policy, Yahoo Ad Policy, Over the counter drugs, Microsoft Advertising Healthcare and Pharmaceutical policy, Reddit Ads Healthcare Products and Services policy, Amazon Ads Claims and substantiation policy, Snap Ads Category Requirements, Health, Pinterest Advertising Guidelines
Background: Typical results disclosure in the glossary.
Questions
Which rule covers transformation photos?
Rule CG-STA-002. It cites 16 CFR Part 255. The rule's reason: Before-and-after material and personal results imply typical results and must be real, consented and fairly representative.
What should I write instead?
The rule's own suggestion for rule CG-STA-002: Show what is typical, state the time frame and conditions, and keep written patient consent on file.
If the checker shows nothing, can I publish?
No. A clean result means none of the checker's rules matched. It does not weigh your evidence, your state or your platform's review, and it is not legal advice. Read the limitations page for what it misses.
Next step
Check your own wording
Paste your copy into the free checker. Every flag names its rule and its source.