Your practical guide to AHPRA-compliant advertising in Australia

The demand for cosmetic injectables continues to surge across Australia, but so has regulatory scrutiny. Aesthetic clinics must understand and follow the AHPRA advertising rules for aesthetics to avoid penalties, protect patient safety, and maintain professional credibility. These rules apply across all marketing channels, including websites, social media, Google Ads, and clinic promotional materials.

This guide breaks down the key requirements in simple, practical terms to help registered health practitioners advertise safely and confidently while staying fully compliant with Australian regulations.

What are AHPRA’s key advertising rules for cosmetic injectables?

AHPRA regulates all advertising by registered health professionals to ensure claims are honest, accurate, and not misleading. For aesthetic medicine, this is particularly important because treatments carry medical risk and require appropriate patient assessment.

The rules apply to all practitioners involved in cosmetic injectables, including nurses, nurse practitioners, dentists, and doctors. They also apply to clinic owners and marketing teams responsible for promoting services.

Key principles include:

• Advertising must not create unrealistic expectations
• Claims must be factual and supported by evidence
• No promotion of time-limited specials for prescription-only treatments
• No testimonials, star ratings, or reviews that reference clinical outcomes
• No direct or indirect references to brand names of prescription-only medicines

For a full breakdown of clinical and prescribing rules, see AHPRA’s 2025 update:
AHPRA’s 2025 Cosmetic Injectables Guidelines.

Are before and after photos allowed under AHPRA?

Yes, AHPRA permits before and after images, but strict conditions apply. Images must be:

• Genuine, unedited, and not enhanced
• Consistent in lighting, angle, and expression
• Displayed with a clear disclaimer such as:
  “Results vary between individuals. These images are examples only.”

Compliant example

A clinic publishes a before and after image series with identical lighting and positioning, paired with factual, non-promotional text describing the treatment area.

Non-compliant example

A clinic posts filtered images, uses the term “guaranteed results”, or exaggerates outcomes such as “instantly reverse ten years of ageing”. These violate AHPRA standards by creating unrealistic expectations.

Key takeaway: imagery must be clinical, not promotional, and must represent achievable outcomes.

Are patient testimonials allowed?

No. AHPRA prohibits the use of testimonials in any format. This includes written, spoken, or video reviews that reference:

• Patient experiences
• Results
• Safety or satisfaction
• Perceived expertise of the practitioner

Testimonials are banned on websites, Google reviews showcased on your site, social media captions, and all marketing channels.

Compliant wording

“Our clinic follows evidence-based techniques and thorough consultation processes to deliver safe and personalised treatment plans.”

Non-compliant wording

“I love my new lips. They look perfect and the results are amazing.”

Tip: You may respond professionally to reviews on external platforms, but you cannot republish or repurpose them in your own advertising.

What must aesthetic clinics include in social media posts?

Social media is one of the highest-risk areas for AHPRA breaches. All posts must be factual, clinically grounded, and free from promotional tactics.

Your posts must:

• Include your full, correct practitioner title (e.g., “Registered Nurse” rather than “Cosmetic Nurse” alone)
• Avoid buzzwords such as “lunchtime lift”, “liquid nose job”, or “lip flip”, unless framed factually
• Avoid mentioning prescription-only medications by brand name
• Avoid claims that imply superior results

Compliant post example

“A Registered Nurse performs a structured patient assessment before recommending treatment options. Treatment plans are personalised and outcomes vary.”

Non-compliant post example

“Book now for your lip filler appointment. Instant results and no downtime. Limited spots.”

Key takeaway: social media must educate, not persuade.

Can clinics run time-limited discounts for injectables?

No. Time-limited specials, competitions, giveaways, or financial incentives relating to prescription-only cosmetic treatments are prohibited. This includes:

• “20 percent off anti wrinkle injections until Friday”
• “Free lips for the first five bookings”
• “Buy one syringe, get one free”

Clinics may promote educational events, consultation availability, or general practice information, but cannot discount prescription-only services.

How should practitioner titles be displayed?

AHPRA requires the use of accurate, legally recognised titles. Misleading or invented titles breach the guidelines.

Acceptable titles include:

• Registered Nurse
• Nurse Practitioner
• Medical Practitioner
• Dentist

Titles such as “cosmetic injector”, “injectables expert”, or “aesthetic doctor” may mislead the public and should only be used with the correct primary title.

Compliant example

“Sarah Smith, Registered Nurse, provides cosmetic injectable treatments under appropriate prescribing arrangements.”

Non-compliant example

“Sarah Smith, Cosmetic Injector and Lip Specialist.”

Consequences of breaching AHPRA advertising rules

Breaches can result in:

• Formal warnings
• Fines
• Conditions placed on registration
• Suspension from practice
• Legal action under the National Law

Penalties apply to both individual practitioners and clinic owners. Advertising is considered part of professional conduct, and ignorance is not an acceptable defence.

Where to learn more about compliant advertising

Derma Institute offers practical, clinic-focused support through its Business and Marketing Bootcamp, designed to help healthcare professionals create ethical and effective marketing strategies without breaching AHPRA regulations.

For nurses and practitioners building their clinical portfolio, explore hands-on training such as the Combined Foundation and Advanced Injectables Course.

Conclusion

AHPRA’s advertising rules are designed to protect patient safety and ensure healthcare marketing remains ethical and evidence-based. By understanding what can and cannot be promoted, aesthetic practitioners can advertise confidently while maintaining compliance across all platforms.

Speak to our team to learn more about AHPRA-compliant marketing and professional training opportunities with Derma Institute.