Clinical Advertising & Ethical Marketing Policy

1. Introduction

Marylebone Diagnostic Centre (MDC) is committed to advertising and marketing its services in a responsible, accurate, and clinically ethical manner.

All marketing must reflect the standards expected of a regulated healthcare provider and must not mislead, exaggerate, or create false expectations of outcomes.

This policy applies to:

• Website content
• Social media posts
• Paid advertising (Google Ads, Meta Ads, etc.)
• Printed materials, leaflets and posters
• Press releases and public statements
• Influencer or affiliate content
• Blog and educational content
• Email and SMS marketing

2. Purpose

This policy ensures that MDC’s marketing:

• Is honest, evidence-based and not misleading
• Protects patients from harm
• Complies with UK law and regulatory standards
• Reflects the clinical values of MDC
• Maintains trust and transparency
• Supports safe and ethical engagement with the public

3. Regulatory Compliance

MDC adheres to the following regulations in all advertising:

• ASA & CAP Code rules, including:
  • No misleading claims
  • No unsubstantiated medical claims
  • No promises of cure or guaranteed results
  • No fear-based marketing
• GMC Good Medical Practice:
  • Marketing must be factual, not promotional in a way that compromises care
  • No personal testimonials implying guaranteed outcomes
• Consumer Protection from Unfair Trading Regulations 2008
• Google & Meta healthcare advertising policies:
  • No prohibited claims
  • No sensitive attribute targeting without consent
  • No before/after images suggesting guaranteed outcomes
• ICO and GDPR for email/SMS marketing
  • Explicit opt-in required
  • Easy unsubscribe processes

4. Core Principles of Ethical Advertising at MDC

All MDC marketing must be:

4.1 Accurate & Evidence-Based

• Claims must be supported by recognised clinical evidence.
• Statistics or results must reflect real data or published research.
• No exaggeration of benefits.

4.2 non-misleading

Marketing must not:

• Promise specific outcomes or cures
• Suggest that one test can diagnose everything
• Use fear to encourage bookings
• Give false reassurance

4.3 Clear & Understandable

• Avoid medical jargon unless explained
• Use simple, responsible messaging
• Clarify the purpose and limits of tests

4.4 Respectful & Dignified

• No content that shames appearance, weight, fertility or health conditions
• No judgemental language
• No coercive or urgent pressure messaging

4.5 Responsible Use of Testimonials

• Testimonials must reflect genuine experiences
• Must not imply typical outcomes
• Must include disclaimers where required

5. Specific Rules for Medical Service Advertising

5.1 Diagnostic Testing

Advertising must clarify:

• The test’s purpose
• Its limitations
• That results require clinical interpretation
• That it is not a substitute for emergency care

5.2 Fertility & Sexual Health

Content must avoid:

• Guaranteeing improvement in fertility
• Suggesting guilt or fear
• Implying negative social or emotional judgment

5.3 IV Therapy & Wellness Services

MDC must not:

• Claim IV drips cure medical diseases
• Use misleading health transformation language
• Promise specific energy boosts, beauty enhancements or anti-ageing results without clinical evidence

IV therapy must be advertised with:

• Safety statements
• Risks where appropriate
• Clear disclaimers

5.4 Semen Analysis Content

Marketing must be sensitive and respectful.

No humour, stigma, or inappropriate tone.

6. Influencer, Partner & Affiliate Marketing

Any third-party promoting MDC services must:

• Follow this policy
• Use only approved messaging
• Avoid making unauthorised medical claims
• Clearly disclose sponsored or affiliate status

MDC reserves the right to remove or terminate partnerships if content breaches ethical guidelines.

7. Use of Images & Graphics

MDC must avoid:

• Misleading before/after photos
• Graphic medical images without warning
• Stock imagery that misrepresents procedures
• Images implying guaranteed results

All visuals must be:

• Clinical, tasteful and professional
• Consistent with the MDC brand
• Non-sensationalised

8. Marketing to Vulnerable Groups

Extra caution is required when marketing services related to:

• Fertility
• Weight management
• Mental health
• Chronic illness

Marketing must not exploit emotional vulnerability or desperation.

9. Data Protection in Marketing

MDC strictly follows GDPR and PECR for marketing communications:

• Marketing emails and SMS require explicit opt-in
• Patients must be told exactly what they are subscribing to
• Opt-out must be easy and immediate
• Marketing lists must never be shared with third parties

10. Internal Approval Process

All MDC marketing must be reviewed and approved by:

• The Clinical Lead (for accuracy)
• The Marketing Lead (for compliance)
• The Data Protection Lead (for GDPR compliance where needed)

No clinical claims may be published without internal review.

11. Breaches & Corrective Action

If advertising breaches this policy:

• The material will be removed immediately
• A corrective statement may be issued
• Staff or partners may face disciplinary action
• The incident will be reviewed by the Clinical Governance Committee

12. Policy Review

This policy is reviewed annually or sooner if:

• Regulations change
• MDC adds new clinical services
• ASA or CAP publish updated guidance

Approved by:
Clinical Governance Committee – Marylebone Diagnostic Centre