New research into UK consumer behaviour reveals how social media, reviews, availability and assumptions about regulation influence decisions when booking non-surgical cosmetic treatments
Almost one in three people seeking anti-wrinkle injections, dermal fillers or other non-surgical cosmetic treatments are influenced by before-and-after pictures or testimonials on social media when deciding where to book, according to new research commissioned by the Professional Standards Authority (PSA).
The survey of 1,000 UK adults who have used a practitioner found that 29% of people seeking non-surgical cosmetic treatments are influenced by before-and-after photos or testimonials on social media, while more than a third (36%) are influenced by five-star reviews.
However, just 16.5% of consumers have used a “verified” source, such as a government-backed register, before booking non-surgical aesthetic treatments, therapy or a private ultrasound.
The findings highlight a potential gap between the factors consumers use to choose practitioners and the checks they make around qualifications and safety.
The research has been released alongside the PSA’s Look Before You Book public awareness campaign, which encourages consumers to look for its Quality Mark and check whether a practitioner belongs to an Accredited Register.
Nearly half of consumers think aesthetic practitioners are regulated
The research also identified widespread misconceptions around the regulation of non-surgical aesthetics in the UK.
Almost half (46%) of those surveyed believed aesthetic practitioners offering non-surgical cosmetic treatments such as botulinum toxin and dermal fillers are legally regulated.
Among 18-to-24-year-olds, this increased to 53%, compared with 26% of over-55s.
In reality, statutory regulation of practitioners carrying out non-surgical cosmetic procedures varies across the UK. In England, there are currently no mandatory qualification requirements for practitioners carrying out many non-surgical cosmetic procedures, although voluntary registers and professional standards schemes operate within the sector.
The PSA’s Accredited Registers programme covers practitioners working in health and care roles that are not regulated by law. Registers seeking accreditation are assessed against standards set by the PSA.
Younger consumers are least likely to check practitioner qualifications
Younger consumers were less likely to carry out some practitioner checks before booking.
People aged 18 to 24 were the least likely age group to check a practitioner’s qualifications before booking, with 32% doing so.
This group was also among the most likely to assume services were regulated. More than half (53%) believed aesthetic practitioners were legally regulated, compared with just over a quarter (26%) of respondents aged over 55.
The findings are particularly relevant in the context of how consumers discover and assess aesthetics practitioners online, with social media testimonials, before-and-after imagery and online reviews all influencing booking decisions.
Time pressure can lead consumers to research practitioners less
Availability and convenience can also affect how thoroughly consumers research a practitioner.
More than a quarter (28%) of respondents said they do less research when appointments are scarce, while 25% said they research less when under time pressure ahead of an event and 24% do less when looking for a last-minute appointment.
These behaviours could become particularly significant during periods of increased demand for non-surgical cosmetic treatments, such as ahead of weddings, holidays and parties.
More broadly, the study found that consumers spend an average of 88 minutes researching a hotel stay, compared with 91 minutes researching a private ultrasound practitioner.
More than half of respondents said they would carry out more research before booking a health service if they thought there was a risk involved.
PSA chair Caroline Corby said, “Protecting our health is really important. Worryingly, this research reveals a clear health risk blind spot. It shows that more than half of consumers would do more research if they believed there was a health risk, yet only a small minority – as low as one in six people – use a verified source, such as a government-backed register, before booking.
“And these findings add to growing evidence that gaps in the regulation of health and wellbeing services can put consumers at risk, particularly those seeking cosmetic procedures.”
The PSA also shared the experience of Joanne Bauer, 48, who booked £150 tear trough filler after finding a clinic on Instagram, having received quotes of around £495 elsewhere. She said her decision was based largely on price and before-and-after images.
Bauer subsequently spent more than £700 having the treatment corrected and said, “I wished I'd done some more homework and checked the qualifications of the practitioner and their history.”
What is the PSA Look Before You Book campaign?
The PSA launched Look Before You Book to encourage consumers to carry out an additional check when choosing private health and wellbeing practitioners.
The campaign focuses on counselling and psychotherapy, private baby scans or sonography, and non-surgical cosmetic procedures.
It encourages consumers to look for the PSA Quality Mark, which indicates that a practitioner is on a register that has been independently assessed and accredited by the PSA.
Choosing a practitioner on an Accredited Register can help reduce the risk of harm, although the PSA stresses that it cannot eliminate risk completely.
Corby said, “We’re saying take one simple extra step before making an appointment: look for the PSA Quality Mark to check whether your practitioner belongs to a government-backed register.
“The Quality Mark shows you that someone is checking that practitioner, and that someone else is making sure those checks are the right ones. By taking a few moments to look for the Quality Mark, consumers and patients can make more informed choices about their health, wellbeing and safety.”
What is the Professional Standards Authority?
The Professional Standards Authority for Health and Social Care is the UK’s oversight body for the regulation of people working in health and social care.
It oversees the work of the 10 organisations that regulate health professionals in the UK and social workers in England by law, including auditing their performance and reviewing decisions concerning practitioners’ fitness to practise.
For occupations that are not regulated by law, the PSA accredits organisations that hold voluntary registers of health and care practitioners through its Accredited Registers programme.
Research methodology
The research was commissioned by the Professional Standards Authority and conducted by Censuswide among 1,000 UK adults aged 18 and over who have used a practitioner.
Fieldwork took place between June 30 and July 7, 2026.
Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC).
