Diagnose your health advertising compliance

Health advertising in the United Kingdom has never faced greater scrutiny. Clinics, pharmacies and pharmaceutical companies are now monitored not only by the Advertising Standards Authority (ASA) and the Medicines and Healthcare products Regulatory Agency (MHRA), but also by the General Pharmaceutical Council (GPhC), the Association of the British Pharmaceutical Industry (ABPI), the Information Commissioner’s Office (ICO) and the major ad platforms themselves.

The ASA is using artificial intelligence to identify misleading or exaggerated health claims. The MHRA is removing unlawful online promotions of prescription-only medicines. The GPhC and ABPI are tightening professional and ethical advertising standards. The ICO is issuing new fines for sites that collect or share health-related data without proper consent.

At the same time, Meta, Google and TikTok are banning advertisers that breach these regulations, suspending accounts and deleting campaigns that fail to meet their health policy requirements.

Even one non-compliant claim, missing disclaimer or unverified testimonial can now lead to an advert being pulled down or a business facing a financial penalty.

Most organisations do not set out to mislead. They simply underestimate how complex and interconnected health advertising law has become. That is why WLW FUTURE created the Health Advertising Compliance Scorecard – a three-minute diagnostic designed for clinics, pharmacies and pharmaceutical brands to assess how well their advertising, data and communications meet the United Kingdom’s regulatory standards.

It highlights exactly where your risks sit across governance, consent and trust, and what you can do to stay visible, credible and compliant while others are being penalised.

Start your free compliance check.

Why compliance matters more than ever

Whether you manage a private clinic, an online pharmacy or a pharmaceutical brand, trust and accuracy are everything. Yet trust can vanish overnight if advertising crosses a legal line. The ASA and Committee of Advertising Practice (CAP) Codes prohibit exaggerated or unsubstantiated claims, while the MHRA’s Blue Guide states that prescription only medicines must never be promoted directly to the public.

In 2024, the ASA and MHRA issued joint enforcement notices to hundreds of UK pharmacies for promoting weight loss injections incorrectly. The General Pharmaceutical Council (GPhC) supported the action, warning that even indirect references to prescription treatments could be deemed unlawful. Some campaigns were removed from social platforms within hours.

These cases are reminders that compliance is not a bureaucratic burden. It is a commercial advantage. Brands that operate transparently gain higher patient confidence, stronger engagement and reduced reputational risk.

The challenge is simple: do your systems actually keep you compliant – or are you assuming they do?

The WLW FUTURE diagnostic approach

Our diagnostic is not another tick-box exercise. It is a structured assessment built around three pillars that regulators and platforms focus on most. It evaluates both knowledge and operational practice to show how prepared your organisation really is.

1. Knowledge check: Real-world compliance

Every compliant brand starts with awareness. This section tests how well your team understands advertising law and can identify compliant versus non-compliant examples in practice.

Do you know when influencer content must include “#ad”? Do you know what qualifies as an unlicensed claim or what language breaches CAP Code Section 12?

Strong awareness is the foundation for every compliant campaign. Without it, governance systems and disclaimers will always lag behind.

2. Digital transparency and consent

Your website, booking flow and marketing tools sit at the intersection of advertising and data protection. Under UK GDPR and the Information Commissioner’s Office (ICO) guidance, health data is a “special category” of personal information. Collecting or processing it requires both a lawful basis under Article 6 and explicit consent under Article 9.

Consent must be freely given, specific and informed – never hidden in fine print.

Transparency also extends to pricing, credentials and disclaimers. People should never have to dig for key information. When clinics, pharmacies or pharma sites fail to show costs, ownership or data use clearly, they risk breaching ICO principles and eroding trust.

Regular audits of consent forms, cookie policies and tracking tools are now essential, not optional.

3. Brand trust and communication

Even if the legal boxes are ticked, tone and presentation still matter.

Patients, customers and regulators all respond to clarity, honesty and evidence. Brands that display professional credentials (GPhC, CQC, MHRA, GMC, ABPI or ASA registration) and publish verified reviews send a clear message of credibility.

By contrast, those that edit testimonials, exaggerate outcomes or use fear-based marketing risk breaching CAP 3.1 on truthfulness and CAP 12.1 on substantiation.

Transparent communication does not weaken marketing – it strengthens it by making every claim believable and defensible.

What your score means

Your results appear in red, amber and green bands across each area.

Red (0–44%) – High exposure. Gaps in knowledge, governance or transparency mean your brand may already be breaching ASA, MHRA or ICO standards. Immediate review is essential.

Amber (45–84%) – Partial compliance. Your foundations are sound but inconsistent. Some policies or content are outdated. Improving these will lower risk and boost trust.

Green (85–100%) – Fully compliant and future ready. Your systems, awareness and communications are strong and defensible, positioning your organisation as a trusted operator.

Each respondent receives tailored recommendations and next steps to turn insights into practical action.

From diagnosis to action

Identifying risk is only the first step. After you complete the scorecard, WLW FUTURE offers a short follow-up review to walk through your results, highlight the patterns behind them and give you one actionable idea to apply immediately.

For teams that want to go deeper, we offer targeted programmes:

an Advertising Governance Workshop to formalise your approval process
a Transparency and Consent Sprint to update GDPR and ICO compliance
a Trust and Tone Workshop to align your messaging with ASA and MHRA standards

No jargon. No lengthy consulting. Just clarity, structure and compliance you can prove.

The compliance advantage

Regulators and platforms are moving faster than ever. The ASA’s AI monitoring system now scans thousands of health-related ads every week. The MHRA works directly with Meta, Google and TikTok to remove non-compliant campaigns in real time. The ABPI is enforcing higher standards for pharmaceutical promotions.

The ICO has also stepped up enforcement around tracking and consent, with new fines for sites using health-related data without explicit permission.

In this environment, compliance is not just protection – it is performance.

Brands that build compliant systems and transparent communication outperform those that rely on chance. They rank higher, attract more trust and stay visible when others are pulled down.

In a market where audiences are cautious and competitors often over-promise, being accurate and transparent is not a limitation. It is your most powerful differentiator.

Ready to see how you measure up?

Take the WLW FUTURE Health Advertising Compliance Scorecard today. In just three minutes you will discover your strengths, your risks and the steps to protect your brand before regulators or platforms act.