Online Path Team
13 October, 2025
The Australian Health Practitioner Regulation Agency (AHPRA) has strict guidelines around what health practitioners can and can’t say in their advertising. Whether you’re running a GP clinic, physio practice, dental surgery or allied health business, these rules apply to you! And if you’re a marketer managing healthcare clients, you’d better be across them too. Our healthcare marketing case studies show you what compliant campaigns look like in action.
But while some breaches are obvious, others are surprisingly easy to overlook – especially if you’re reusing reviews, making bold claims, or leaning into emotional messaging.
In this guide, we break down seven AHPRA rules that marketers and practitioners can’t afford to break, with practical tips, real-world examples, and a few “you probably didn’t know this” insights.
✅ Want to make sure your marketing is AHPRA-compliant? Speak to our team, who specialise in healthcare SEO and PPC strategies that align with AHPRA’s strict requirements.
It’s tempting to showcase glowing reviews from happy patients. But if those testimonials mention a treatment result – even something as seemingly innocent as “my back pain is gone” – they’re off limits under AHPRA’s National Law.
AHPRA prohibits testimonials that refer to “the clinical aspects of care” because they can be misleading or create unrealistic expectations. Even if the review is 100% true, it’s the impact on potential patients that matters.
You’re allowed to use reviews that speak about a patient’s experience, friendliness of staff, wait times, ease of booking, as long as they don’t reference health outcomes.
All advertising must be factual and not misleading. Phrases like “guaranteed results,” “pain-free,” or “instant cure” are considered breaches if they suggest outcomes that can’t be promised.
Health outcomes vary for every individual. Over-promising results can mislead consumers and exploit their vulnerabilities, particularly when they’re unwell or desperate for a solution.
Use balanced, medically accurate language such as “may assist with” or “can help manage symptoms.” Include disclaimers where relevant.
Since 1 July 2023, updated AHPRA guidelines allow some use of before-and-after images — but with strict conditions.
Before-and-after images can easily mislead if not used responsibly. Even unintentional exaggeration or inconsistency can create false hope or unrealistic expectations for prospective patients, especially in cosmetic or appearance-related services.
You can only promote health services that are backed by accepted clinical or scientific evidence. Claims must be accurate, not exaggerated, and should be supported by peer-reviewed research where possible.
Misleading or unproven claims can endanger public health and undermine trust in the healthcare system. This is particularly relevant for complementary therapies or new treatments under review.
Any mention of pricing, discounts, or special offers must clearly state the full terms and conditions. That includes eligibility, time limits, exclusions, and what exactly is covered.
Without clear disclosure, patients may feel misled or financially trapped, especially in industries like dental, physio or cosmetic clinics where “gap-free” or “bulk-billed” offers are common.
Practitioners must be described only by their correct, legally recognised titles. Words like “specialist” or “expert” cannot be used unless formally approved by AHPRA. Misuse of the title “Dr.” is also restricted – it can only be used if the practitioner is a medical doctor, dentist, or another profession legally permitted to use it.
Titles carry weight and authority. Using them incorrectly can mislead patients about a practitioner’s level of expertise and create false trust in services.
Advertising must not use language or imagery that creates unnecessary fear or urgency about health conditions. Statements like “If you don’t book now, it could be too late” are not permitted.
Fear-based advertising exploits vulnerability. Patients may feel pressured into treatments or services they don’t need, which breaches both ethics and compliance.
AHPRA takes breaches of its advertising guidelines seriously, and ignorance is not an excuse. Whether you’re a practitioner managing your own ads or a marketer working on behalf of a clinic, non-compliance can have real consequences.
Marketing in the healthcare space is never just about clicks and conversions; it’s about trust, ethics, and compliance. AHPRA’s rules aren’t designed to make life difficult for practitioners and marketers; they’re designed to protect patients. But that doesn’t mean they’re easy to navigate.
The good news? With the right approach, you can create marketing that’s both effective and compliant. Focus on education, accuracy, transparency, and respect for your audience, and you’ll build stronger, longer-lasting patient relationships.
Not sure if your current marketing ticks all the boxes? That’s where we come in. At Online Path, we’ve helped healthcare providers across Australia run successful, compliant campaigns that get results without risking fines or reputations.
Book a Call with our team.
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Yes, you can share patient stories in your marketing, but they must not reference clinical outcomes. AHPRA does not allow testimonials or stories that make claims about the success of a treatment or imply guaranteed results. Instead, you can focus on the patient’s overall experience — for example, the friendliness of your staff, the ease of booking, or the comfort of your practice. This way, you can still highlight positive feedback without stepping outside of compliance.
Yes, social media marketing is allowed under AHPRA, provided it follows the same advertising rules that apply to all other platforms. That means posts, ads, and stories on Facebook, Instagram, LinkedIn, or TikTok must be factual, not misleading, and free from testimonials that mention outcomes. Social media can be a powerful way to reach patients, but every caption, image, and promotion must still comply with the National Law.
Yes, you can advertise discounts on healthcare services, but AHPRA requires you to include clear terms and conditions with every offer. For example, if you promote a “gap-free dental check-up,” you must explain which patients are eligible, what the offer covers, and whether any exclusions apply. The goal is to ensure patients are fully informed and not misled by vague or incomplete information.
To know if a claim is evidence-based, you should cross-check it against reputable sources. AHPRA requires that all advertised claims about treatments, procedures, or outcomes be backed by accepted scientific evidence. If you cannot find strong clinical support for a claim, it’s safer to leave it out of your marketing. A good rule of thumb is: if you wouldn’t be comfortable justifying the claim to a regulator, don’t use it.
Yes, Online Path can review your current digital marketing and website content to ensure they meet AHPRA compliance standards. We provide audits, guidance, and ongoing support to help healthcare practices and marketers navigate these complex rules. By working with a team experienced in healthcare marketing, you can feel confident that your digital marketing is effective, ethical, and aligned with AHPRA’s requirements.
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