The regulatory baseline (Malaysia)
- KKM Guidelines on Aesthetic Medical Practice. Governs what aesthetic clinics can claim and show — restricting before/after imagery used as promotional proof, guaranteed-outcome claims, and superlative/comparative claims. Full detail in our KKM & MDC advertising rules guide and our aesthetic clinic ad compliance programme.
- LCP credential. Doctors performing or featured advertising ~12 specified procedures (Botox, fillers, laser, chemical peels and similar) must hold the Licentiate in Aesthetic Medical Practice — a marketing-relevant detail most compliance guides skip. See what LCP means for marketing specifically.
- Medicines (Advertisement & Sale) Act 1956. Restricts advertising of prescription-only products and procedures by name to the general public.
- PHFSA registration. Clinic premises must be registered under the Private Healthcare Facilities and Services Act 1998, with the licence number displayed as required.
Platform-specific policy, layered on top
| Platform | Extra restriction on top of KKM |
|---|---|
| Google Ads | Healthcare advertiser certification required; restricted-remarketing policy for health-related audiences — see the full breakdown. |
| Meta (Facebook/Instagram) | Health/beauty ad review, sensitive-category targeting restrictions — see 15 compliant rewrites. |
| TikTok | Stricter health/beauty/medical policy — more content removed than any other platform; see the TikTok clinic guide. |
| XHS / RedNote | Native "grass-planting" content style makes it easy to accidentally cross into restricted transformation/outcome content; see the XHS clinic compliance guide. |
Singapore is a separate ruleset, not a variant
If you also market a Singapore clinic, don't extend Malaysian compliance logic across the causeway — Singapore answers to MOH's Healthcare Services (Advertisement) Regulations and SMC guidelines, which are stricter in several respects. See the dedicated MOH-compliant Singapore playbook.
The fast pre-publish checklist
- No before/after imagery used as promotional proof.
- No guaranteed-outcome or superlative claims ("best," "guaranteed results").
- No price-led promotional hooks or "this month only" pricing.
- Featured practitioners hold the relevant credential (LCP where applicable) for what's shown.
- Platform-specific policy checked on top of the regulatory baseline.
- Run the copy through the KKM Ad Checker before publishing.
See our full step-by-step compliance-check workflow for the reasoning behind each of these, or the complete index of our compliance content and tools by regulator and platform at the clinic advertising compliance hub. This page is refreshed annually — always confirm current specifics with KKM, MDC or your own legal adviser, since guidelines are periodically updated.