Restricted advertising words for aesthetic clinics on LINE that admins should know
Replying to aesthetic-clinic enquiries on LINE, Instagram and Facebook falls under the same medical-advertising rules as the sign above your door. Phrases such as "cures completely", "results guaranteed", "the best" and "100%" count as risky language that can stray into exaggerated or overstated advertising. This guide gathers the most common restricted terms, pairs each with a safer way to say the same thing, and explains how Re:Booking's filter catches these words at the draft stage, before a message ever reaches an admin. Note: this is background information to build understanding, not legal advice.
Why a chat message counts as advertising too
Many people assume advertising means only signage, posts or brochures. In practice, the message an admin types back to a customer in a LINE, Instagram or Facebook chat to nudge them toward booking can also be treated as advertising for a healthcare facility.
The main frameworks at play are the Healthcare Facilities Act (which governs advertising by healthcare facilities and requires prior authorisation where the law specifies) and the Medical Council's regulations and guidelines on advertising. The Bureau of Sanatorium and Art of Healing, under the Department of Health Service Support (HSS), is the body that oversees this area.
In short: if you are writing to invite someone to use a service, treat it as if you were writing an advertisement.
Common restricted and risky words
Below are groups of words that often raise questions about exaggerated advertising, each with a safer alternative (illustrative examples, not a fixed legal list):
| Risky phrase | Why it is risky | A safer way to say it |
|---|---|---|
| Cures completely / 100% cured | Guarantees an outcome that may be overstated | Explain the approach and let the doctor assess each person individually |
| Results guaranteed / outcome guaranteed | Promises a result that cannot truly be controlled | "Results depend on the individual" |
| The best / number one / the only one | A superlative comparison that is hard to prove | Avoid it, or cite a genuinely verifiable source |
| 100% safe / no side effects | Conceals risks that may exist | Give the facts as they are and let the doctor explain |
| Cheapest / instant results | Pushes a decision with overstated claims | State the real price and time frame |
| Before-and-after with overstated claims | Images or text that mislead about the result | Use consented, accurate material only |
A simple rule of thumb: avoid wording that "guarantees an outcome", "claims a superlative" or "conceals risk".
When Re:Booking's filter catches these words
In Re:Booking, the medical-claim filter runs from the "draft" stage onwards, before the message even reaches an admin:
- The AI drafts a reply from the clinic's context.
- The filter scans for risky words such as "cured", "guaranteed", "100%" and "the best", and flags them.
- The admin sees the flagged spots and can edit or choose more appropriate wording before sending.
We deliberately use the phrase "helps catch" rather than "guarantees the message is legal". The law carries a great deal of detail and context; the filter is a safety net that helps flag concerns, but the people and the clinic remain responsible for the final decision.
A short checklist before you send a clinic message
- No guaranteed-outcome words such as "cured", "guaranteed", "100%"
- No superlative comparisons such as "the best", "number one" (unless you have a genuine source to cite)
- No concealing of risk, such as "no side effects at all"
- Prices and promotions match the clinic's policy
- Any patient information referenced is consented and accurate
- For anything about treatment results, let the doctor assess each person individually
You can put this checklist to work with your admin team straight away, whether or not you use Re:Booking.