Overview

• On July 3, 2025, Germany’s Federal Court of Justice opened hearings to determine if before-and-after images for minimal-invasive treatments fall under the Heilmittelwerbegesetz advertising ban.
• The case hinges on classifying Botox and hyaluronic acid injections as non-medically necessary plastic-surgical procedures prohibited from comparative advertising outside professional circles.
• In August 2024, the Oberlandesgericht Hamm ruled that such before-and-after photos must be treated as unlawful operative surgery marketing.
• Aesthetify, operated by Dr. Rick and Dr. Nick, has already ceased using these images but remains sued by Verbraucherzentrale Nordrhein-Westfalen over consumer protection concerns.
• A Karlsruhe ruling is poised to shape how cosmetic clinics and influencers can use social media to showcase results and may prompt further marketing restrictions.