Before/After Images
Comparison images showing results before and after using a product or service, heavily restricted on most ad platforms.
What Before/After Images means
Before/after images are a common advertising technique, particularly in health, beauty, fitness, and home improvement industries. Most major ad platforms restrict or prohibit before/after images because they can set unrealistic expectations and constitute implied claims about results. Meta's policies prohibit before/after images that depict unlikely results or create negative self-perception. Google restricts them in healthcare and weight loss advertising. TikTok has similar restrictions. When before/after imagery is allowed, it typically requires substantiation, representative results disclaimers, and must not be digitally altered to exaggerate differences. Compliance teams should establish clear guidelines for when and how before/after content can be used.
Related terms
Health Claims
Advertising claims about health benefits of products, heavily regulated by the FTC, FDA, and all major ad platforms.
Substantiation
The requirement to have evidence supporting advertising claims before making them, enforced by the FTC and platform policies.
Testimonial
A statement from a customer or user about their experience with a product, subject to FTC guidelines and platform policies on authenticity.
Disclaimer
A statement in or accompanying an ad that limits liability, clarifies claims, or provides legally required disclosures.