Ahpra advertising rules: a checklist for practice websites

The rules that matter most on a website

From Ahpra's Guidelines for advertising a regulated health service (in effect since 14 Dec 2020). The definitions include "internet (including websites and social media)".

• No misleading claims (4.1). Advertising may mislead if it "makes unqualified claims about the effectiveness of treatment by listing health conditions that a treatment or service can 'assist with' or 'treat'", or "makes claims about providing a superior regulated health service".
• 'Specialist' only with specialist registration (4.1.4). "Only a registered health practitioner who holds specialist registration in a recognised specialty or an endorsement may use the relevant specialist title ... This includes in the name of the business". That covers "'specialist', 'specialises in', 'specialty', or 'specialised'"; "Words such as 'substantial experience in' or 'working primarily in' are less likely to be misleading."
• 'Dr' says which profession (4.1.4). If 'Dr' doesn't refer to a registered medical practitioner, "the profession the practitioner is registered in should be made clear", for example "Dr Lee (Osteopath)".
• Prices and offers are clear (4.2). Offers "must state the terms and conditions"; advertising may breach the rules if it "contains price information that is unclear, inexact or vague" or "states an instalment amount without stating the total cost". "The public generally consider the word 'free' to mean 'absolutely' free."
• No testimonials about clinical care (4.3). The ban covers "patient stories and experiences, success stories, or fake testimonials". Comments about "customer service or communication style that do not include a reference to clinical aspects are not considered testimonials". On a clinic website, "whoever has control over the website is responsible for compliance."
• No unreasonable expectations (4.4). Avoid words like "'safe', 'effective', 'risk-free', 'pain-free'" without acknowledging possible adverse reactions, and any suggestion of a "guaranteed or sure cure".
• Before-and-after images (4.4.1). Less likely to mislead when "the images are as similar as possible in content, camera angle, background, framing and exposure" and any alteration is explained; a breach is possible if "images are not genuine and/or have been edited or enhanced."
• No urgency or unnecessary visits (4.5). Phrases such as "'don't delay'" or "'for a limited time only'" can be unlawful when linked to unsubstantiated health claims, as can encouraging "periodic or regular appointments where there is no clinical indication to do so."

Penalties

Section 133 of the Health Practitioner Regulation National Law sets a maximum penalty of $60,000 for an individual and $120,000 for a body corporate, per offence (as amended in 2022). Ahpra's advertising hub says these higher penalties have applied in all jurisdictions, including Western Australia, since July 2024. The guidelines document itself still prints the older, lower figures.

Cosmetic procedures have their own rules

Cosmetic surgery advertising has had its own Medical Board guidelines since 1 Jul 2023, and higher-risk non-surgical cosmetic procedures have separate guidelines issued on 2 Sep 2025. Among other things, both require the practitioner's registration details in the advertising and ban testimonials. See Ahpra's cosmetic procedure advertising guidelines.

How I build to these rules

• Every page is drafted against this list, and the practice approves the wording before it goes live.
• Practitioner profiles link to the Ahpra register.
• Reviews shown on the site are the practice's advertising, so I don't embed review feeds that could include clinical outcomes.
• Pages written to be found in Google's AI Overviews and ChatGPT follow the same list: AI search for allied health practices, within these rules.