Before-and-after photos: the Singapore ban
Before-and-after shots are the best-converting thing most clinics have. In Singapore, you can't use them in your marketing—and the ban is wider than most people realise[cite: 3]. It even catches a single "after" photo on its own[cite: 3].
Can Singapore clinics post before-and-after photos?
No. The rule stops you showing a patient's look before and after—or even just after a treatment anywhere in your marketing (Reg. 5(1)(d))[cite: 3]. It doesn't matter that the photo is real and untouched[cite: 3]. It doesn't matter if you split the "before" and the "after" into separate posts[cite: 3]. The only place you can show these images is one-to-one with a patient, during their own consultation[cite: 3].
There's one line in the rules that does most of the damage here, and it's worth reading slowly. An advertisement can't show any photo, picture, video or film of a person's appearance before and after, or only after, a treatment (Reg. 5(1)(d))[cite: 3]. Three things about that sentence trip clinics up every day[cite: 3].
1. A single "after" photo is banned too
Most people think the ban is about before-and-after pairs[cite: 3]. It's wider than that[cite: 3]. A single result photo—a glowing "after" with no "before" anywhere near it—is banned as well[cite: 3]. That's what the words "or only after" do[cite: 3].
2. "But it's a real, honest photo" doesn't help
This is the first thing everyone reaches for, and the rule shuts it down (Reg. 5(1)(d)(i))[cite: 3]. It makes no difference that the photo is untouched, that the lighting matches, that the result is typical, or that you've added a "results may vary" line[cite: 3]. An honest before-and-after is banned exactly like a misleading one[cite: 3]. The image being true isn't a defence[cite: 3].
3. Splitting them across two posts doesn't work
The obvious workaround—post the "before" on Monday, the "after" on Friday—is written into the rule and blocked (Reg. 5(1)(d)(ii))[cite: 3]. It applies whether the images sit in one ad or are spread across several[cite: 3].
- "Before" one day, "after" the next[cite: 3]. Same treatment, two posts[cite: 3]. Banned.
- "Before" in the ad, "after" on the landing page[cite: 3]. Same treatment, two places[cite: 3]. Banned.
- Linking out to a results gallery[cite: 3]. Banned—drags in Regulation 16[cite: 3].
- A Reel where the change happens mid-clip[cite: 3]. The rule covers video[cite: 3]. Banned.
The one time you can show them: in consultation
There's a single exception, and it's narrow (Reg. 5(2))[cite: 3]. You—or your doctor or staff—can show a patient these images during that patient's own consultation[cite: 3]. That's it[cite: 3]. It doesn't stretch to the waiting room, the front desk, a pre-appointment email, or a WhatsApp from reception[cite: 3].
| Situation | Allowed? | Notes |
|---|---|---|
| Doctor shows gallery on tablet during consultation | Allowed | This is exactly what the exception is for[cite: 3]. |
| Portfolio shown to walk-in at reception | Banned | There's no consultation happening[cite: 3]. |
| Results reel looping on waiting-room screen | Banned | Premises relaxation doesn't unlock banned content[cite: 3]. |
| Gallery behind a password sent to enquirers | Banned | Adding a login changes nothing[cite: 3]. |
| Photos emailed before visit | Banned | Not during a consultation[cite: 3]. |
| Front desk sends photos on WhatsApp | Banned | Violation seen in almost every audit[cite: 3]. |
What you can show instead
The ban is only on showing how a person looks after treatment[cite: 3]. Everything else is open—and when nobody in the market can show results, the clinic that explains things best wins[cite: 3].
- How the treatment works: Explain the mechanism with diagrams and anatomy[cite: 3].
- Who it's for (and isn't): Defining who shouldn't book is persuasive and fully allowed[cite: 3].
- Downtime and recovery: Factual, highly-searched information[cite: 3].
- Doctor's real qualifications: Listing registered qualifications is fine (Reg. 13(5))[cite: 3].
- Clear pricing: Provided there are no discounts, gifts, bundles, or countdowns attached[cite: 3].
- Talks and workshops: Expressly permitted under Regulation 12[cite: 3].
- Clinic and equipment: Rooms, devices, and team—none of it shows a treated patient[cite: 3].