Guaranteed outcomes
Any wording that guarantees a result reduces a process that varies between individuals to a single outcome. It is inaccurate, and it makes expectation management impossible.
Alternative: describe the stages of the process and the factors that shape the result.
Comparative superiority
Wording such as "the best", "number one" or "unrivalled" is risky unless it rests on a verifiable source.
Alternative: give verifiable detail such as years of experience, areas of specialism and process detail.
Pressure and scarcity
Countdowns, limited slots and last-day wording are not appropriate for a health decision. A patient decision should not be hurried.
Before and after images
Images shared without consent, context and a note on typicality carry both a privacy and an expectation risk. The consent record should be stored with the asset.
The takeaway
Guard flags these categories before publication, shows its reasoning and proposes an alternative. The decision always stays with the clinic.