{"id":27620,"date":"2025-07-31T08:45:16","date_gmt":"2025-07-31T06:45:16","guid":{"rendered":"https:\/\/kpw.law\/?p=27620"},"modified":"2026-04-05T09:55:29","modified_gmt":"2026-04-05T07:55:29","slug":"advertising-with-before-and-after-pictures-for-hyaluron","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/advertising-with-before-and-after-pictures-for-hyaluron\/","title":{"rendered":"Advertising with before and after pictures for Hyaluron"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull is-light v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"df6671\" data-has-transparency=\"false\" style=\"--dominant-color: #df6671;\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-27616 size-large not-transparent\" alt=\"Werbung mit Vorher-Nachher Bildern bei Hyaluron, Heilmittelwerbung, HWG, Rechtsanwalt, Abmahnung, operativ plastisch-chirurgischer Eingriff\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-Vorher-Nachher-Bildern-1024x576.jpg\" data-object-fit=\"cover\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-Vorher-Nachher-Bildern-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-Vorher-Nachher-Bildern-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-Vorher-Nachher-Bildern-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-Vorher-Nachher-Bildern-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-Vorher-Nachher-Bildern-2048x1152.jpg 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-1d4b5d69 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_bbb637f210af574e2c866a481841ceae\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Advertising with<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Before and after<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-a528c57013659d5191ce76378c6b1f8e\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">With hyaluron<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-76c96157 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase;\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2025-07-31T08:45:16+02:00\">31. July 2025<\/time><\/div>\n\n\n<p>from<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600;\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-c93ec0be wp-block-group-is-layout-constrained\">\n<p><strong>Is it permissible to advertise minimally invasive cosmetic procedures such as lip injections with hyaluronic acid using before and after pictures? Or does this violate the law on advertising medical products?   <\/strong>The case of Dr. Rick and Dr. Nick has now been decided by the Federal Court of Justice.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-werbung-mit-vorher-nachher-bildern-fur-schonheitseingriffe\">Advertising with before and after pictures for cosmetic surgery<\/h2>\n\n<p>Advertising with before and after pictures has proven to be an effective advertising tool for many. Doctors and other providers at home and abroad like to use this for beauty treatments such as lip or wrinkle injections with hyaluronic acid, Botox, lifting, hair transplants and other treatments. Advertising measures, especially in social media, are proving to be very effective and promise new customers. A picture is worth a thousand words and makes potential patients want to look like you.   <\/p>\n\n<p>However, advertising for cosmetic plastic surgery treatments is <strong>prohibited<\/strong> in Germany under the German Medicinal Products Advertising Act<a href=\"https:\/\/kpw.law\/rechtsgebiet\/wettbewerbsrecht\/\">(HWG)<\/a>.<\/p>\n\n<div class=\"wp-block-group alignfull has-kpw-turquoise-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\" id=\"h-was-steht-im-heilmittelwerbegesetz-hwg\">What does the Medicinal Products Advertising Act (HWG) say?<\/h2>\n\n\n\n<p>According to the HWG, surgical plastic surgery procedures to alter the human body without medical necessity may not be advertised with the effect of such treatment by means of a comparative representation of the body condition or appearance before and after the procedure.<\/p>\n<\/div>\n\n<p>But when is it a surgical plastic surgery procedure? Are injections with hyaluronic acid surgical plastic surgery procedures? <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-dr-rick-und-dr-nick\">Dr. Rick and Dr. Nick<\/h2>\n\n<p>The doctors Dr. Rick and Dr. Nick, who are well-known on social media, offer aesthetic facial treatments under the name Aesthetify. They advertised these both on their website and on the social media platform Instagram with posts showing patients before and after treatment. The before and after pictures included images showing the change in the shape or form of the nose or chin as a result of injections with hyaluronic acid or hyaluronidase.  <\/p>\n\n<p>The <a href=\"https:\/\/kpw.law\/thema\/verbraucherzentrale\/\">consumer advice center <\/a>considered this to be a violation of the law on the advertising of therapeutic products, as it was advertising for a plastic surgery cosmetic procedure.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-bgh-zu-werbung-mit-vorher-nachher-bildern\">Federal Court of Justice on advertising with before and after pictures<\/h2>\n\n<p>In its judgment announced today (<a href=\"https:\/\/www.bundesgerichtshof.de\/SharedDocs\/Pressemitteilungen\/DE\/2025\/2025147.html?nn=10690868\">Judgment of July 31, 2025 &#8211; Ref. I ZR 170\/24 <\/a>), the Federal Court of Justice confirmed the opinion of the Higher Regional Court, which had previously ruled in favor of the consumer advice center and prohibited advertising with before-and-after images.<\/p>\n\n<p>The Higher Regional Court was right to assume that the advertised treatment was a plastic surgery procedure. During the procedure, a cannula is inserted into the human body and its shape or form is changed.   <\/p>\n\n<p>This broad understanding of the term surgical plastic surgery is in line with the intention of the legislator and the protective purpose of this provision. The provision is intended to prevent unobjective advertising influences for procedures that are not medically necessary. People should not be improperly influenced in their freedom of choice by such images in order to expose themselves to unnecessary risks that could endanger their health.  <\/p>\n\n<p>The procedures are also not comparable with the risks of ear piercing, piercing and tattooing. Unlike injections with hyaluron or hyaluronidase, these are not surgical plastic surgery procedures in the sense of the law on therapeutic products, but merely aesthetic changes to the surface of the skin. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-fazit\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>The Federal Court of Justice&#8217;s decision is hardly surprising and had already been foreshadowed. However, it has now also been clarified by the highest court that injections, e.g. with hyaluron or hyaluronidase, are a plastic surgery procedure. <\/p>\n\n\n\n<p>Providers of cosmetic procedures should therefore refrain from advertising such procedures with before and after pictures if they do not want to risk cease and <a href=\"https:\/\/kpw.law\/thema\/abmahnung\/\">desist letters <\/a>from <a href=\"https:\/\/kpw.law\/en\/topics\/competitor\/\">competitors<\/a> and associations due to violations of the law on mMedicinal products advertising or competition law. This also applies to foreign providers targeting the German market. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-a7c0d175 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-ec2e7a44 wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-bce6ca70 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-5c12a1d1 wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_b149c00f58b6498f4d32fceed7af8244\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you about<\/p>\n\n\n\n<p class=\"has-text-align-left\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-size:clamp(1.976rem, 1.976rem + ((1vw - 0.2rem) * 2.54), 3.5rem);font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advertising law!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-5c3c14bb wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-fc4fd283 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Is advertising with before and after pictures for wrinkle and lip injections permitted? The Federal Court of Justice has clearly decided the question.   <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904],"tags":[5636,5639,5638,5635,5637,5153],"thema":[],"rechtsgebiet":[4987],"produkt":[],"class_list":["post-27620","post","type-post","status-publish","format-standard","hentry","category-general","tag-advertising-of-remedies","tag-before-after","tag-cosmetic-surgery","tag-medicinal-products-advertising-act","tag-prohibition-of-advertising-under-pharmaceutical-law","tag-therapeutic-products-advertising-law","rechtsgebiet-competition-law"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Advertising with before and after for hyaluron allowed?<\/title>\n<meta name=\"description\" content=\"Is advertising with before and after pictures for wrinkle and lip injections permitted? 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