Sk:n clinics (Sk:n) explained that most of their digital marketing was carried out by third-party suppliers. They stated that their website was maintained by one agency, whilst their Search Engine Optimisation and Pay-Per-Click advertising programs were managed by two other agencies. They explained that, until very recently, these agencies had been given a relatively large amount of freedom and that their management revolved around issues such as budgets and campaign direction. Sk:n highlighted, however, that they had recently recruited a Digital Marketing Manager and Executive to ensure that their third-party suppliers were managed more rigorously and that any changes to their digital campaigns were approved and signed-off centrally. They therefore hoped that that change would mitigate the risk of any further complaints regarding their advertising.

Sk:n acknowledged that not all stretch marks could be completely removed. They said, however, they offered the best treatments available which could improve the appearance of affected skin so it closely resembled normal skin surface patterns.

Sk:n said the terminology they used to promote their stretch mark treatments had been adopted in response to consumer behaviour and demand. They provided data from Google which stated that an average of 74,000 searches were performed per month globally for the phrase "stretch mark removal". Similarly, they highlighted that "remove stretch marks" and "getting rid of stretch marks" received a high number of searches per month at 40,500 and 74,000 respectively. They stated that, like many of their competitors, they had responded to consumers' search behaviour by bidding on key words and phrases such as "remove stretch marks", and included them in their online ads and their website. They said that ensured that sk:n maintained a strong online presence, particularly on search engine result pages.

Sk:n also asserted that they adopted such terminology to help those consumers who were looking for stretch mark treatments. They highlighted that individuals with stretch marks did not search Google for phrases such as "how can I improve the appearance of straie?", and instead used layman's terms such as "stretch mark removal". They stated that because consumers were using those keywords when searching for stretch mark treatments, and businesses were responding to that search behaviour and optimising their advertising campaigns by using them, those keywords had become accepted terminology in the health and beauty industry.

Sk:n also highlighted that any individual who, as a result of an ad, enquired about the treatments sk:n offered for stretch marks, would be fully informed about the procedure and the likely outcome. They explained that they had a seven step process which they followed for each client to manage their expectations with regard to a treatment and asserted that they "would not offer treatments which did not match the expectations of the individual patients".