Image authorization for promotion: how to ask
Asking for authorization to publish a patient's image is a conversation in which your interest is clear and theirs is not always. That is why tone matters as much as the document: if the patient leaves feeling they "couldn't say no", the consent was weak from the start. This page gives the structure for the conversation, what not to promise and how to record it.
The rules on what can be advertised in HOF depend on your council and advertising regulation, and are summarized in what you may advertise. Here we cover only the consultation side: what to say.
When to make this request?
Never at the same moment and on the same paper as the clinical photo. There are three reasonable moments, and the worst is the day of the procedure, with the patient lying down, anxious and dependent on you:
- At the assessment, after explaining the plan and before any photo record.
- At follow-up, when the result has stabilized and the patient has an opinion about it.
- By message, with time to think, sending the document to read and agreeing on an answer another day.
The clinical chart photo has its own purpose and is covered in image authorization for the chart only.
What must be said, in plain language?
The point about recognition is the one most often forgotten. A face is identification. Even with a bar over the eyes, the patient can be recognized by people who know them, and they need to know that in order to decide.
What not to say?
Some phrases seem innocent and create pressure:
| Avoid | Why | Prefer |
|---|---|---|
| "Your result turned out so good, everyone has to see it." | Flattery that obliges | "May I ask whether you would agree to share it?" |
| "It's just a little photo." | Minimizes the use | Describe the real use |
| "If you authorize, I'll give you a better price." | A counterpart that taints consent | Do not offer it |
| "Every patient authorizes." | Social pressure | "Many patients prefer not to authorize, and that's fine." |
| "It stays just between us." | A promise the document does not keep | Say exactly where it will go |
Golden rule: if you cannot state the use out loud naturally, you do not yet know enough to ask.
How to handle a refusal?
Accept it immediately, without a tone of disappointment, and record it. A refusal badly received damages the relationship, and the patient starts wondering what else they conceded under pressure. Record in the patient record "patient does not authorize image use for promotion" and move on. For cases where the patient refuses and later changes their mind (or the reverse), see patient refuses to authorize image and patient wants to revoke image authorization.
And Harmy's projection, can it be promoted?
The projection is an illustrative simulation: it is not the patient's result and must never be posted as if it were. If the patient agrees to have their case appear, publish the real photos, and only within the rules. For the app's teaching materials, use the AI-generated fictional person, never a patient's face. Harmy's simulation always carries the illustrative simulation notice, and how to explain it to the patient is in illustrative simulation notice.
How to record it?
In the chart and in the signed document: date, authorized channels, period, how to revoke and who witnessed the conversation. Keep a simple spreadsheet of current authorizations so you can take material down quickly when asked. When archiving the case, link the list of posts in which the image was used: without that inventory, revocation becomes a treasure hunt.
Finally, periodically review what is online. Expired authorizations, patients who asked for removal and old posts that no longer follow current rules accumulate risk. Reviewing once a year is usually enough for a small practice. And remember that the procedure's informed consent is a different document: do not use it to cover promotion.
What to do with the image once it is authorized?
Authorizing is not handing over a blank check. Treat each image as an asset with rules: keep the unedited original, note where each version was published and use only what was agreed. If the patient authorized photos of the face in a static post, that does not cover a video, a paid ad or use at an event. When in doubt, ask again, by message, with a simple sentence and the date.
Another frequent concern is context. A result photo next to an exaggerated caption, a price or a sales pitch can violate your council's advertising rules, even with the patient's authorization. The authorization settles the image side, not the content side. Always check both.
Finally, think about the exit: if the patient asks for removal, you must be able to do it within a few days. Agree on the deadline in the document, keep someone responsible for the task and confirm to the patient in writing when it is done.
Frequently asked questions
How do I ask for authorization to use a patient's photo on social media?
In a conversation separate from the care, explaining where the image will appear, for how long, and making clear that refusing changes nothing about the treatment. Consent should be in writing and specific to that purpose.
Can I offer a discount in exchange for image authorization?
Avoid it. A benefit in return can compromise the freedom of consent and invite ethical and advertising problems. Check your council's rules before any counterpart.
Can the patient change their mind after authorizing?
Yes. The document must say how to revoke, and you must remove the material from the channels you control within the agreed period. Content already copied by third parties is beyond your control, and the patient must know that from the start.
Does the promotion authorization cover any network and any ad?
No. The document must list the channels and formats planned. A new use, such as a paid ad or a talk, requires a new authorization.
Harmy images are illustrative simulations generated by AI from the patient's photo to support the conversation between practitioner and patient. They are not a promise of results. Indication, technique, product and volume are solely the decision of the licensed practitioner. This content is for information only and does not replace a clinical assessment.