Advertising higher-risk cosmetic procedures, including recall messages

The rule

Since 2 September 2025, advertising higher-risk non-surgical cosmetic procedures (for example cosmetic injectables) has its own Ahpra guidelines, on top of the general advertising rules. This is our summary; Ahpra's own wording is on the source page.

What the guidelines say, in short

• Recall messages count. The guidelines list patient recall notices among the things that are advertising.
• Name the practitioner properly. Advertising that names someone as performing these procedures must include their registration details, including their registration number.
• No testimonials, anywhere. That includes "stories", re-sharing patient posts, and linking to testimonials on other sites.
• Don't interact with positive reviews. Liking or otherwise responding to a patient's post about the procedure counts as using a testimonial. Turning off reviews, comments and tagging on your social pages reduces the risk.
• Under-18s. No images of people under 18. Advertising must not be targeted at under-18s, and social media advertising must be marked as adult content.
• Influencers. The practitioner is responsible for advertising that influencers deliver for them.

What it means for your clinic

• Every recall or win-back message about injectables is advertising under these guidelines, as well as being a marketing message under the Spam Act.
• Don't like, reply to or re-share reviews about these procedures.
• If a message names a practitioner, include their registration details.

Used in

Cosmetics lessons 05, 07, 08 and 10.