SWAYBLU
Tap the Bhimian mark to see it in their colours

Most regulated practices are
in breach without knowing it.

AHPRA's advertising rules are strict, and a single review widget, before-and-after image, or "best in town" line can put a practice offside. SwayBlu is the compliance engine: a free audit returns a compliance score and a fix for every likely breach, then detailed monthly reports and monitoring keep the practice compliant over time.

Auditing for Patient testimonials
Run a free audit See what it does

A private SwayBlu × Bhimian preview, shared with you directly.

BradFounder, SwayBlu
The stakes

The advertising rules are strict. Most breaches are inadvertent.

Under the Health Practitioner Regulation National Law (section 133) and AHPRA's advertising guidelines, how a regulated health service may promote itself is tightly limited, and the trip-wires are ordinary marketing choices. The regulator has moved to proactive enforcement, auditing advertising and running compliance sweeps rather than waiting for complaints, so a practice can be reviewed at any time.

What the advertising rules prohibit

The categories that put a practice offside

Each item below is a common way a page or post drifts outside the advertising rules. SwayBlu checks your content against every one of them, line by line.

Patient testimonials Before & after imagery Inducements or discount offers without full terms Misleading or deceptive claims Superlatives & comparative claims ("best", "safest") Unreasonable expectations ("painless") "Specialist" or protected titles when not entitled
Proactive
AHPRA has moved to proactive enforcement: advertising audits and compliance sweeps rather than waiting for complaints. Over 120 practices have been proactively audited by its cosmetic enforcement unit, so a practice can be reviewed at any time.
Ahpra news release, 11 April 2024; AHPRA advertising compliance
$120k
Maximum penalty per offence for a body corporate for a serious advertising breach under National Law s133 (individuals up to $60,000, and up to three years). General breaches: up to $5,000 / $10,000 per offence.
Health Practitioner Regulation National Law s133
775 / 356
In 2024/25 AHPRA assessed 775 advertising complaints, and 356 were serious enough to be treated as criminal offences. The risk is real, and rising.
AHPRA, 2024/25
The engine

Detect. Fix. Monitor. Prove.

SwayBlu is the compliance engine for regulated practices. The free audit returns a compliance score against the rules, a fix for everything risky, ongoing monitoring for changes, and a detailed monthly compliance report that documents your posture over time.

!4 likely breaches
Post draft Regulated practice

"Dr Lee is the best clinician in Sydney and treatment was completely painless and life-changing. 30% off this week only! ⭐⭐⭐⭐⭐ from a real patient review"

Checked against the advertising rules National Law s133
01Detect
Score any website or post against the rules in about a minute. Every likely breach is flagged, with the exact rule it trips.
02Fix
A compliant rewrite for every flag. Keep the message, lose the risk, and see exactly what changed and why.
03Monitor
A monthly re-check, run by a person, and you get told what changed and what is new. Compliance is not a one-off.
04Prove
A dated monthly compliance report. A record of your posture over time, ready the moment anyone ever asks to see it.

Monitoring and proof are the moat. The free audit and its compliance score tell you where you stand today. We then re-check every month, tell you what changed and what is new, and file a detailed monthly compliance report, so your posture is documented over time, not assumed.

The free audit

See where you stand, before AHPRA does.

Enter any website. In about a minute SwayBlu audits it, and your posts, against the advertising rules, returns a compliance score out of 100, and flags the exact lines that are likely breaches by category, each with a compliant rewrite. It then re-checks every month and files a dated compliance report, so your posture is documented over time, not assumed.

0/100
Sample compliance score
A real practice site, scored against the advertising rules.
What the report flags
Patient testimonials3
Superlatives & comparatives2
Inducements without terms1
Before & after imagery1
A compliant rewrite for every flag, plus a detailed report you can act on.
Run a free audit
The content layer

Compliant content, generated.

Staying compliant also means publishing the right content. SwayBlu generates what a regulated practice puts out: Content Plans checked against the advertising rules as each post is written, and newsletters reviewed before they reach you.

SwayBlu · AHPRA-aware
reading your brand kit + s133
Ask SwayBlu
A compliance answer for any post, in plain words.

Submit a post, including caption and images, or ask a question. SwayBlu reads it against the advertising rules, explains the risk in plain English, and returns a version you can publish. Every reply is grounded in your brand and the National Law.

Explore Ask SwayBlu
Your practiceMonthly plan · 16 posts
PlanningReady
Mon2
Tip
Three simple habits that keep the whole family healthy this season.
Wed4
Team
Meet Dr Lee, who has cared for local families for over ten years.
Fri6
Education
What actually happens during your first appointment.
Mon9
Update
We are open right through the school holidays. Here are our hours.
Wed11
Community
Proud to support the local junior sports club again this season.
Content plans
A month of on-brand posts, planned for you.

SwayBlu reads your practice and the season, then plans and writes a full month of posts in your voice. You open a finished plan, not a blank calendar, and every post is checked against the rules before it lands.

See content plans
Generating Ready in 28s
Your practiceMonthly newsletter · Autumn
Autumn appointments are open

The school holidays are the easiest time to bring the whole family in. Here is what is new at the practice this month.

Three easy health habits
Keep a simple routine, morning and night.
Swap sugary drinks for water between meals.
Book early, before small problems grow.
Book an appointment
Your practice, Sydney NSW
You are receiving this because you are a patient. Unsubscribe any time.
Newsletters
A full patient newsletter, built in your brand.

SwayBlu writes a complete edition in one pass, from subject line to layout, in your colours and your tone. You review it, adjust what you want, and send. Every edition runs through the same compliance checks.

See newsletters
Free compliance audit
Score any website against the advertising rules in about a minute, with the exact likely breaches and a fix for each.
Start here
Built for any regulated practice
See how SwayBlu fits any AHPRA-regulated practice, or any business held to rules it has to follow.
Who it is for
Tap any film to watch it in full on /inside
01 Compliance auditScore any website against the rules in about a minute, with a fix for every likely breach. 02 Content generationGenerate a full month of on-brand posts, each checked for compliance. 03 Ask SwayBluSubmit a post, caption, or image for an instant risk read and a compliant rewrite. 04 NewslettersA full newsletter in your brand, subject line, sections and layout, ready to send.
Get started

See where your practice stands today.

Run a free compliance audit on any site in about a minute, or reply to Tom to see SwayBlu on your own practice.

Run a free audit Email us

A SwayBlu × Bhimian partnership. Reply to Tom, or email brad@swayblu.com.