AHPRA Changes are Here. We're Here to Make Them Easier

A QUICK REFRESHER: WHO THIS APPLIES TO:

These advertising requirements apply broadly to anyone who advertises a regulated health service (registered practitioners and businesses/individuals who advertise those services). The new cosmetic procedure advertising guidelines specifically address higher risk, non-surgical procedures when performed by registered health practitioners or trained practitioners such as, injectables, PRP, thread lifts, sclerotherapy, certain dental/aesthetic procedures, micro needling, etc.

WHAT’S CHANGING:

• From September 2nd 2025, AHPRA expects advertisers of higher risk, non-surgical cosmetic procedures to:
  Remove or fix non-compliant posts (including past posts) so your feed and website meet the new rules from go live.
• Be extra careful with images. “Before/After” imagery is not banned, but it comes with strict conditions (e.g. real patients of the practitioner, no minors, realistic presentation, “after” not the most prominent). Stock photos must not imply treatment results. 
• Avoid testimonials (including influencer stories about their own outcomes). Tagging the clinic can make an influencer’s post your advertising so it must meet AHPRA rules.
• Be transparent. Advertising must remain factual and not create unrealistic expectations; inducements must include clear T&C’s.

WHAT’S NOT CHANGING:

• Core National Law rules still apply to all regulated health-service advertising:
• No false, misleading, or deceptive claims.
• No testimonials/purported testimonials.
• Don’t create unreasonable expectations of benefit.
• If you offer a gift/discount/other inducement, state the T&C’s

These remain the bedrock principles.

QUICK WINS YOU CAN ACTION THIS WEEK:

1. Swap “results hype” for education. Use plain, evidence based explanations
   of indications, who performs the treatment, typical course, risks/recovery,
   and who isn’t suitable.
2. Refresh imagery. If you choose to keep “Before/After” sets, ensure they meet
   AHPRA’s conditions. Otherwise, prefer neutral, clearly non-outcome imagery.
3. Tidy your social media. Remove/test any posts with testimonials, influencer
   endorsements about outcomes or content that could be seen as fear of
   missing out (FOMO)/pressure marketing.
4. Add transparency. Clearly state who performs treatments (and registration
   where applicable) and include appropriate warnings/aftercare notes
   where relevant.
5. Check offers. If you run any promotions, add the T&C’s in the ad (not just
   a link).

HOW INMODE WILL HELP?

• Compliant patient-facing brochures and digital assets. We’re updating our materials and will notify you when they’re ready to use.
• Clinic content checklist & captions. Short, reusable copy blocks you can paste into your website/Instagram with space for your own clinical info (benefits/risks/aftercare).
• Friendly reminders (keep, tweak or paste into your footer).
• “Individual results vary. This information is general in nature. Please speak with a professional or trained practitioner to assess suitability.”
• Include practitioner identification where relevant, avoiding words like “best”, “No.1”, “safest” or similar superlatives.
  

Legal note:
This information provides general guidance only and is not legal advice. Please refer to AHPRA’s ofIccial resources and seek your own advice if needed.

For more information on InMode technologies, please get in touch INFO@INMODE.COM.AU