It must be honest and checkable, as Good medical practice requires. If a service in England has a CQC rating, every website must show the latest rating, its date and a link to CQC. Claims need evidence, reviews must be genuine, and prescription-only medicines such as Botox cannot be advertised to the public.
General information, not legal or regulatory advice
This guide summarises official rules and guidance as we read them on 25 September 2026. It is not legal, regulatory or clinical advice. Rules change and your circumstances matter, so confirm anything important with the GMC, CQC, your medical defence organisation or a solicitor before you rely on it.
What does the GMC expect from a private doctor's website?
Everything you publish as a doctor must be accurate and not misleading, and your advertising must not exploit people's vulnerability or lack of medical knowledge. Those duties come from Good medical practice, the GMC's core professional standards, which came into effect on 30 January 2024.
The relevant paragraphs sit in Domain 4, Trust and professionalism. Applied to a website, they mean:
- Be honest about your experience, qualifications and current role (paragraph 82). A bio that implies a post you no longer hold is a problem.
- Take reasonable steps to check information is accurate, do not leave out relevant information, do not play down risks of harm, and do not present opinion as established fact (paragraph 89).
- When you advertise or promote services, declare any conflicts of interest, do not exploit vulnerability or lack of medical knowledge, and keep what you say consistent with your duty to protect patients and the public (paragraph 90).
- Be open about conflicts of interest (paragraph 95). If you have a financial interest in a clinic, device or product you recommend, the website should not hide it.
If you offer cosmetic interventions, the GMC's separate guidance goes further. Doctors must follow the Committee of Advertising Practice codes when advertising, publish information that is factual and can be checked, never claim an intervention is risk free, make clear in marketing when a medical assessment is needed first, not imply that results are guaranteed, avoid promotional tactics that could push someone into an ill-considered decision, and never offer services as a prize (paragraphs 47 to 53). You must also not knowingly allow others to misrepresent you or offer your services in ways that conflict with the guidance (paragraph 54), which matters when a clinic or booking platform lists you.
Should my website show my GMC number and specialist status?
The GMC requires you to give your registered name and GMC reference number to anyone who asks for it in your professional role (Good medical practice, paragraph 83). It does not say the number must appear on your website. The register is public, though, so putting the number on your profile lets patients check you in seconds.
The GMC's registers show whether a doctor holds a licence to practise, whether they are registered as a GP or specialist, when they registered, and any fitness to practise history since 20 October 2005. The GMC also notes that not all doctors working as specialist consultants have to be on the Specialist Register. So describe your registration exactly as it is, rather than paraphrasing it into something grander.
Words such as “consultant”, “specialist” and “qualified” need care in advertising. The ASA's guidance on marketing cosmetic procedures, for example, only accepts “consultant” for surgeons with suitable training and experience in that type of surgery who have held an NHS Consultant post (not a locum post) or an overseas equivalent in the relevant specialty. It links claims of being “qualified” to criteria that include Specialist Register status in a relevant surgical specialty. That guidance is written for cosmetic procedures, but it shows how the ASA reads these words.
Do I have to display my CQC rating on my website?
Yes, if your service is registered with CQC and has been rated. Regulation 20A of the Health and Social Care Act 2008 (Regulated Activities) Regulations 2014 requires the most recent rating on every website maintained by or on behalf of the provider. If you have not been rated yet, there is nothing to display.
The regulation says the website must show:
- CQC's website address;
- where on CQC's website the latest assessment of your overall performance, and of particular premises or activities, can be found;
- the most recent rating for your overall performance and for particular premises or activities, making clear which rating relates to what; and
- the date each rating was given.
The display must be legible and conspicuous, in a place accessible to service users. CQC's guidance adds practical detail:
- Show ratings on your website no later than 21 calendar days after CQC publishes them, even if you have asked for a review of the rating. You may add a note that a review has been requested.
- For independent doctors and clinics, show the current rating on every website you operate that describes your services, on a permanent page that the public visits often and that is easy to reach from the main navigation. CQC suggests the homepage or appropriate landing pages.
- CQC strongly recommends its widget, placed above the fold, because it updates itself when your rating changes. If you build your own display instead, it must include the name of the rated service, all provider and location ratings, the date the report was published, CQC's web address and a link to your CQC profile page.
