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Compliance isn't the handbrake. It's the advantage.
Every word, frame and ad we make is written with AHPRA's advertising rules in mind. Here's how we think about it.
Section 133
Five rules every regulated clinic lives by.
Section 133 of the Health Practitioner Regulation National Law applies to anyone advertising a regulated health service. In plain English:
Superlatives you can't prove, “pain-free” promises and partial prices all fall here.
If there's an offer, the terms sit right beside it.
Reviews and patient stories about clinical care stay out of your advertising.
No guaranteed results. No implying treatment always works.
No urgency, fear or pressure to book something a patient may not need.
If we can't point to the evidence, it doesn't go in.
By specialty
Same law. Different pressure points.
The extra rules we keep in mind for each area we work in.
“Specialist” only for registered specialists. All-On-X, never the trademarked name. No results claims from case photos.
“Surgeon” is a protected title. Risk and recovery information sits beside the benefits. Nothing that glamorises surgery.
No headline success rates, with YourIVFSuccess for comparison. Fee, Medicare rebate and out-of-pocket shown together. Inclusive language. Neutral SMS and subject lines. No urgency.
No testimonials, no guarantees, evidence for every claim, full costs with terms, and titles that match registration.
Who this covers
Every profession AHPRA regulates.
AHPRA works with 15 National Boards to regulate 16 health professions. The advertising rules apply to all of them.
The compliance lens
Plenty of clinic ads break the rules. Ours don't.
Pick a specialty. Five problems in each. Flip the lens and watch how we'd write it.
The Gold Coast's best dentistThinking about veneers?1 for totally pain-free veneersHere's what the process actually involves, and how we keep you comfortable along the way.2 with guaranteed results!Every smile is different, so your plan will be too.3 “Dr Lee changed my life” ★★★★★ Sarah K.We'll walk you through options, risks and costs at your consult.4 50% off this month only. Don't miss out!Book a consult via the link in bio.5
Queensland's top surgeon.Thinking about surgery?1 Flawless, natural results guaranteed.Dr Lane is a specialist surgeon. Here's what the procedure and recovery involve.2 “I finally feel like me again” ★★★★★ Mia R.All surgery carries risks. Before proceeding, seek a second opinion from an appropriately qualified health practitioner.3 $1,000 off your procedure this month!Consult fees and what's included are on our fees page.4 No downtime. Back at work in days.Recovery varies. We'll talk you through yours at your consult.5
Australia's highest IVF success rates!Thinking about IVF?1 60% of our patients take home a baby.Clinics measure success differently, so compare like with like on YourIVFSuccess.2 “We finally have our miracle” Jess & TomWe support individuals, couples and solo parents on every path to parenthood.3 Your clock is ticking. Don't wait!Take your time. Our nurses can talk you through next steps whenever you're ready.4 IVF from just $2,999*Our fees, your expected Medicare rebate and your out-of-pocket cost are listed together on our fees page.5
Sample captions for fictional clinics. This shows how we think, not legal advice.
Free cheat sheet
The AHPRA Advertising Cheat Sheet.
What you can say, what you can't, treatment by treatment. Pin it next to whoever writes your ads.
- The five rules that apply to every ad, post and page
- Fine to say and don't say for implants, ortho, whitening and veneers
- How to run new patient offers without breaching
- Before and after rules, plus the words to cut today
Sent straight to your inbox. No spam, just the cheat sheet and the odd insight worth reading.
Free Ad Check
Is your advertising playing by the rules?
Send us up to five of your live ads, posts or treatment pages. I'll look over them with AHPRA's advertising guidelines in mind and send back what I'd change. General information, not legal advice. Free, no strings.
- 01You send up to five piecesAds, social posts or treatment pages. Whatever you're least sure about.
- 02Every word and image, looked atWith the National Law and AHPRA's advertising guidelines in mind.
- 03You get a marked-up reviewSent privately, with a short video walkthrough. What's fine, what's a risk, and how to fix it.