For agencies and distributors

One compliance layer under every client you run.

Audit a client's site, write inside their rulebook, check every draft before it goes out, and keep the record. The rules change from client to client. SwayBlu switches with them.

Book a product tour Audit a client site free

15 minutes. We run the audit on one of your client sites live on the call.

National Law s133 AHPRA advertising guidelines TGA advertising rules Australian Consumer Law Built in Sydney
The flow

From a client's URL to content you can stand behind.

Five steps, the same five for every client. Not just captions: the post with its image, the newsletter, the ad, the copy off a brochure.

1

Paste the URL

Their homepage is scanned in about 60 seconds. A deeper run crawls the pages most likely to carry risk.

2

See the risk

What is already live: testimonials, before and afters, claims that read as guarantees. Each one named, with the rule beside it.

3

Upload the content

Posts with their images. Newsletters, ads, patient emails, the copy off a brochure. Whatever your team wrote, plus anything we generated.

4

Check it

Every piece read against that client's rulebook, before it goes out. Each finding marked caption or image, with the exact phrase that tripped it and one line on why.

Then: Fix it for me

A safer rewrite in the client's voice. If the image is what tripped the rule, the image is redone too. Either way the whole post is checked again.

5

On the record

What passes goes on the month's calendar and the client publishes from their own account. Every check is written to a record that cannot be edited later. Export it as a PDF whenever the client asks.

The same five steps for every client. Their rulebook underneath, the record behind it.

The fork

A dental client and a skincare client are not under the same rules.

Most tools treat every client the same. SwayBlu picks the rulebook from what the client actually is, then writes and checks inside it.

Client profile

What the client does, and who they sell to

Set once when we add the brand. Industry, whether they treat patients or sell a product, and whether what they sell is a therapeutic good.

Dental practice

National Law s133 and the AHPRA advertising guidelines. No testimonials about the regulated service.

Other AHPRA regulated health

Same National Law s133 line, applied to that profession's own board guidance.

Cosmetic and aesthetic

The 2 September 2025 guidance for higher risk non surgical cosmetic procedures, plus the TGA rules on prescription medicines.

Everything else

Australian Consumer Law. Misleading claims, fake scarcity, unsubstantiated results.

Why this sits with you

The rules do not only bind the practitioner. They bind whoever runs the ad.

AHPRA's advertising guidelines define the advertiser as whoever controls or authorises the content, and they list a marketing agency in that definition alongside a third party and a staff member. The offence itself, National Law s133, opens with the words "A person must not advertise a regulated health service". Not a practitioner. A person. None of this is new, which is the part most agencies have not priced in.

$60k
Maximum penalty for an individual, per s133 breach.
$120k
Maximum penalty for a body corporate, per s133 breach.
14 Dec 2020
When the current advertising guidelines took effect. This is not a new rule.

Guidelines for advertising a regulated health service, AHPRA and National Boards, effective 14 December 2020. Health Practitioner Regulation National Law s133. Maximum penalties are $60,000 for an individual and $120,000 for a body corporate, per breach, set by the 2022 amendment and in force in all jurisdictions including Western Australia from July 2024. These penalties are the maximum for the advertising offence. SwayBlu makes no claim about how any regulator would treat a given advertiser.

Before it goes out

The whole post gets read. Picture included.

It does not matter where the post came from. A junior wrote it, a freelancer sent it, the client's receptionist drafted it in the notes app. Upload the caption and the image together and you get the specific thing each one runs into, and a corrected version of both.

  • The image is checked, not just the words. Claims set into the artwork, review screenshots, before and afters.
  • The rule, not a score. You see which clause it runs into, in plain words.
  • A fix, not a rejection. The caption is rewritten and the image is regenerated when the image is the problem.
  • Content we generate is checked too. The same review runs on our own drafts before you see them.

Sample, fictional practice

CAPTION REVIEW Pasted caption
Testimonials Guarantees Superlatives Inducements

Riverside Family Dental

We are the best dentists in Sydney and our patients see guaranteed results every time. Book now for a risk-free smile transformation. No referral needed.

3 AHPRA advertising breaches detected
Suggested rewrite We are a family dental practice in Sydney's inner west. Book a consultation to discuss your options.
POST REVIEW Caption + image
Testimonials Guarantees Superlatives Inducements
A dental practice post. Large text across the artwork reads Sydney's number one dentist, guaranteed whiter teeth in one visit. A card in the corner shows five stars and the words best dentist I have ever been to. The same post, fixed. Same room, same plant, same crop. The review card is gone and the text now reads check-up and clean, book online Monday to Saturday.

Riverside Family Dental

Our patients love their results. Book now and see the transformation for yourself.

