Latest Guidelines by AHPRA for Cosmetic Procedure Advertising

We want to keep you informed about the latest guidelines issued by the Australian Health Practitioner Regulation Agency (AHPRA) concerning the advertising of cosmetic procedures. As of 1st July 2023, there have been some important changes that may impact our treatment offerings.
Please be aware that while the Advertising Guidelines primarily apply to medical practitioners promoting cosmetic surgery, they also offer valuable insights for advertising non-surgical cosmetic procedures. As your responsible provider, we diligently adhere to these guidelines to maintain the highest standards and deliver accurate information to our valued customers.
For your convenience, our team has thoughtfully compiled and summarised the essential advertising guidelines below.
Stay informed and make informed choices with CUTERA. We are committed to delivering exceptional service and results with your best interests at heart.
Advertising must not contain claims about effectiveness without acceptable evidence, downplay risks associated with procedures, make unfair comparisons, use misleading titles or qualifications, or falsely claim qualifications or endorsements.
All digital and printable material must reference “source”.

Advertising must include the medical practitioner’s registration number, type of registration, recognised specialty, and field of specialty practice. Claims about experience must be accurate, and misleading taglines or hashtags should be avoided.

Advertising must provide accurate and realistic information about risks and potential risks associated with cosmetic surgery. It should emphasise the seriousness of the decision and offer realistic information about recovery time and experiences. Terms related to art, colloquialisms, or minimisation of procedure complexity should be avoided.

Advertising should not offer gifts, discounts, or inducements without clearly stating the terms and conditions. Price information must be precise, and any restrictions or exclusions should be mentioned.

Testimonials about the clinical aspects of a regulated health service are not allowed in advertising. However, reviews about communication or customer service are not considered testimonials. Social media interactions with patients or sharing patient stories may be considered testimonials.

Advertising must not create unrealistic expectations of outcomes or recovery, overstate treatment benefits, minimise risk complexity, or make unreasonable claims about miraculous or guaranteed results.

Advertising must not focus on negative feelings, imply surgery as a means to obtain an ideal body type or use apps or tools predicting post-surgery appearance. Images and photographs should be accurate, unenhanced, and clearly demonstrate the benefit of the advertised treatment.

Advertising should responsibly use images, including “before and after” images, without creating unrealistic expectations. The use of sexualised or gratuitous imagery is not acceptable, and the privacy and consent of patients should be respected.

Separate informed consent must be obtained from patients for the use of their images in advertising. Patients must be informed about the proposed use, have the right to refuse, and be able to withdraw consent at any time.

Advertising must not encourage indiscriminate or unnecessary use of regulated health services, create false urgency, or exploit incentives to attract patients. It should not target individuals under the age of 18 or exploit at-risk groups.

We value your trust and appreciate your ongoing support. The CUTERA team is here to answer any questions you may have regarding these updated guidelines.If you have any questions or need further assistance, do not hesitate to contact us.