Advertising for Aesthetics: Possibilities and Limitations

In recent years, aesthetic medicine has developed into a booming market. More and more people are looking for ways to improve their appearance and boost their self-confidence.

For doctors and alternative practitioners, this presents a lucrative opportunity to offer aesthetic services. However, advertising for such services is subject to certain legal restrictions and requirements that must be strictly adhered to in Germany. In this article, we provide an overview of the possibilities and limitations of advertising for alternative practitioners and physicians in aesthetic medicine—including sweepstakes, discount promotions, gift certificates, and social media.

What does the Law on the Advertising of Medicines stipulate for alternative practitioners and physicians?

The German Law on the Advertising of Medicines (HWG) sets limits on the advertising of drugs, medical devices, and certain treatments. This also includes plastic surgery procedures performed to alter the body without medical necessity. The key factor is what is specifically being advertised; not every cosmetic procedure automatically falls under the same regulations. Source: Section 1 HWG.

Physicians and alternative practitioners must ensure that their advertising is truthful and understandable. Misleading advertising is prohibited —for example, when effects are attributed to a treatment that it does not have, or when a guaranteed success of the treatment is implied. In addition, the Unfair Competition Act (UWG) applies. Sources: Section 3 HWG; Section 5 UWG.

Is there a ban on advertising for doctors?

There is no blanket ban on advertising for physicians. Factual, profession-related information is permitted. However, physicians are also subject to the guidelines of their respective state medical association: Advertising that violates professional standards—in particular, promotional, misleading, or comparative advertising—is prohibited. The Model Code of Professional Conduct of the German Medical Association serves as a template; the respective state code of professional conduct is binding. Source: German Medical Association: Physicians – Advertising – Public Relations.

This code of medical ethics does not apply to alternative practitioners. However, the restrictions of the HWG and the UWG applicable to the respective advertising remain in effect. Therefore, an advertisement is not permissible simply because the treatment is offered by an alternative practitioner. Sources: § 1 HWG; § 5 UWG.

What are the rules for advertising Botox and hyaluronic acid?

When it comes to Botox advertising, the requirement for a prescription is relevant: botulinum toxin products are prescription drugs. Under Section 10 of the German Advertising of Medicines Act (HWG), advertising such drugs to the general public is prohibited. A legal distinction must be made between factual information about a medical treatment and advertising for the drug; the specific form of the communication is decisive. Sources: Section 10 of the German Advertising Act (HWG); AMVV, Annex 1.

When it comes to hyaluronic acid advertising, the specific treatment being promoted and how it is presented are also key factors. The rules regarding before-and-after photos are particularly important: The Federal Court of Justice (BGH) has upheld the ban on comparative advertising images for shape-altering injections into the nose or chin. For more on this, see the section on before-and-after images. Source: Hesse State Medical Association, 3/2026.

Are alternative practitioners and doctors allowed to advertise using sweepstakes?

According to Section 11(1), first sentence, No. 13 of the German Advertising Act (HWG), contests, sweepstakes, and other chance-based procedures are prohibited in advertising directed at the general public if they encourage the inappropriate or excessive use of medicinal products. This provision does not, therefore, automatically prohibit every contest. In addition, the other advertising regulations must be observed. Sources: Section 11 HWG; Section 7 HWG.

We therefore generally advise against using sweepstakes for promotional purposes, particularly when they are directly related to cosmetic drugs.

Are discount promotions for cosmetic treatments allowed?

Discount promotions can help attract new customers and strengthen loyalty among existing customers. Discounts should be communicated transparently and offered without misleading advertising that promises excessive or unrealistic savings. Source: Section 5 of the German Unfair Competition Act (UWG).

Doctors generally bill according to the Schedule of Fees for Physicians (GOÄ). Under certain conditions, this schedule allows for individually agreed-upon fees that differ from the standard rates. However, this does not imply blanket permission for publicly advertised discount promotions: The GOÄ, medical professional law, and, where applicable, the relevant provisions of the HWG must all be taken into account together. For more information, see our guide on billing for cosmetic procedures under the GOÄ. Sources: § 1 GOÄ; § 2 GOÄ; German Medical Association: Physicians – Advertising – Public.