- You do not have to display a rating inherited from a previous provider, but if you choose to, you must make clear it was awarded to the previous provider.
CQC says it can prosecute for a breach of Regulation 20A and can move straight to prosecution without first serving a warning notice. Registered services that do not have a rating can use CQC's optional “Regulated by” graphics instead. Remember that CQC regulates in England only.
What do the ASA and the CAP Code say about health claims?
Treat every claim on your website as advertising. The CAP Code covers marketing on an organisation's own website that is directly connected with supplying its services, and section 12 sets the rules for medicines, medical devices, health-related products and beauty products.
The rules private practices meet most often are:
- Objective claims must be backed by evidence, including trials on people where relevant (rule 12.1).
- Do not discourage essential treatment for conditions that need medical supervision (rule 12.2).
- Practitioners must have relevant and recognised qualifications, and marketers should encourage people to take independent medical advice before committing to significant treatments, especially invasive ones (rule 12.3).
- Do not falsely claim that a product can prevent or treat disease, or change a person's appearance (rule 12.6).
- Do not suggest a treatment is guaranteed to work, absolutely safe or free of side effects unless you hold proof (rule 12.9).
In practice, a treatment page should explain what the procedure is, who it may suit, the risks and the alternatives, and should tie any outcome figure to evidence you could show the ASA. If you cannot evidence a claim, cut it. Our private practice website cost guide explains how this affects scope and budget.
Can I use patient reviews, testimonials and before-and-after photos?
Yes, if they are genuine and presented fairly. The CAP Code's rules on endorsements and testimonials (rules 3.44 to 3.50) apply to your own website just as they do to paid ads.
- No fake reviews (rule 3.44), and make it clear when reviews were incentivised (rule 3.45).
- Do not publish reviews in a misleading way, for example by removing negative reviews while showing positive ones, or giving positive reviews more prominence (rule 3.46).
- Hold documentary evidence that each testimonial is genuine, plus contact details for the person who gave it (rule 3.47).
- Testimonials must relate to the service you are advertising, and factual claims inside them must not mislead (rules 3.48 and 3.49).
- Do not use a testimonial without permission (rule 3.50).
For before-and-after photos of cosmetic procedures, the ASA's guidance says you must hold documentary evidence that the photos are genuine, including signed and dated proof from the person shown, and evidence for the level of result the photos imply. For Botox and other prescription-only medicines, the ASA's advice is to avoid before-and-after images altogether.
Can a clinic website mention Botox or other prescription-only medicines?
Not as advertising to the public. CAP Code rule 12.12 says prescription-only medicines may not be advertised to the public, and regulation 284 of the Human Medicines Regulations 2012 bars publishing an advertisement likely to lead to the use of a prescription-only medicine.
The ASA's advice on botulinum toxin products explains how this plays out online:
- Almost any reference to Botox in traditional advertising is treated as promoting a prescription-only medicine, and references on social media, including hashtags, are likely to be seen as ads.
- Indirect references can still breach the rules. In 2024 the ASA upheld a complaint where “cosmetic injections” were listed separately from fillers and the promotion applied only to anti-wrinkle treatment.
- Clinic websites can promote a consultation, for example a consultation for the treatment of lines and wrinkles, and can give information about a prescription-only medicine only as a possible option following that consultation.
- No reference to a prescription-only medicine should appear in sponsored ads, on the homepage, in logos, testimonials or hover text, and small print on the homepage should not mention one or link straight to a page that does.
- Do not use health professionals or celebrities to endorse medicines (rule 12.18).
Separately, CAP Code rule 12.25 says marketing for cosmetic interventions must not be directed at under-18s through the choice of media or context. Our page on aesthetic and cosmetic clinic websites explains how we structure treatment pages around consultations.
What business details should the footer or contact page show?
Show who runs the service, where it is, how to reach you and who regulates you. The Electronic Commerce (EC Directive) Regulations 2002 require anyone providing an “information society service” to make these details easily, directly and permanently accessible (regulation 6):
- your name and the geographic address where you are established;
- contact details, including an email address;
- any public register you are on, such as the register of companies, and your number in it;
- the supervisory authority, where the service is subject to an authorisation scheme;
- for a regulated profession, your professional body, your professional title and where it was granted, and a reference to the professional rules that apply with how to access them; and
- your VAT number, if the activity is subject to VAT.
