Before and after is one of the most persuasive formats, because it shows transformation. It is also one of the most regulated and risky: exaggerating, using atypical cases or omitting conditions leads to complaints and disapprovals. Used with rigour and proof, it convinces; used carelessly, it destroys credibility.
The essentials in a definition
The before-and-after format shows a transformation, and is powerful in sectors such as beauty, fitness, cleaning or renovation. It is also sensitive: it may mislead if the result is not typical, if conditions differ or if there is editing. The Unfair Commercial Practices Directive, the Misleading Advertising Directive and EASA codes call for rigour and transparency.
Why it works
Visible transformation needs no explanation. In categories such as beauty, DIY, cleaning, fitness, organising, software or personal finance, the contrast between two states answers the question “does it work?” immediately. It is easy to understand, share and remember.
But it only works if the audience believes it.
Rules and risks
Platforms restrict before-and-after ads in certain categories (health, weight loss, cosmetic surgery), because they create unrealistic expectations. The law requires claims to be true and demonstrable. “Typical” results must be identified as such, and exceptional cases cannot be presented as normal.
In case of doubt, ask for legal validation.
Before and after with credibility
- Use real cases, with permission
- Keep conditions comparable
- State time, method and variability
- Check platform and legal rules
How to do it credibly
Use real cases, with permission, without misleading editing. Keep conditions equal (light, angle, framing). State the time, method and conditions of the result. Where possible, show several cases and the variability. Add further proof (reviews, numbers).
Avoid absolute promises.
A good before and after does not promise miracles; it shows a change that can be repeated.
Measure and review
Compare performance and reactions with other formats. Track complaints, comments and disapprovals. Check that the results shown remain representative. Update cases regularly. Withdraw ads that no longer match reality.
Trust is won with the truth.
Decision table
| Element | Good practice | Risk |
|---|---|---|
| Conditions | Same light, angle and framing | Differences that exaggerate the effect |
| Typical result | State what is typical and what is exceptional | Showing only the best case |
| Time | State the real timeframe | Suggesting immediate results |
| Consent | Written permission from the person | Use without permission |
Common mistakes to avoid
- Editing that alters the result. It is misleading and may be sanctioned.
- Not stating time or effort. It creates unrealistic expectations.
- Promising the same to everyone. Results vary by person.
How to measure the result
Track click-through rate, conversion, complaints and refund requests related to the expected result.
Limits and exceptions
In regulated sectors (health, aesthetics, finance), there are specific rules that may restrict or prohibit this format. This content is informational and not legal advice. When in doubt, consult sector rules and opt for more cautious demonstrations and verifiable testimonials.
Illustrative example
Illustrative example: an upholstery-cleaning company shows before-and-after photos taken in the same conditions, states the type of stain and treatment time and adds “results vary depending on material and stain”. It obtains customers’ permission. Trust rises, and it receives no complaints about mismatched expectations.
In practice: checkpoints
Keep the originals of before-and-after images with their date, and record the conditions and the time between them. Ask the person to confirm permission in writing, review the ad against the claims rules of your sector and avoid retouching. If you cannot show the whole range of outcomes, state what is typical and what is not.
Frequently asked questions
Can I use before and after in any category?
No. Some are restricted by platforms and by law. Check.
How do I avoid misleading?
With representative cases, equal conditions and clear information.
Do I need permission?
Yes, to use images of people.
Can I use customers’ photos?
With written permission and respect for privacy; avoid identifying without permission.
How do I indicate that results vary?
With a clear, visible note, and examples of different cases.
Before-and-after should show comparable conditions, typical result, real time and permission, to be persuasive without misleading.
Sources and recommended reading
- Unfair Commercial Practices Directive (2005/29/EC)
- Misleading and Comparative Advertising Directive (2006/114/EC)
- EASA: European Advertising Standards Alliance
Last editorial review: October 2026. Informational content; always confirm current conditions in the official sources before deciding.