The TGA's advertising requirements apply to any communication that promotes therapeutic goods (including medicines, medical devices and some health products) to the public or health professionals.

Key restrictions include:

• Therapeutic claims must be substantiated - you cannot claim a product or service treats, cures or prevents a condition unless that claim is approved or substantiated by appropriate evidence

• Comparisons with other products or practitioners must not be misleading

• Endorsements must meet specific requirements - celebrity endorsements of therapeutic goods are generally prohibited

• Before-and-after images for procedures have specific requirements that vary by product category

AHPRA's advertising guidelines for registered health practitioners (including doctors, dentists, physiotherapists, chiropractors, psychologists and others) add further requirements:

• Testimonials from patients or clients are prohibited for registered health practitioners - this includes Google reviews used in advertising material, social media posts and website content

• Claims about comparative performance between practitioners are restricted

• Advertising must not create unrealistic expectations about outcomes

• Misleading or deceptive conduct in advertising is prohibited under both AHPRA's guidelines and the Competition and Consumer Act
   

Understanding which regulations apply to your specific healthcare business - and how to market effectively within them - requires specialist knowledge that most marketing agencies and generalist consultants simply don't have.