If you trade through a limited company, the 2015 Trading Disclosures Regulations also require your registered name, company number, registered office address and the part of the UK where the company is registered on your websites (regulations 24 and 25). Whether a particular site counts as an information society service is a legal question, but these details cost nothing to publish.
What about privacy notices, cookies and accessibility?
Tell people how you use their data when you collect it, get consent for cookies that are not essential, and make the site usable for disabled patients.
- Privacy. Under the UK GDPR right to be informed, give privacy information when you collect personal data, including your purposes and lawful basis, who you share data with, how long you keep it and people's rights. The ICO says it must be concise, transparent, intelligible, easily accessible and in plain language. Link it from every enquiry and booking form.
- Cookies. PECR requires clear information and consent for cookies and similar technologies unless they are strictly necessary. The Data (Use and Access) Act 2025 added exceptions, including statistics to improve your site, if you give clear information and a simple, free way to object. The ICO says advertising purposes still need consent.
- Accessibility. GOV.UK says all UK service providers must make reasonable adjustments under the Equality Act 2010 (the Disability Discrimination Act 1995 in Northern Ireland). The public sector accessibility regulations apply to public sector bodies; if you are not one, WCAG 2.2 level AA is still a sensible target.
Is there anything extra for consultants with private patients?
Yes, although it concerns what you tell each patient rather than what your website must show. The Competition and Markets Authority's Private Healthcare Market Investigation Order 2014, varied in 2017, requires consultants to give patients an estimated consultation cost, any financial interests in the facilities and equipment used, the insurers that recognise them and a note to check their outpatient cover before an outpatient consultation (article 22.3). Fee ranges on your website do not replace that, but they should not contradict it.
What should dentists check instead?
Dentists answer to the General Dental Council, not the GMC. Standard 1.3.3 of Standards for the Dental Team requires advertising to be accurate, not misleading and in line with the GDC's guidance on advertising, which is specific about websites:
- Each dental professional named as providing care must have their qualification, the country it comes from and their GDC registration number displayed.
- A practice website must show the practice name and address, email and phone, the GDC's address or a link to its website, the complaints procedure and where patients can escalate (the relevant NHS body for NHS care, the Dental Complaints Service for private care), and the date the site was last updated.
- Say whether the practice is NHS, mixed or wholly private. Only dentists on a GDC specialist list may call themselves specialists.
The CAP Code applies to dentists too. CQC does not rate primary dental services, so most dental practices in England will have no rating to display. See our dental website cost guide.
What should be on the checklist?
Use this as a working list for a new build or an audit. “Where to show it” is our practical suggestion unless the source sets a location.
| Requirement | Who it applies to | Where to show it | Source |
|---|---|---|---|
| Latest CQC rating, its date, CQC's web address and where to find the report | CQC-registered services in England that have a rating | Homepage or appropriate landing pages, reachable from the main navigation; widget above the fold | Regulation 20A; CQC display guidance |
| Accurate, checkable information with risks not played down | All GMC-registered doctors | Every page, especially bios and treatment pages | Good medical practice, paras 82, 89 and 90 |
| GMC reference number | All doctors | Must be given on request; clinician profile is a sensible place | Good medical practice, para 83 |
| Accurate specialist or GP register status | Doctors using “specialist”, “consultant” or similar | Clinician bios | GMC registers guide; ASA cosmetic procedures guidance |
| Conflicts of interest declared | Doctors promoting services or products | Next to the promoted service or product | Good medical practice, paras 90 and 95 |
| Evidence for objective health claims | All advertisers | Treatment pages and ads | CAP Code rule 12.1 |
| No advertising of prescription-only medicines to the public | All advertisers | Whole site, including homepage, logos, testimonials and hover text | CAP Code rule 12.12; Human Medicines Regulations 2012, reg 284; ASA Botox advice |
| Genuine, fairly presented reviews and testimonials, used with permission | All advertisers | Review widgets and testimonial pages | CAP Code rules 3.44 to 3.50 |
| Medical assessment stated where needed; no guarantees; no prizes; not aimed at under-18s | Doctors offering cosmetic interventions | Treatment pages and promotions | GMC cosmetic interventions guidance, paras 47 to 54; CAP Code rule 12.25 |
| Name, address, email, register number, regulator and professional rules, VAT number | Providers of information society services | Footer, contact or about page | Electronic Commerce Regulations 2002, reg 6 |
| Company name, number, registered office and part of the UK | Practices run through a limited company | Footer or legal page | 2015 Trading Disclosures Regulations, regs 24 and 25 |
| Privacy information at the point of collection | Anyone collecting personal data | Privacy notice linked from every form | ICO: right to be informed |
| Cookie information and consent, unless an exception applies | Sites using non-essential cookies or similar technologies | Cookie banner and cookie policy | PECR; ICO storage and access guidance |
| GDC number, qualifications, complaints route, NHS or private status, last-updated date | Dental professionals and practice websites | Clinician bios; practice footer or contact page | GDC guidance on advertising |
Where can I check these sources myself?
