As Unregulated Medspas Continue to Dominate, What Responsibility Do Providers Have to Provide Ethical Medspa Marketing?
I’ve written for medspas since I broke into healthcare writing.
In that time, I’ve heard things like, “Let’s leave this out — I don’t want to scare the patient.” “Is this optimized for clicks?” “We want to advertise this as a supplement[about something that is not a supplement].” And I’ve read plenty of false claims that are simply not backed by evidence or lack the evidence to make absolute, definitive claims about treatment outcomes.
Yet, the industry continues to grow, and so do the same phrases. “Turn back the clock on aging.” “Revitalize your look.”
How would you pick between providers if you were a patient when they’re all making the same claims as they bid for your money?
I strongly believe it’s time to find a new way to advertise in this industry. And I don’t think I’m alone in that. I think it can be done better.
The question is: who’s willing to find out if that’s true with me?
The global medical aesthetics industry is booming and is expected to hit $143.3 billion by 2030. From Botox and fillers to body contouring and weight loss injections, medspas are literally popping up on every corner.
But here’s what most patients don’t know: many of these clinics are unregulated medspas, operating with little to no oversight. As long as there’s a medical director on paper (who doesn’t even have to be on-site), just about anyone can legally offer these treatments.
As this industry continues to grow faster than the rules can keep up, the responsibility falls on us, the writers, marketers, and providers, to create content that informs and educates, instead of just selling. Now more than ever, ethical medspa marketing isn’t optional; it’s absolutely essential.
The Wild West of Medspas - What’s Actually Going On?
Here’s the uncomfortable truth - there’s no official governing body that is overseeing medspas in the U.S. There is no standard training, no required experience in aesthetics, and the only box that is required to be checked is having a medical director’s name on paper. They don’t need to be on-site while treatment is being administered.
This means that unregulated medspas can legally administer injectables, perform laser treatments, and market medical-grade services with almost no level of supervision whatsoever.
And when something goes wrong, patients are often left with nowhere to turn for help.
The result is that there is a growing number of unregulated medspas delivering inconsistent care, using buzzwords, clickbait and flashy marketing to mask pseudoscience. At worst, they’re putting patients at serious risk, all while appearing polished and professional online. This goes beyond being a compliance issue to being an issue of trust (or lack thereof), and that makes clear, honest marketing more critical than ever before.
Where Marketing Goes Off the Rails
Not all bad outcomes start in the treatment room; many of them begin long before, on the homepage. Many unregulated medspas rely on sneaky marketing tactics that blur the line between hype and honesty. Claims like “FDA-cleared” are tossed around without any context, before-and-after photos are edited, cropped, or shown without timelines or disclaimers, and the risks are glossed over or left out altogether.
Being FDA-cleared is not the same as being FDA-approved; it just indicates a product similar to the one you’re using already exists. But would you know that if you were a patient?
A lot of these businesses hire the same marketing agencies, using the same templates, copy, and tone as reputable clinics. The result is that questionable providers can appear just as professional as those that are doing things right.
That’s a huge problem. Not just for patients, but for businesses committed to doing things better. This is where ethical medspa marketing matters the most, in building content that educates, clarifies, and earns trust. This isn't about making noise and creating a buzz. It’s about ensuring that the right people are heard and the right message is delivered.
And if you're the one writing that content, it's your job to make the difference clear.
The Consumer’s Dilemma - Who Can You Trust?
From the outside, most medspas appear to be the same. They all have sleek websites, glowing 5-star reviews, and flawless before-and-afters. When everyone’s using the same templates and catchphrases, it’s almost impossible for patients to tell who’s safe and who is cutting corners.
So, people start making medical decisions based on logos, Instagram aesthetics, and “gut feelings”. That’s a risky game, especially when the treatments involve injectables, lasers, or prescription drugs.
This is where medspa marketing faces its biggest challenge. How do the truly responsible clinics stand out when the not-so-careful ones look just as polished and professional?
If we want to shift that balance, medspa marketing needs to stop sounding like everyone else and start leading with transparency, education, and clarity — above all else.
Our Responsibility as Writers
As writers, we’re often brought in to help businesses tell their story, but what happens when that story isn’t entirely honest? What if a client wants to gloss over the risks, ignore the important credentials, or pull stats from outdated or irrelevant studies?
In an industry that is full of unregulated medspas, our words carry a great deal of weight. We’re not simply creating content, we’re actually shaping how patients think about safety, science, and what’s “normal.”
That doesn’t mean we can’t write persuasive copy. It means that we have to balance persuasion with clarity and caution.
Good writing doesn’t overpromise - it informs, it builds trust, it helps patients spot the red flags before they’re in the treatment chair.
Ethical medspa marketing starts with the writers who are willing to ask the hard questions, and say no when something doesn’t sit quite right.
Because when we do it well, ethical medspa marketing goes far beyond being another piece of content to being a tool for better decision-making and safer patient care.
Building Ethical, Standout Content in an Unregulated Market
If you're writing for or running a medspa, your content has to do more than sell your services. It has to inform your patients and ensure that they are educated on all of their options. Including the one that’s best for them, and the option to say no. In a space that is full of vague claims and flashy promises, standing out means being clear, honest, and human.
Start by being upfront about risks, downtime, and who’s actually performing the treatments. Don’t bury any of the details. Explain the difference between FDA-cleared and FDA-approved in plain, patient-friendly language, and make sure that all credentials are easy to find.
Skip the jargon. Instead, focus on real storytelling. What makes your clinic different? Who do you serve best? What do patients actually experience?
In a world of copy-paste posts and half-truths, medspa marketing that prioritizes education and transparency is what helps the right providers get seen and helps their patients stay safe.
What Reputable Medspas Can Do
If you’re a provider that is doing things the right way, don’t let your content play it safe, or worse, sound like everyone else. Choose writers who push you to clarify your message and educate your patients, not just convert clicks.
Say no to the same tired templates that are overused by unregulated medspas. Your team, your standards, and your patient outcomes deserve a whole lot better.
Lead with education first, and be clear about who you are, what you do, and why safety matters.
Trendy treatments come and go, but trust sticks around. That’s what builds a reputation and keeps patients coming back for the right reasons.
Let’s Raise the Bar, Together
The medspa industry isn’t slowing down, but that doesn’t mean that the standards have to stay low. Whether you're a writer who is in charge of shaping the message or a provider who is delivering the care, your words matter a lot. They shape what patients believe is safe, trustworthy, and worth booking.
In a space that lacks oversight, we have the power to lead by example. Ethical medspa marketing doesn’t just build better brands, it builds better-informed (and safer) patients.
For writers, be sure to ask the tough questions, prioritize clarity, and write content that helps people choose wisely.
For medspas, if you want your values to come through loud and clear, let’s create messaging that rises above the noise and actually means something.
At Camille Prairie Creative Co., we specialize in writing honest, high-converting content for healthcare brands that care about doing things the right way. If you’re ready for copy that reflects your integrity (not just your services) get in touch today and let’s build something better.
