FTC Advertising Guidelines (for medical claims)

Federal Trade Commission rules governing how businesses can advertise medical services, requiring claims to be truthful, substantiated, and not misleading. This is especially relevant for before-and-after photos, testimonials, and results-based claims. Example: A practice avoids using language like “guaranteed results” in its Botox ad copy, since the FTC requires that claims about outcomes be backed by evidence and avoid overpromising to consumers.