Sources and further reading. These are the official pages this guide relies on. We checked each one on 25 September 2026. Where we could not verify a point from an official source, we left it out.
- Good medical practice (2024) (General Medical Council), checked 25 September 2026.
- Good medical practice, Domain 4: Trust and professionalism (paragraphs 81 to 101) (General Medical Council), checked 25 September 2026.
- Guidance for doctors who offer cosmetic interventions: Maintaining trust (paragraphs 46 to 56) (General Medical Council), checked 25 September 2026.
- What's on our registers? (General Medical Council), checked 25 September 2026.
- Health and Social Care Act 2008 (Regulated Activities) Regulations 2014, regulation 20A (legislation.gov.uk), checked 25 September 2026.
- Regulation 20A: Requirement as to display of performance assessments (Care Quality Commission), checked 25 September 2026.
- How providers must display ratings (Care Quality Commission), checked 25 September 2026.
- Display of ratings: Independent doctors and clinics (Care Quality Commission), checked 25 September 2026.
- How to use the CQC widget and posters (Care Quality Commission), checked 25 September 2026.
- How we enforce the regulation (ratings display) (Care Quality Commission), checked 25 September 2026.
- About us (Care Quality Commission), checked 25 September 2026.
- CAP Code section 12: Medicines, medical devices, health-related products and beauty products (ASA and CAP), checked 25 September 2026.
- CAP Code section 3: Misleading advertising (endorsements and testimonials, rules 3.44 to 3.50) (ASA and CAP), checked 25 September 2026.
- Scope of the CAP Code (ASA and CAP), checked 25 September 2026.
- Beauty and Cosmetics: Botulinum toxin (Botox) products (ASA and CAP (AdviceOnline)), checked 25 September 2026.
- Guidance on the marketing of surgical and non-surgical cosmetic procedures (ASA and CAP), checked 25 September 2026.
- Human Medicines Regulations 2012, regulation 284 (legislation.gov.uk), checked 25 September 2026.
- Electronic Commerce (EC Directive) Regulations 2002, regulation 6 (legislation.gov.uk), checked 25 September 2026.
- Company, LLP and Business (Names and Trading Disclosures) Regulations 2015, regulation 25 (legislation.gov.uk), checked 25 September 2026.
- Private Healthcare Market Investigation Order 2014 (Competition and Markets Authority (GOV.UK)), checked 25 September 2026.
- Guidance on advertising (General Dental Council), checked 25 September 2026.
- Standards for the dental team (General Dental Council), checked 25 September 2026.
- Right to be informed (Information Commissioner's Office), checked 25 September 2026.
- Guidance on the use of storage and access technologies (Information Commissioner's Office), checked 25 September 2026.
- Understanding accessibility requirements for public sector bodies (GOV.UK), checked 25 September 2026.
- Web Content Accessibility Guidelines (WCAG) 2.2 (W3C), checked 25 September 2026.
This guide is general information, not legal or regulatory advice. Check with the GMC, CQC, the ASA's Copy Advice team or your own adviser before making decisions. If you spot something out of date, our corrections policy explains how to tell us.