Even in advertisements by alternative practitioners, price advantages must actually exist, and the conditions for them must be clearly stated. To the extent that the HWG applies, the rules regarding incentives and promotional gifts under § 7 HWG may also be relevant. Sources: Section 5 of the UWG; Section 7 of the HWG.

Are doctors and alternative practitioners allowed to advertise using coupons?

Gift certificates can be an attractive way to attract new customers and reward existing ones. However, it is important to distinguish between gift certificates for medications, gift certificates for treatments, and gift certificates used as promotional giveaways.

Section 11(1), first sentence, No. 14 of the HWG concerns the distribution of pharmaceuticals, their samples or specimens, and vouchers for them. No general prohibition on all treatment vouchers can be inferred from this. Whether a specific voucher is permissible depends, among other things, on its content, its advertising, § 7 HWG, and, in the case of physicians, additionally on professional and fee regulations. Sources: § 11 HWG; § 7 HWG; § 7 GOÄ.

What types of advertising to children and adolescents are prohibited?

Advertising for elective plastic surgery procedures that are not medically necessary is prohibited if it is directed exclusively or primarily at children and adolescents. In addition, Section 11(1), Sentence 1, No. 12 of the HWG prohibits, within its scope of application, advertising that is directed exclusively or predominantly at children under the age of 14. The different scopes of application must be taken into account when selecting the target audience. Source: § 11 HWG.

Are before-and-after photos allowed for hyaluronic acid treatments?

Advertising that uses “before-and-after” images to promote hyaluronic acid injections that alter the shape of the nose or chin is prohibited. The Federal Court of Justice ruled on this on July 31, 2025 (I ZR 170/24). Even such a procedure performed with a cannula may fall under the advertising ban on surgical plastic surgery procedures that are not medically necessary. A scalpel incision is not required for this. Sources: Federal Court of Justice (BGH), judgment of July 31, 2025 – I ZR 170/24; Hesse State Medical Association, 3/2026.

The ban applies to comparative claims regarding efficacy in advertising directed at the general public. The previous classification of these hyaluronic acid injections as a case not yet resolved by the highest court is therefore obsolete. The ruling does not prohibit all advertising for injections. Sources: § 11 HWG; Hesse State Medical Association, 3/2026.

Advertising on Instagram, with Google Ads, flyers, and posters

Other forms of advertising are generally available to doctors and alternative practitioners in the field of aesthetics. These include their own websites, Instagram, and other social media platforms, as well as traditional print media such as flyers and posters. Google Ads and Meta Ads are also viable advertising channels; the specific ad must comply with both legal requirements and the platform’s respective advertising guidelines.

The key requirement remains that advertising must not be misleading or otherwise prohibited. The advertising medium does not create an exception: The rules governing pharmaceutical advertising, “before-and-after” images, and medical professional ethics also apply online. Information about qualifications, services offered, and the course of treatment can form the basis for an objective presentation of the practice. Sources: Section 10 HWG; Section 11 HWG; German Medical Association: Physician – Advertising – Public.

Conclusion: Target your advertising toward cosmetic services

Advertising for aesthetic services as a doctor or alternative practitioner in Germany offers various possibilities and limitations. It is important that these marketing tools are used in accordance with legal requirements. Doctors and alternative practitioners should ensure that their advertising is truthful, factual, transparent and not misleading.

By adhering to these legal requirements, doctors and alternative practitioners can effectively promote their aesthetic services and attract clients while maintaining the integrity and reputation of their practice.

You can also find more in-depth information on permissible advertising for aesthetic procedures and other legal considerations in our online courses on aesthetic medicine. If you’d like to learn the basics of hyaluronic acid injections, start with our introductory course on hyaluronic acid.