5 AHPRA advertising breaches detected3 in the artwork, 2 in the caption
COMMS REVIEW Patient letter
Testimonials Guarantees Superlatives Inducements
Recall letter, September

Dear Sarah,
It has been six months since your last visit. As Sydney's leading cosmetic dentists we would love to see you again. Book before 30 September and receive a free whitening top-up with any check-up. Our new laser treatment is completely painless and delivers guaranteed results.
Warm regards, Riverside Family Dental

4 AHPRA advertising breaches detected
The record

What was checked, when, and against what.

Every check is written down and kept. When a client asks why a caption was changed, or why you pushed back on their wording, you have the entry rather than a memory of a conversation.

  • Entries cannot be edited or removed. The table refuses updates and deletes at the database level.
  • Each entry names the rulebook it was checked against, so you can see what applied at the time.
  • Export the record for the active client brand as a file you keep.
  • The client's site is re-checked monthly, so the baseline does not go stale while you work on it.
Your client list

Each client brand, kept separate.

We set up each client brand with you. Once it is in, one login holds them all and you switch the active client from the sidebar. Everything re-scopes to that client: their rulebook, their content, their audit history, their record.

  • One login, every client. No separate accounts, no shared passwords between your team and theirs.
  • Nothing bleeds across. Content, audits and records are scoped to the active client only.
  • Their brand, not ours. Each client keeps their own colours, logo, tone and photo library.
What is not built yet, so you hear it from us first. We add each client brand for you, by hand. There is no self serve flow for adding brands in the app, and there is no dashboard that shows all of your clients at once. You read one client at a time.
Common questions

Quick answers.

Is this only for dental and AHPRA health clients?

No. The compliance layer covers dental practices, other AHPRA registered health professions, cosmetic and aesthetic clinics, cosmetic retail businesses under TGA advertising rules, and any other business under Australian Consumer Law. The rulebook is selected from the client's business type, not from a single health register. Migration agents and small businesses outside the health sector are also within scope.

We already review posts before publishing. Why would we need this?

Reviewing manually means knowing the rules personally. National Law s133 has specific categories: testimonials, inducements without terms, claims that are false or misleading, and claims that create unreasonable expectations of benefit. The 2025 AHPRA cosmetic guidelines add idealising, sexualising and under 18 restrictions. The TGA rules on prescription medicines are separate again. The compliance layer is for the rules your staffer has never read cover to cover. A manual review also leaves nothing behind: six months on there is no dated entry showing the caption was read against a rulebook before it went up.

Can we see all our clients at once in a dashboard?

No. The compliance record, the audit and every other tool are scoped to the single active brand kit. You read one client at a time by switching the active brand in the sidebar picker: one click, and the whole app re-scopes to that client, compliance record included. There is no cross brand dashboard or rollup view. A portfolio view across all your clients at once is not built yet, and this page will not imply otherwise until it is.

How do we add new client brands?

Contact us at brad@swayblu.com. We set up each client brand by hand. New accounts come with one brand kit by default. Additional brands require a manual operator step on our end. The app does not yet expose a self serve flow for creating extra client brands.

Does SwayBlu publish to Instagram or Meta on our behalf?

No. SwayBlu sends scheduling reminders by email. The client or agency staffer publishes manually. Nothing is posted to Meta, Instagram or any other platform on anyone's behalf. The scheduled posts queue emails a reminder when a post is due; it does not submit anything to a social platform.

What happens if the advertising rules change?

The rulebooks inside SwayBlu are updated when the relevant rules change. Each compliance check stores the rulebook version in force on the day it ran, so the record accurately reflects what applied at the time. The monthly re-scan re-reads each client's current compliance category before running, so it picks up category or rulebook changes between runs.

Is this a legal advice service?

No. SwayBlu's compliance aware checks flag likely issues against the advertising rules that apply to the relevant business type. They are not legal advice and are not a substitute for advice from a qualified Australian health law solicitor. The agency and the client are the publishers of record. Final compliance of anything published is their responsibility.

You hold the relationship. We hold the layer underneath it.

Fifteen minutes, screen shared. We run the audit on one of your real client sites live on the call, and you keep the result either way.

Book a product tour Audit a client site free

No card needed for the audit. Homepage results in about 60 seconds.

SwayBlu is a content tool, not a legal advice service. Its compliance aware checks flag likely issues against the advertising rules applicable to each business type: the Health Practitioner Regulation National Law s133, AHPRA and National Boards guidelines for advertising higher risk non-surgical cosmetic procedures (in effect 2 September 2025), Therapeutic Goods Act 1989 prescription medicine advertising rules, ADA Policy Statement 6.9 for dental practices, and the Australian Consumer Law for other businesses. These checks are not legal advice and are not a substitute for advice from a qualified Australian solicitor. The agency and the client are the publishers of record: final compliance of anything published is their responsibility. SwayBlu is not affiliated with, endorsed by, or acting for AHPRA, any National Board, or the Therapeutic Goods Administration. Brand names, client names and results shown in illustrative mock ups on this page are fictional and do not refer to any real business.