Medical Advertising Mistakes

The mistake: Showcasing Google/Facebook reviews or patient quotes about treatment outcomes on your site or clinic-controlled socials.
Why it’s a problem: The National Law prohibits using testimonials about clinical aspects in advertising. You’re also responsible for removing testimonials from any advertising you control (including your clinic’s FB page).

Fix: Remove outcome-based reviews from ads and clinic-controlled pages. You may link neutrally to independent review platforms without quoting star counts. Add service descriptors and factual information instead.

The mistake: Naming or hinting at Schedule 4 products (e.g., “Botox”, “Juvederm”, “botulinum toxin”) or using abbreviations and colloquialisms in consumer-facing materials.
Why it’s a problem: The TGA prohibits advertising prescription-only medicines to the public. This includes indirect references (trade names, acronyms, colloquial terms). Therapeutic Goods Administration (TGA)+2Therapeutic Goods Administration (TGA)+2.

Fix: Use generic service descriptors only (e.g., “anti-wrinkle treatments”), and state that suitability is determined after medical consultation.

The mistake: Promising outcomes or comfort (e.g., “pain-free dentistry”, “get perfect skin instantly”).
Why it’s a problem: Advertising must not create an unreasonable expectation of beneficial treatment or mislead.

Fix: Reframe to aims/efforts, not guarantees: “gentle, comfort-focused care”; “results vary by individual”.

The mistake: “$100 off if you book today”, “VIP injectables discount” with no visible T&Cs.
Why it’s a problem: Offering an inducement is only permitted if the advertisement clearly states the terms & conditions; otherwise it breaches s 133.

Fix: Either remove the inducement for regulated services or display full, plain-language T&Cs beside the offer (not hidden). Ensure the offer does not pressure a healthcare decision.

The mistake: Pages that are all benefits and “what it treats” with little or nothing on risks, side-effects, suitability or variability.
Why it’s a problem: AHPRA expects advertising to be accurate, balanced and to include information about risks where relevant; omitting risks can mislead or create unrealistic expectations. AHPRA

Fix: Add a short, readable “Risks & Considerations” section to each treatment page and avoid minimizing language.

The mistake: Stating quantified benefits (e.g., “90% less radiation”, “clinically proven to erase X”) without holding acceptable evidence.
Why it’s a problem: Claims must be supported by acceptable evidence; otherwise they are potentially false or misleading.

Fix: Hold primary sources for any quantified claim, or soften to a factual, non-quantified statement that you can substantiate.

The mistake: Using protected titles or phrases like “specialist”, “specialises in”, “surgeon” outside the practitioner’s registered scope.
Why it’s a problem: Only those with the relevant registration can use protected titles or imply specialist registration.

Fix: Use accurate titles and scopes that match AHPRA registration. If you have advanced skills but not specialist registration, describe services factually without implying a specialty.

The mistake: Targeting higher-risk cosmetic procedures to under-18s, or failing to label social content as adult, or using prohibited content (e.g., sexualized imagery, time-limited pressure tactics).
Why it’s a problem: Cosmetic procedure guidelines ban targeting under-18s and require steps to limit exposure; the 2023–2025 updates tightened these controls.

Fix: Exclude under-18 audiences; flag content as adult where required; avoid time-pressured offers and glamorising content.

The mistake: Sharing before/after reels, resharing patient DMs, using trending audio with outcome claims, or leaving clinical testimonials on clinic-controlled pages.
Why it’s a problem: The same rules apply on social as in any advertising. You must moderate or remove non-compliant content you control.

Fix: Train your team/agency. Implement a pre-post checklist and comment moderation policy aligned to AHPRA/TGA rules.

The mistake: Using salesy CTAs (“Get younger now”), burying surgical risk disclaimers, or omitting a simple expectations statement.
Why it’s a problem: Overly promotional CTAs can create unreasonable expectations; missing or hard-to-find risk info can mislead.

Fix: Use neutral CTAs (“Book a consultation”, “Ask a question”). Add a visible line on treatment pages:
“Information is general in nature; suitability, risks and outcomes vary and are assessed during consultation.”