The AHPRA-aware AI marketing brain for Australian dental practices.
Built on AHPRA s.133 and ADA Policy 6.24. SwayBlu reads your practice, plans your week, writes AHPRA-aware posts, and flags every likely advertising breach before it ships.
Made in Sydney. Independent. Not affiliated with ADA or AHPRA.
of Australian dental practice websites breach at least one AHPRA advertising rule.
Jensen 2023, Australian Dental Journal (192 audited practice websites).
$120k
Maximum AHPRA penalty per advertising breach for a business under National Law s133. Individuals: $60k per breach.
800+
Advertising complaints processed by AHPRA in 2023. Educate-then-enforce with a 30-day correction window for most first-time issues.
52%
Of audited dental sites carry false or misleading information, the single biggest breach category (Jensen 2023).
What AHPRA s133 actually says. Four breach categories.
Section 133 of the Health Practitioner Regulation National Law sets the boundaries for how regulated health practitioners — including dentists — can advertise. SwayBlu checks your site and every outgoing post against these four enumerated categories before they ship.
False, misleading or deceptive
Claims a reasonable person would read as untrue, exaggerated, or likely to mislead. Includes 'best dentist', 'pain-free', 'guaranteed', specialist-implying titles without registration, and before/after photos used without context.
Biggest category in Jensen 2023 — 52% of audited AU dental sites carry at least one false or misleading claim.
Patient testimonials
Using patient testimonials about a regulated health service in advertising is prohibited. Includes Google or Facebook review screenshots reposted on a practice site, quoted reviews in service-page captions, and 'patient stories' reposted as social proof.
Most common trigger in cold-outreach audits. Even reviews you didn't ask for, if reposted, are caught.
Inducements without terms
Gifts, discounts, prizes, or rewards offered to induce someone to use a regulated health service — without the full terms and conditions stated in the same advertisement. Includes 'free consult', '$X off whitening', referral rewards.
The offer can be legal — but the same ad must carry the conditions, expiry, exclusions, and any clinical limits in legible text.
Unreasonable expectation of benefit
Advertising that creates an unreasonable expectation of beneficial treatment. Includes 'amazing results', 'transform your smile', 'life-changing', and cure or guarantee language applied to elective procedures.
The line is set by what a reasonable person would expect — outcomes language that implies a typical result you can't guarantee crosses it.
$120k / $60k
Penalty under s133
$120,000 per offence for a body corporate, $60,000 for an individual practitioner — the maximum civil penalty per advertising breach under National Law s133. These figures came into force across all jurisdictions through the 2022 National Law amendment, applicable from July 2024 onward. The 2 September 2025 date refers to AHPRA's new advertising guidelines, which clarified expectations — it is a separate event from the penalty figure itself.
Primary sources: AHPRA — Advertising and the law · Jensen 2023 (Australian Dental Journal).
Not legal advice. This page summarises publicly available information about AHPRA s133 and the ADA's Policy Statement 6.24 to help practice managers and owners understand what SwayBlu's audit looks for. SwayBlu is not a law firm. For specific advice about your practice, please consult an Australian health-law solicitor.
Not an audit service. Not a caption tool. Your AHPRA-aware marketing brain.
The AHPRA audit is the first thing your SwayBlu marketing brain does. It is how the AI shows you what it sees. After that, the same brain plans, writes, and queues your content every week.
Reads your practice
SwayBlu extracts your services, voice and tone from your existing website. Your AHPRA-aware marketing brain auto-builds your brand kit.
Plans your content
A weekly content arc: education, behind the practice, community, service spotlight. Tuned to your suburb and patient mix.
Writes AHPRA-aware posts
Every draft goes through an AHPRA-aware check against s.133 and ADA Policy 6.24 before it lands in your queue. You stay in control — and the publisher — of every post.
Two practice plans. 24% off annual prepay.
Final fit and pricing confirmed on a 15-minute call with Brad. No hard sell, no contract trap. Cancel anytime.
Health DIY
$99AUD / month
- 50 AHPRA-aware posts per month
- 1 brand kit, scheduling, reminders
- Run unlimited AHPRA audits on your site
Health DWY
$299AUD / month
- Done-with-you: weekly strategy call
- Unlimited audits, multi-practitioner support
- Bulk approve, content calendar, audit log
Annual prepay available on both plans (24% off). Done-with-you plan closes on a call to confirm fit.
Free is not a teaser. You see the entire audit and your first pack.
No paywall on the audit results. No paywall on your first AHPRA-aware content pack. The paid plans are for ongoing weekly content and the strategy call with Brad.
Specific likely breaches
Page URLs, the exact wording on your site, and the AHPRA rule each likely breach maps to.
AHPRA-safer rewrites for each
Copy-and-paste replacements your team can ship today, no compliance lawyer required.
Your brand kit, auto-built
Services, suburb, voice and tone pulled from your existing site. No questionnaire, no setup tax.
Your first AHPRA-aware content pack
Three posts drafted in your practice voice, guarded by your audit findings. Edit, approve, or skip.
Run your audit. See your first pack. Talk if it fits.
Sign up free. Your SwayBlu marketing brain runs the AHPRA audit, suggests AHPRA-safer rewrites for every likely breach, and drafts your first 3 AHPRA-aware posts in your voice.
SwayBlu's AHPRA-aware checks flag likely issues against AHPRA advertising guidance. They are not legal advice and are not a substitute for advice from a qualified Australian health-law solicitor. You are the publisher of record — final compliance of any content you publish is your responsibility.