Dental Marketing in Australia: Does Your Marketing Comply With the AHPRA Advertising Guidelines?

Dental marketing in Australia walks an interesting line. On the one hand, you want your marketing material to read as compelling. On the other hand, it must comply with the Australian Health Practitioner Regulation Authority (AHPRA) advertising guidelines. In a nutshell, this means that you need to choose your words carefully and stick with the unembellished facts. But, of course, there is so much more to it than that.

If you’re scratching your head over whether your marketing content is AHPRA-compliant, we strongly recommend reviewing your content sooner rather than later. Keep reading to learn all things AHPRA and see how your content measures up.

Why are the AHPRA advertising guidelines so important?

Traditional marketing has something of a slimy reputation, often exaggerating for the sake of a sale or taking advantage of unregulated loopholes. When advertising healthcare products and services, the condition of consumers’ health is at stake. Therefore, it’s important to promote accurate information that is not misleading.

V2wnsrrb Fpc0bft2jzzna 2ae6uy5liqoxd9k7ykx1bzvvu7dscoltyuhj4z54arxbc2ajjm8wziw4yht5mrnahr02jn27ndrjf9uvvbkoktl K5e20ejmqwam3feqav2serbdvdz Lpzo8xlj7d08

To put it in simple terms, the AHPRA advertising guidelines exist to protect the public. Violating these guidelines could result in a $10,000 fine.

How do the AHPRA advertising guidelines apply to me?

If you are a health practitioner in Australia—whether registered or not—all advertising material associated with you must comply with these guidelines. This includes everything from website and social media content to billboards on the highway. So long as it’s marketing collateral relating to healthcare—whether online, offline, or on TV—the rules will apply.

46ljisn1mwr66nxj0zqdaa B0judw2pdxgnxqduhhx6q3s Wizztnw Uky9c0dup64yliatkv8ngzc4dwvoz6pydxqeqg5pkly S8r3crevdhhrfbuob7ed9daaw9uahp H9yzqkcp3zo1nvk7icvxq

Knowing this, you may feel tentative to trust any old agency with your content. Our point of difference is that we know the AHPRA advertising guidelines inside and out. Contact 360 Dental Marketing on 1300 777 847 or via our website for an obligation-free consultation.

Can you give a quick rundown of the guidelines?

After you’ve finished reading this blog post, we recommend reading the guidelines in full. However, we can also provide a general overview to help build your perspective:

1.Choose your words carefully

For a specific example, you can’t use the words ‘expert’ or ‘specialist’ unless the medical professional you’re describing holds a specialist registration. You should also avoid adjectives like ‘pain-free’, ‘risk-free’, and ‘effective’ as they can backfire when they fall short of the guarantee they’re implying. Finally, always fact-check your claims. Don’t claim your clinic has ‘24-hour emergency services’ if this isn’t the case—no matter how attractive this may sound.

2. Present approved incentives factually

If you’re advertising discounts and promotions, ensure you include every last detail about it in your copy: the expiry date, the participating location(s), parameters for eligibility (for example, age), and all the terms and conditions. (Please note this is not necessarily an exhaustive list.

3. Don’t use testimonials

In a nutshell, each patient will have unique health requirements. It’s important for patients to make medical decisions based on their own situation and third-party opinions can muddy the waters.

4.Dance around the names of drugs

Finally, don’t ever name drugs: not by brand name, and not by their generic name. Giving a specific example runs the risk of sounding prescriptive. Let’s say someone saw your advertisement, used a drug you specified in the ad, and had a negative reaction. They could point to your recommendation and you would not have a legal leg to stand on. To avoid prescriptive language, dance around the name. The easiest example we can think of is saying ‘anti-wrinkle injection’ instead of ‘botox’.

Xzlfh1zpvebco Cw4xvngy6xqoq2yz2ebprtbyzz1ciihy3k7p1zataeouygjbfdzyv1n Gyxrpu2dgavk3kljbsghjnulwgywlgg78onpsj8gy C7 Jsjjnzzb67jlomosexrapuxgkaywmmipob5y

Dental marketing Australia-wide 

By now, you likely have at least a foundational understanding of the AHPRA advertising guidelines and why they’re so important. As mentioned earlier, we recommend you read the guidelines in full if you haven’t already. Alternatively, if you haven’t the time to pore over pages of legislation, why not leave your marketing to the experts?

360 Dental Marketing offers dental marketing in Melbourne, Queensland, Adelaide and even we offer dental seo in sydney. Wherever you are in Australia, we can easily reach out to us. For a dental marketing agency that gets it, give us a call on 1300 777 847 or via our website and we can discuss your next steps obligation-free. Let’s give your practice the AHPRA-compliant chance it deserves.


We guarantee an increase in appointments in just three months


We work with dentists in more than three major cities in Australia


We help you to rank #1 on Google by doing compreshive keyword research and a throuch SEO audit

More Posts