What are the Ahpra advertising rules for dental marketing?
The Ahpra advertising rules apply to anyone who advertises a regulated health service in Australia, including dental practices, marketing agencies and companies. Section 133 of the National Law bans false or misleading advertising, testimonials, unreasonable expectations of beneficial treatment and encouraging unnecessary use of health services. This is general information, not legal advice.
Key facts
- Law
- Section 133, Health Practitioner Regulation National Law
- Guidelines in force from
- 14 December 2020 (Ahpra page reviewed 2 September 2025)
- Cosmetic procedure guidelines in force from
- 2 September 2025
- Applies to
- Registered practitioners, unregistered people and companies
- Source
- Ahpra advertising hub and guidelines
Who do the rules apply to?
The rules apply to any person or business that advertises a regulated health service. Ahpra's summary of the requirements says this includes registered practitioners, people who are not registered and companies. A marketing agency that writes ads for a practice is covered.
What does section 133 ban?
Section 133 says a person must not advertise a regulated health service, or a business that provides one, in a way that:
- is false or misleading
- offers a gift, discount or inducement without stating the terms and conditions
- uses testimonials or purported testimonials
- creates an unreasonable expectation of beneficial treatment
- encourages unnecessary use of regulated health services
What counts as a testimonial?
Ahpra's testimonial tool defines a testimonial as a recommendation or positive statement about the clinical aspects of a regulated health service. Patient stories and success stories are examples. Comments that are not about clinical aspects, such as customer service or communication style, are not testimonials. The advertiser who controls the material is responsible for it. Ahpra also says selectively editing reviews can make advertising misleading.
What is different for veneers and cosmetic injectables?
Guidelines for higher-risk non-surgical cosmetic procedures have applied since 2 September 2025. Ahpra's do's and don'ts for these procedures list dental veneers and cosmetic injectables as examples. Testimonials cannot be used, including from influencers. Claims must be objective and demonstrable. See aesthetic clinic marketing.
How does Shoutout Digital apply the rules to its own case studies?
Shoutout Digital's case studies report marketing results only: enquiries, new patients and cost per conversion. They carry no patient quotes about treatment, no before-and-after clinical photos and no "best", "painless" or "guaranteed" treatment claims. The quotes are from practice owners about working with Shoutout Digital.