For cosmetic and aesthetic clinics

The advertising rules changed on 2 September 2025. Most clinic websites haven't.

The new Ahpra and National Boards guidelines for higher-risk non-surgical cosmetic procedures now apply, and the TGA polices how injectables are referred to at all.

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Free. No card. Not legal advice.

Ahpra National Boards guidelines TGA advertising rules Built in Sydney, data stored in Australia

Sample output. Fictional practice. Not legal advice.

The regulator view

See your site the way a regulator reads it.

Ahpra and the TGA each have their own rules for cosmetic clinic advertising, and they overlap. SwayBlu applies both to your website and shows you every phrase that creates risk.

  • Every page audited, not just the homepage
  • Each phrase flagged with the rule it risks
  • Both rulebooks in one audit: the National Law and the TGA rules
See what a regulator would see
The guidelines in plain language

What changed on 2 September 2025

Ahpra and the National Boards published dedicated guidelines for higher-risk non-surgical cosmetic procedures, in force from 2 September 2025. Five categories cover what clinic advertising must and must not do.

01
Named registered practitioner

Advertising higher-risk procedures must include the practitioner's registration information. "Specialist" requires a matching specialist registration on the national register, and there is no cosmetic or aesthetic specialty recognised under Australian law.

02
Results may vary

Outcome imagery requires a warning that results vary between patients, plus risk and recovery information presented alongside it. A before-and-after photo without that context is non-compliant on its face.

03
Testimonials

Testimonials are prohibited. Reposting a patient's own social media content counts as a testimonial under the guidelines. Influencer advertising must meet the same standard as any other form of promotion for higher-risk procedures.

04
No idealising

Advertising must not idealise or sexualise content, exploit body image concerns, or minimise risk. Phrases like "no downtime" or "pain free" without balanced information about what recovery actually involves are non-compliant.

05
Under-18s

Advertising higher-risk cosmetic procedures to minors is banned. Social accounts promoting these procedures should be age-restricted to 18 and over.

Guidelines for advertising higher risk non-surgical cosmetic procedures, Ahpra and National Boards, in effect 2 September 2025. Higher-risk procedures include cosmetic injectables, thread lifts, injection lipolysis, sclerotherapy, PRP procedures, hair transplants and dental veneers.

And the TGA was already watching

The Therapeutic Goods Administration has its own rules for prescription medicines, independent of the Ahpra guidelines, and they apply to injectables in full.

01
Prescription medicines cannot be advertised to consumers

Naming products or ingredients such as Botox and botulinum toxin in consumer-facing advertising was never permitted under the Therapeutic Goods Act 1989.

02
Class terms banned since March 2024

Since 7 March 2024, class terms such as "wrinkle reducing injections" or "dermal fillers" are no longer permitted where a reasonable consumer would understand a prescription medicine is being promoted.

03
Testimonials, claims, before-and-afters and price lists

All of these are non-compliant forms of advertising for prescription medicines. This applies whether the product is named by its brand, its generic name, or a class term.

TGA, Referring to cosmetic injectables in advertising, 7 March 2024; Therapeutic Goods Act 1989.
What passes the audit

Content that survives the rules, and still looks like you.

The same engine that flags the breaches writes the alternative: on-brand, checked against both rulebooks before you ever see it.

Sample post for a fictional clinic: what happens at your first skin consultation
Checked, both rulebooks

Education first: what a consultation actually involves. No outcome claims, no product names.

Sample post for a fictional clinic: winter skin barrier tips
Checked, both rulebooks

Advice that builds authority without idealising: habits over single treatments.

Sample post for a fictional clinic: every treatment starts with a conversation
Checked, both rulebooks

A booking CTA that keeps the results-vary honesty in the frame.

Sample content for a fictional clinic, generated by SwayBlu’s image engine.

The numbers

The risk is real. And specific.

$60,000 / $120,000
Per s133 breach: individual / body corporate

Maximum penalty per advertising breach under the Health Practitioner Regulation National Law.

National Law s133
50,000 penalty units
Maximum TGA civil penalty for a body corporate

Up to $18.2 million at the $364 penalty unit value current from 1 July 2026.

Therapeutic Goods Act 1989 ss 42DLB, 42DLC
62 / 100
Average risk score across 37 Australian practice sites we audited

3.16 likely breaches per site on average. Sites we audited, not a national estimate.

SwayBlu audit data
Two rulebooks, one pass

The audit is free and reads both rulebooks.

Paste your URL and SwayBlu checks your clinic site against the Ahpra guidelines and the TGA rules in the same pass. Every flagged phrase comes back with the rule it risks and a suggested rewrite. Then the product writes weekly content that passes the same checks before you see it.

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Free. No card. Not legal advice.

Marketing that holds up when someone checks.

Free audit. No card. SwayBlu reads your clinic site the way Ahpra and the TGA read it.

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SwayBlu is a content tool, not a legal advice service. Its checks flag likely issues against the Ahpra/National Boards Guidelines for advertising higher risk non-surgical cosmetic procedures (in effect 2 September 2025) and TGA advertising rules for prescription medicines. They are not legal advice and are not a substitute for advice from a qualified practitioner. You are the publisher of record and final compliance of any content you publish is your responsibility. SwayBlu is not affiliated with, endorsed by, or acting for Ahpra, the National Boards or the Therapeutic Goods Administration.

The sample audit output on this page is illustrative work for a fictional clinic. "Radiant Skin Studio" is a fictional name and does not refer to any real business.