From 2 September 2025, new AHPRA and National Law advertising guidelines come into effect for health practitioners across Australia. These changes are particularly important for dentists and other health providers who offer non-surgical cosmetic procedures (such as facial aesthetics, skin treatments, and injectables).
At JR Marketing Group, we’re already helping our clients update their websites, social media, and advertising to make sure they stay compliant. Here’s a breakdown of what’s changing and what it means for your practice.
Why the Guidelines Have Changed
The new rules aim to:
- Protect patients (especially younger and vulnerable people) from misleading advertising
- Ensure treatments are only promoted in factual, professional, and safe ways
- Bring cosmetic advertising in line with AHPRA and TGA (Therapeutic Goods Administration) requirements
Key Things You Must Do
Remove Prohibited Terms
Words like “anti-wrinkle injections,” “dermal fillers,” or brand names like Botox or Juvederm are no longer allowed in consumer advertising. Instead, advertising must use general, factual wording and focus on patient assessment.
Stop Using Testimonials
Testimonials and reviews that mention outcomes, before/after experiences, or patient satisfaction cannot be used in marketing.
- No patient quotes
- No sharing or liking of patient posts
- No links to Google reviews
Be Careful With Images
- All patient photos must have separate, informed consent.
- Images should be professional, not sexualised or filtered.
- Always include disclaimers such as: “Results vary between individuals. Images used with consent.”
Adjust Social Media Practices
- Switch off comments, reviews, and tagging on posts that promote cosmetic services.
- Avoid emoji’s (💉, 👄 , ✨) or casual slogans like “quick fix” or “lunchtime lift”.
- Focus on educational and professional content.
Promotions and Discounts
Discounts, offers, and gifts can still be advertised only if the terms and conditions are clearly stated. ⚠️ Free or discounted procedures offered to influencers in exchange for promotion are not allowed.
Under 18 Protections
- Advertising must not target under-18s.
- No images of minors in cosmetic-related content.
- Clinical guidelines also require a cooling-off period and ban certain procedures on minors.
Practitioner Transparency
Every ad or web page should make it clear:
- Who the practitioner is
- Their registration type (e.g. “Dr Jane Doe, Dentist – General Registration”)
- That all procedures carry risks and require consultation
Penalties for Non-Compliance
Breaches of the guidelines can result in serious penalties:
- Up to $60,000 fines for individuals
- Up to $120,000 fines for companies
- Even potential disciplinary action or restrictions on practice
What You Should Do Right Now
- Audit your website and remove/reword any non-compliant terms
- Check your social media posts (past and scheduled) and clean up risky content
- Remove testimonials and review widgets
- Update practitioner bios to include registration details
- Add disclaimers to all cosmetic content
How JRMG Can Help
We know this is a big change, and it can feel overwhelming when you’re busy running a practice. Our team is helping dental and health clients right now by:
- Auditing and updating websites for compliance
- Creating safe, compliant wording for services
- Reviewing and adjusting social media content
- Training teams on what’s allowed (and what isn’t) going forward
The new rules aren’t about making life harder, they’re about making healthcare advertising safer, clearer, and more trustworthy. By acting now, your practice avoids penalties and shows patients that you put their wellbeing first.