This page explains general principles around medical advertising rules. Regulations change — check current Ministry of Health guidance, or take legal advice, before relying on any specific detail here.
Consent is a document, not a conversation
A verbal "sure, doctor" in the chair is not consent for publication. The form should name the specific procedure, state exactly where the images may be used — clinic account, personal account, website, paid ads, print — say whether the face is included, confirm no payment or discount was given in exchange, and set out how the patient withdraws consent later.
Store it with the clinical record and keep it for as long as the image is in circulation. If a patient withdraws, take the images down everywhere, including from ad libraries and any post that was boosted.
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The shooting standard that makes results believable
Same camera, same distance, same lens, same lighting, same background, same expression, no makeup change, no filter, no retouching whatsoever. Mark the floor and the wall so every follow-up shot repeats the first exactly. Audiences in Kuwait have seen enough manipulated aesthetic content to be sceptical, so a rigorous, unglamorous standard is itself a differentiator.
Caption honestly: the procedure performed, the time elapsed, and a line stating that results vary between patients. Never present a single case as what the next patient should expect.
When you should use something else instead
Before-and-afters are restricted on several ad platforms even where the regulator permits them, which means your best-performing organic post can be un-boostable. Build alternatives that carry the same persuasive weight: the consultation explained on camera, candidacy criteria, the recovery timeline day by day, a walkthrough of how you assess a case, and what you decline to do.
For many specialties those outperform result images anyway, because the patient's real question is not "can it look good" but "am I a suitable candidate and will I be looked after".