Introduction

From 1 July 2023, the Medical Board of Australia rolled out updated AHPRA advertising guidelines for registered medical practitioners promoting cosmetic surgery in Australia. These updates set clear expectations for ethical, transparent, and patient-first advertising practices.

Purpose and Context

The new AHPRA advertising guidelines 2023 align with existing standards like the Good medical practice: a code of conduct for doctors in Australia and the broader advertising guidelines. They aim to protect patients from misleading claims while ensuring practitioners communicate responsibly in an increasingly digital world.

For broader digital compliance strategies, see our Digital Marketing Packages.

Responsibilities and Applications

Responsibility for compliance does not rest solely with practitioners. Anyone involved in creating, approving, or publishing content is accountable. This highlights the importance of strong collaboration between healthcare providers and marketing professionals.

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Key Definitions

The guidelines define “cosmetic surgery” to include:

• Invasive procedures (e.g., breast augmentation, rhinoplasty)
• Non-invasive treatments (e.g., Botox, fillers, laser)

Medical or reconstructive procedures are excluded from this definition.

Advertising Platforms Covered

Whether via print, social media, or digital advertising, all platforms must comply. With advertising reaching wider audiences, practitioners must ensure every communication reflects transparency, accuracy, and patient safety.

Good Practice in Advertising

Ethical cosmetic surgery advertising should:

• Present factual, balanced information
• Avoid exaggeration or emotional manipulation
• Prioritise informed patient decision-making

Professional Responsibility

Practitioners must uphold their duty of care in all advertising. This means:

• Ensuring messaging does not exploit vulnerabilities
• Balancing commercial interests with patient welfare
• Promoting honesty and sensitivity

Titles, Training, and Claims

Advertising must clearly display practitioner registration details. Claims about training or expertise must be evidence-based and never misleading. Failure to comply may breach AHPRA standards and damage professional trust.

📄 Official resource: AHPRA Cosmetic Surgery Advertising Guidelines 2023

Financial Incentives

The guidelines prohibit financial promotions that may unduly influence patient decisions. Advertising must not prioritise profit over patient safety.

Conclusion

The 2023 AHPRA advertising guidelines place patient safety and transparency at the heart of cosmetic surgery marketing. For practitioners, this means working with experienced marketing partners who understand both compliance and effective digital strategies.

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