85%
of clinic websites breach at least one AHPRA advertising rule
Source: 2023 independent compliance study
New AHPRA Rules — September 2, 2025
85% of Australian clinics are breaking the law right now.
(Without knowing it.)
New AHPRA advertising rules came into effect September 2, 2025.
Penalties can reach up to A$120,000 per violation. Most clinic owners aren't aware of what's changed — or what they're already doing wrong. Here's what's getting flagged, and how to check if it applies to you.
Get Your Free Compliance Audit
Free. No obligation. Takes about 10 minutes. We check your marketing against current AHPRA rules.
The Numbers (From Official Sources)
Data from AHPRA enforcement reports and independent compliance research.
$60k–$120k
maximum penalty per violation (effective September 2, 2025)
Source: AHPRA Advertising Guidelines
360
cases investigated by AHPRA (September 2022 – March 2025)
Source: AHPRA official statement
11.5%
of practices still display patient testimonials (prohibited under AHPRA rules)
Source: Compliance research findings
33.9%
of clinics are missing required "Results may vary" disclaimers
Source: Audit findings
12.8%
lack clear terms & conditions on promotional offers
Source: Industry audit
What Gets Flagged
Common patterns that attract AHPRA attention — versus what's allowed.
| ✗ Likely to be flagged | ✓ Generally acceptable |
|---|---|
| Before/after photos with clinical procedure names | Before/after photos without naming the procedure |
| Patient testimonials about clinical outcomes | Non-clinical reviews ("Great staff", "Very professional") |
| Exaggerated claims — "guaranteed results", "best in Australia" | Factual, evidence-backed statements with appropriate context |
| Missing or absent "Results may vary" disclaimers | Clear, visible disclaimer on all outcome-related content |
| Influencer endorsements for clinical services | Educational content, factual explainers, safety information |
Real Example: What Triggered AHPRA
March 2024: A Sydney dental practice received an AHPRA notice for before/after photos that included the phrase "guaranteed results in one visit."
The practice was required to remove the content and respond in writing. No fine was issued in this instance — but the process took several weeks and required legal guidance.
The most common trigger: specific outcome claims combined with patient testimonial language.
Source: AHPRA enforcement record (anonymised, March 2024)
The Laws (Check Them Yourself)
We encourage you to read the original sources. All links go directly to official government and regulatory body websites.
-
AHPRA — Guidelines for Higher Risk Non-Surgical Cosmetic Procedures
Effective September 2, 2025. Covers advertising rules for aesthetic, dental, and cosmetic procedures.
-
Health Practitioner Regulation National Law — Section 133
Advertising standards for all regulated health practitioners in Australia. The primary legislative framework.
-
Dental Board of Australia — Advertising Standards
Specific rules for dental practitioners, including guidance on claims, imagery, and patient communication.
-
TGA — Therapeutic Goods Administration
Regulations for cosmetic injectables, prescription medicines, and therapeutic device advertising.
All links open official Australian government and regulatory websites. We do not control or edit the content on these pages.
What We Check (Free, ~10 Minutes)
No obligation. Just information you can act on — or not.
- Website compliance — before/afters, outcome claims, disclaimers
- Social media audit — Instagram, Facebook, TikTok
- Google Ads and keyword targeting
- Google Business Profile listing
- Patient reviews and testimonials
We'll point out what might be flagged if AHPRA reviews your marketing. That's it. Then you can decide what to do next — no pressure, no obligation.
Who we are
Evolai is a growth marketing agency for Australian health clinics.
We help aesthetic, dental, and allied health practices attract and retain more patients through:
- ✓ Evolai CRM — automation, appointment reminders & follow-ups
- ✓ Websites — mobile-optimized, built for conversions
- ✓ Google Ads & paid media management
- ✓ Video content production — branded & ad creative
- ✓ Patient activation & reactivation campaigns (email + SMS)
- ✓ Local SEO & Google My Business optimization
Plus: We audit your marketing to flag compliance issues with AHPRA and TGA rules. We're not lawyers — we're marketers who know the rules. Non-compliant marketing costs you visibility and patients.
Most clinics have a decent booking system. They don't have a consistent stream of new patients or a way to reactivate inactive ones. That's what we fix.
We build the growth engine. You fill the schedule.
Ready for your free compliance audit?
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