How Glasgow wellness creators can work with NHS Scotland

What to take away

How NHS Scotland and devolved health bodies commission public health work

NHS Scotland is not a single commissioning body. Health boards and Public Health Scotland hold separate budgets and priorities. Glasgow sits under NHS Greater Glasgow and Clyde, the largest board by population. That board runs campaigns on weight management, alcohol harm, and mental health.

Public Health Scotland sets national strategy and evaluation standards. It rarely contracts creators directly. Instead it funds programmes delivered by boards, charities, or agencies. Those delivery partners then hire creators. So a Glasgow wellness creator is more likely to be subcontracted than contracted by NHS Scotland itself.

The devolved health bodies in Scotland include the 14 territorial health boards, Healthcare Improvement Scotland, and Public Health Scotland. National procurement and shared services for NHS Scotland sit with NHS National Services Scotland (NSS). The Scottish Government's health and social care directorates fund and commission national health programmes. Each body has its own communications team. Each can commission campaign work within its remit. This matters because a campaign approved by one board may not be automatically accepted by another.

Devolved public health context sits within powers devolved to the Scottish Parliament under the Scotland Act 1998. Public health is largely devolved. That means Scottish campaigns can differ from England on eligibility, tone, and referral pathways. A creator working across both markets must check which UK rules reach fitness creators before pitching either side.

Budgets vary. A local board campaign might be a few thousand pounds for a short video series. A national programme can run into six figures, split across several creators and agencies. Payment terms are usually 30 days from invoice, but public bodies can take longer.

Procurement routes open to Glasgow wellness creators

Procurement routes for public health work are formal. You cannot simply pitch a health board and expect a purchase order. The route open to you depends on the contract value and the board's own standing orders.

Below-threshold contracts are the most realistic entry point. These sit below the value at which the Public Contracts (Scotland) Regulations 2015 require a full tender, though UK procurement rules still require fairness and transparency. A single board may spend up to around £30,000 on a campaign without a full tender, depending on its standing orders. Low-value work is often advertised as a Quick Quote notice on Public Contracts Scotland, so registering on the portal and setting up alerts is the practical first step.

For anything larger, expect a tender with a specification, pricing schedule, and quality questions. You will need a written method statement. You will need examples of past work with measurable outcomes. You will need to show you understand the target audience in Glasgow, not just fitness content generally.

A useful preparation step is to build verified competence and a claim ledger. That means documenting your qualifications, insurance, and every health claim you have made, with the evidence behind it. Public bodies ask for this. Private brands rarely do.

Payment and tax follow normal UK rules. You invoice the contracting body. If you are a sole trader, HMRC self-assessment applies. If you operate through a limited company, Companies House filings and VAT may apply. Public bodies will not pay without a valid invoice and, often, a purchase order number.

Messaging standards for health campaigns in Scotland

Scottish health campaigns must comply with the UK CAP Code, enforced by the Advertising Standards Authority. The CAP Code applies across the UK, including Scotland. It sets rules on misleading claims, testimonials, and evidence.

For health claims, the bar is higher. You cannot say a product or programme treats a condition unless you hold substantiation. For weight management, you cannot promise specific weight loss without evidence. For mental health, you cannot imply a cure.

Public Health Scotland adds its own tone requirements. Campaigns should be non-stigmatising. They should avoid blaming language. They should direct people to services, not just raise awareness. A creator used to gym marketing may find this restrictive at first.

The ASA also polices influencer disclosure. If you are paid by a health board or its agency, you must label the content as an ad. This applies even if the message is public health rather than commercial. The CMA influencer disclosure guidance is the reference point for transparency.

Scottish campaigns often use British Sign Language and community languages. Glasgow has a diverse population, and boards expect creators to reflect that. A campaign that only speaks to one demographic will not pass review.

Evaluation is part of the standard. Boards want reach, engagement, and, where possible, referrals or sign-ups. They may ask for a follow-up survey. They will want to see the content before it goes live, usually more than once.

What a Scottish public health contract requires on claims and approval

A public health contract is not a brand deal. It has more paperwork and less creative freedom. The contract will specify claims you can and cannot make. It will name an approver, often a clinical lead or communications manager.

Approval usually works in stages. First, the script or storyboard is approved. Then the rough cut. Then the final edit. Then the caption and hashtags. Each stage can take several working days. Build that into your timeline.

You will need to keep records. A claim ledger is the simplest tool. For each claim, note the source, the date, and who approved it. If the ASA receives a complaint, you can show your evidence.

Insurance is not optional. Public bodies typically require professional indemnity and public liability cover. A sole creator can buy this, but it costs. Check the contract before you sign.

If you work with subcontractors, such as an editor or photographer, you remain responsible for their output. The contract will say so. You also need to handle personal data under UK GDPR, especially if you collect entries or survey responses. The ICO provides guidance on lawful basis and retention.

The service standards you agree should run from clinical approval to corrections. That means you know who signs off, how fast, and how errors are fixed. A correction policy matters because health misinformation spreads quickly.

Working with UKHSA and DHSC campaign context from Glasgow

UKHSA is the UK-wide health security agency. It leads on infectious disease campaigns, such as flu and COVID-19. Its guidance is used across the UK, including Scotland, even where public health is devolved. If you work on a UKHSA campaign, you follow its claim rules.

The UK Health Security Agency - GOV.UK page publishes guidance for health claim and campaign work. It is the starting point for any creator asked to promote vaccination or testing. Read it before you agree to anything.

The Department of Health and Social Care - GOV.UK sets policy for health and wellness regulation in England, but its campaigns often run UK-wide. DHSC policy pages explain the legal framework for medicines and health claims. Scottish creators working on UK campaigns should check them.

The UK Health Security Agency - Activity on GOV.UK feed shows current campaigns and their messaging. It is useful for aligning your content with official language. If UKHSA says "get your flu vaccine", you should not say "protect yourself from all viruses".

Scotland's devolved status creates a split. A UKHSA campaign may run in Scotland with adapted messaging. Public Health Scotland may run a parallel campaign. As a Glasgow creator, you could be asked to deliver both. Keep the claims separate and approved by the right body.

For UK-wide work, disclosure, evidence, and tax obligations do not change at the border. What changes is who approves the public health message, and how that approval flows from clinical sign-off to corrections.

Common questions