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The Medical Board of Australia (MBA) provides advertising guidelines under the National Law for medical practitioners and any advertising agencies engaged to promote their services on their behalf. These guidelines outline what content is considered appropriate when advertising to the public, and what isn’t.
Recently, AHPRA has turned its focus on advertising compliance among plastic and cosmetic surgeons. With a maximum penalty for advertising offences now raised to $60,000 for individuals and $120,000 for a body corporate, being caught out for filtered before-and-after images or incorrectly using the word “specialist” is not something you want.
Here’s what you need to know about AHPRA-compliant advertising for surgeons who perform cosmetic surgery.
Key Advertising Restrictions
Registered medical practitioners who advertise cosmetic surgery are offered additional guidance on advertising, which can be found here. Advertising media regulated by these guidelines include social media, radio, flyers, business cards, billboards, and websites, amongst others.
In a nutshell, the guidelines explicitly prohibit:
- Glamorising cosmetic procedures or trivialising the complexity and risks.
- Overstating likely outcomes or implying unrealistic expectations.
- Using testimonials, before-and-after photos, or social media influencer partnerships that might mislead consumers.
- Offering financial inducements, such as discounts, free procedures, giveaways, or referral commissions.
- Bundling incentives, like discounted flights or accommodation for cosmetic surgery.
- Pathologising the normal diversity of the human body or presenting these differences in a negative light
Implications for Healthcare Professionals
Medical practitioners are personally responsible for ensuring all advertising associated with their practice complies with these regulations. This responsibility cannot be delegated to a third-party agency. Furthermore, practitioners must ensure:
- Accurate representation of their qualifications and registration status, including use of the protected term “specialist” or “surgeon”.
- Clear and unbiased communication of the nature, risks, and outcomes of procedures.
- Transparent financial disclosure, including all possible costs and exclusion from Medicare.
Non-compliance may result in regulatory action, including significant fines and loss of registration.
Need an AHPRA-compliant marketing agency?
Agencies working with medical practitioners who provide cosmetic surgery and procedures must navigate a highly regulated space. It is essential to:
- Vet all content through the lens of the National Law and AHPRA guidelines.
- Eliminate marketing language or visuals that exaggerate results, appeal to vanity, or deliberately attract vulnerable populations.
- Avoid any campaigns that imply time-limited deals, guaranteed results, or personal transformation narratives.
At Total Medical Design, we have 15 years of advertising exclusively for the medical industry across a range of specialist fields.
If your medical practice is in need of an advertising agency that knows the meaning of AHPRA compliance, contact us today.
Frequently Asked Questions
AHPRA-compliant medical copywriting refers to creating accurate, clear, and responsible advertising content for medical professionals, strictly adhering to guidelines set by the Australian Health Practitioner Regulation Agency (AHPRA). It ensures that advertising avoids misleading claims, unrealistic outcomes, and prohibited promotional tactics.
To ensure compliance, your cosmetic surgery advertising should:
- Avoid exaggerated claims or unrealistic outcomes.
- Clearly outline potential risks and expected results.
- Exclude patient testimonials, inducements, and glamorisation.
- Accurately represent your qualifications and registration status.
Experienced medical copywriters specialising in healthcare marketing—such as Total Medical Design—can create compliant website content. These specialists deeply understand AHPRA regulations and craft accurate, engaging, and compliant content tailored for cosmetic surgeons.
Yes, but strict conditions apply. Images must accurately represent typical patient outcomes without digital alterations or filters. Proper disclaimers must accompany images, clearly stating individual results vary and procedures carry risks.
No. AHPRA explicitly prohibits the use of patient testimonials, reviews, or endorsements in advertising cosmetic procedures to prevent misleading consumers about potential outcomes.
Advertising breaches can result in significant fines of up to $60,000 for individuals or $120,000 for corporations. Serious non-compliance may also lead to disciplinary action or loss of registration.
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