I want to use AI for marketing content but I'm worried about medical accuracy and GMC/ASA compliance
Compliance concerns around AI-generated healthcare marketing content are legitimate and should not be dismissed. The GMC and ASA have clear standards for the accuracy and balance of healthcare marketing, and AI tools can generate plausible-sounding but inaccurate clinical claims. However, a structured human review workflow makes compliant AI-assisted content production both achievable and commercially beneficial.
- steps
- 7
- steps
- to start
- 1 hour
- to start
The short answer
The worry is fair. AI tools write confident clinical claims that may be wrong, and the ASA and GMC hold you responsible for every word, however it was drafted. Use AI for structure and plain-English drafting, keep clinical claims human-sourced, and put every piece through a written clinical and compliance check before it goes live.
7 steps
Do it yourself: step by step
0 of 7 done
Write a one-page rule: AI may draft structure, headings, plain-English explanations and social captions. It may not originate outcome figures, success rates, comparisons with other providers or anything about a named patient.
- Time
- 1 hour
- Typical cost
- Free
- Who does it
- Clinic owner or practice manager
Done when: The rule is written and shared with everyone who produces content
This problem is Solvable.
Copy this checklist
Clinic marketing compliance checklist for AI-assisted content
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Compliance checklist for AI-assisted marketing content
Piece: [title] Channel: [website, email, social, leaflet] Drafted by: [name] Date: [date]
Clinical accuracy
- Every factual clinical claim is linked to an approved source (NICE, NHS website, audited clinic data, accepted published paper)
- No success rates or outcome figures unless they are your own audited data with the date range stated
- Risks and recovery are described honestly alongside benefits
- No suggestion that a treatment is risk-free, painless or guaranteed
- Nothing discourages a patient from seeking essential treatment or seeing their GP
Advertising rules (CAP Code)
- Objective claims can be backed by evidence you hold now, not evidence you expect to find
- No claims that the clinic is "the best", "leading" or "number one" without proof
- No comparison with named competitors unless it is fair and verifiable
- Prices are complete and clear, including any consultation, test or follow-up costs a patient would reasonably expect
- Any offer has clear terms and a closing date
Testimonials and reviews
- Every testimonial is genuine, attributable and held on file with the patient's written consent
- Testimonials do not make clinical claims you could not make yourself
- No reviews written, edited or incentivised by the clinic
Professional standards
- Information about doctors' services is accurate, not false or misleading (GMC Good medical practice 2024), and does not exploit patients' vulnerability or lack of medical knowledge
- Clinicians are named with their correct registration (GMC, NMC, HCPC) and titles
- If the clinic is CQC-registered and has been rated, the latest rating and date are shown on the website with a link to the CQC page (Regulation 20A)
Data and privacy
- No identifiable patient information was entered into the AI tool
- Any case story is anonymised and consented
Voice
- Edited to sound like your clinic, with at least one detail only you could have written
Clinical sign-off: [name, role, date] Compliance check completed by: [name, date]
Avoid these
Common mistakes
- Publishing AI text that quotes a success rate nobody can trace.
- Pasting patient letters or notes into a public AI tool to get a case study.
- Asking a marketer, not a clinician, to sign off clinical content.
- Treating AI drafts as finished copy rather than a first draft.
- No record of who checked what, so a complaint cannot be answered quickly.
Free personal check
Done by Paul Robinson, not software
I'll read one AI-drafted page or ad and mark every claim that could get you into trouble
What I need from you
- A link or file of one page, post or ad drafted with AI
- Who signed it off, if anyone
What you get
- Each risky claim marked with the rule it touches
- Plain rewrites that keep the message
- The three checks to add to your sign-off
Within 2 working days
No sign-in, no sales call. I read every request myself and reply on WhatsApp.
Free tools
Check where you stand
Benchmarks
33,903
Ads amended or withdrawn following ASA and CAP action in 2024, showing how actively UK ad claims are policed
Source: ASA Annual Report 2024
1 to 2 hours
Time saved per blog post when AI drafts and a human edits and checks, compared with writing from scratch. practice experience, after allowing for the review step
Solvable estimate
Free, 3 to 5 working days
CAP's standard copy advice on non-broadcast ads before you publish; paid faster options exist
Source: ASA and CAP
Website and premises
CQC-rated providers must show their latest rating and its date on their website and at their premises
Source: Regulation 20A, Health and Social Care Act 2008 (Regulated Activities) Regulations 2014
Paul Robinson
14 years in UK private healthcare
I solve this one for clinic and hospital teams
Want a hand? I'll look at your situation and tell you the three things I'd tackle first.
A few quick questions, about two minutes. I read every one myself and usually reply the same day.
No sales call unless you ask for one. Just a straight answer from me.
I reply personally, usually the same day.
Questions
Frequently asked questions
Does the ASA care whether a human or AI wrote the ad?
No. The advertiser is responsible for the content whatever tool drafted it.
Can AI write our service pages?
It can draft them. A clinician must check every clinical statement and a named person must sign off before publication.
Can we use patient testimonials?
Yes, if they are genuine, consented, held on file and make no claims you could not prove yourself.
Do we need to say content was written with AI?
We found no general UK rule requiring it for marketing copy. What matters is that it is accurate and not misleading.
Which AI tool is safest?
Use a business version whose terms say your inputs are not used for training, and never enter patient data whatever the terms say.
What if we find a non-compliant page that is already live?
Take it down or correct it straight away, record what you changed, and check similar pages.
Last reviewed:
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