AHPRA-Compliant Content & Copywriting

Plenty, as long as it is accurate and balanced. You can describe your services, practitioners, qualifications, fees and what patients can expect. What you can’t do is mislead, use testimonials, create unreasonable expectations of results or encourage unnecessary treatment. The details depend on your profession and services.

These limits come from section 133 of the National Law and the AHPRA advertising guidelines, which apply to advertising of regulated health services. Other rules can apply on top: the TGA controls how therapeutic goods, including many medicines and devices, can be advertised, and cosmetic procedures have their own guidelines. That is why a GP clinic, a dental practice and a cosmetic clinic can all need slightly different wording for similar claims.

We write content that is clear and useful to patients first, then check every claim against the rules that apply to you. Where something is borderline, we explain the risk and offer alternatives. We are not lawyers, so complex questions are best taken to a health lawyer or your indemnity insurer.

Not in your advertising. Testimonials about clinical care can’t be used on your website, social media or ads, and that includes reposting reviews. Patients can still leave reviews on platforms like Google, and you can ask them to, as long as you don’t use those reviews in your marketing.

The ban comes from section 133 of the National Law. It covers recommendations or positive statements about the clinical aspects of a service, whether they appear as a quote, a video, a star rating widget or a shared social post. Comments that aren’t about clinical care, such as praise for your parking or friendly reception staff, are treated differently, but the line can be fine, so we take a cautious view.

Instead of testimonials, we help you build trust in ways the rules allow: clear information about your practitioners and their qualifications, honest explanations of what to expect, and practical details like fees and accessibility. If you have testimonials on your site now, we can find them and replace them with compliant content.

The 2025 guidelines tightened the rules for practitioners who advertise cosmetic procedures. They set conditions for before and after images, ban testimonials (including influencer endorsements), require registration details when practitioners are named and prohibit targeting people under 18. If you offer cosmetic services, your marketing probably needs a review.

The changes reflect a broader regulatory focus on how cosmetic procedures are promoted, including social media content, idealised imagery and messaging that could play on body image concerns. The rules apply to practitioners’ advertising however it is produced, so content created by agencies, clinic staff or contractors needs to follow them too.

We review cosmetic content across your website, social channels and ads against the guidelines, flag anything likely to need changing and write compliant replacements. We describe the guidelines in general terms rather than as legal advice. Some questions, such as how a rule applies to a specific procedure or a particular piece of content, may need a health lawyer or your indemnity insurer, and we will tell you when that is the case.

Yes. Our AHPRA compliance audit reviews your website, ads, social media and booking platforms, then gives you a prioritised list of issues with compliant replacement wording, so you can fix things quickly.

Many practice websites weren’t written with the current rules in mind. Pages are often added over years by different people, and older copy may include testimonials, comparative claims or wording that suggests guaranteed results. An audit gives you a clear picture of where those risks sit across every channel, rather than discovering them one at a time.

Each finding explains what the issue is, where it appears and why it matters, with the highest-risk items first. You can make the changes yourself using our wording, or we can make them for you. If the audit shows that larger sections need rewriting, we can talk through the options with you. If you would like support afterwards, we can also check new pages against the guidelines before they go live, so the same issues don’t creep back in.

The practitioner is responsible for their advertising, including content written by others. That is why we check everything against the guidelines, and why you approve each piece before it goes live.

Under the National Law, responsibility for advertising a regulated health service sits with whoever advertises it, and AHPRA expects registered practitioners to take reasonable steps to make sure their advertising complies. Using an agency, a copywriter or a template doesn’t shift that responsibility. If content breaches the rules, it is the practitioner who may be asked to respond to AHPRA.

Our process is built around that reality. We write to the guidelines from the first draft, explain any wording that sits close to the line and flag claims that would need supporting evidence. Your approval step is a genuine check rather than a formality, so we make drafts easy to review. If you have a question about your own obligations, we suggest checking with your indemnity insurer or a health lawyer, as we don’t provide legal advice.

Yes. Patient education is valuable and permitted when it is accurate, balanced and not promotional. We write about conditions, treatment options and what to expect, and avoid claims the rules don’t allow.

Good educational content helps patients understand their situation before they book and answers the questions they would otherwise ask at reception. To stay within the guidelines, it needs to present options fairly, including when treatment may not be needed, and mention risks where relevant. It shouldn’t imply that a treatment suits everyone or that results are certain.

• Plain-English explanations of conditions and symptoms
• Treatment options and what is involved
• When to see a GP or seek urgent care
• Balanced information about risks

Claims about effectiveness need to be supported by acceptable evidence, so we keep wording measured and ask your practitioners to confirm clinical accuracy. Content that mentions medicines or devices also has to respect the TGA advertising rules, which we factor in from the start.

We track updates from AHPRA, the National Boards and the TGA, and review client content when guidance changes. If a change affects you directly, we will flag it.

The rules for health advertising aren’t static. Guidelines are revised, National Boards publish guidance for particular professions, and the TGA updates its advertising requirements and related guidance. Cosmetic procedure advertising changed in 2025, for example, and practices with older content needed to review it. Regulators also publish guidance and examples that show how they read the rules in practice.

When something changes, we work out which content it is likely to affect, then let you know what it means and what, if anything, needs updating. Where a change is significant or open to interpretation, we explain our reading of it and suggest you confirm anything complex with a health lawyer or your indemnity insurer. That way you hear about relevant changes in plain terms, without having to watch every regulator’s announcements yourself while running a busy practice.

No. We apply the published guidelines carefully, but we are a marketing team, not a law firm. For complex questions we suggest checking with your indemnity insurer or a health lawyer.

What we offer is practical knowledge of how the AHPRA advertising guidelines, the National Law, the TGA rules and the cosmetic procedure guidelines apply to marketing content. We use that to write and review copy, flag risk and suggest compliant alternatives. That is valuable day to day, but it is not the same as legal advice about your specific obligations or a dispute.

Questions that usually need a lawyer or your insurer include responding to an AHPRA notice or complaint, interpreting a rule for an unusual service, contracts with other businesses and anything involving potential penalties. Indemnity insurers often provide advisory support to their members, so they can be a good first call. If you receive legal advice, share it with us and we will apply it to your content.

Usually a few weeks for the core pages, depending on the size of the site and how quickly practitioners can review drafts.

The writing itself is only part of the timeline. We start by understanding your services, patients and how your practice works, often through short practitioner interviews. Drafts then go through our compliance check before reaching you, and review rounds are where timelines most often stretch, because practitioners are busy and clinical accuracy matters. A small practice with a handful of service pages will usually move faster than a multi-location group with many practitioners and specialties.

To keep things moving, we agree a schedule at the start, group pages so practitioners can review related content together, and make feedback simple. Core pages such as home, about, services and contact usually come first, so they can go live while supporting content follows. If you have a launch date in mind, tell us early and we will plan around it, and let you know if the scope makes it tight.

Yes. Short interviews capture how you actually work, and we then write it up and check it against the advertising rules.

Interviews are often the quickest way to get accurate, distinctive content. Practitioners can explain their approach, the questions patients usually ask, how a first appointment runs and what makes the practice different, without having to write anything themselves. It also helps us use the language you would use with patients, so the website sounds like your practice rather than a template.

We keep interviews focused and arrange them around clinic schedules. We send questions ahead so practitioners can think about them. Afterwards, we turn the conversation into draft copy and leave out anything the rules don’t allow, such as outcome claims, comparisons with other practitioners or patient stories that would amount to a testimonial. Each practitioner then reviews their content for accuracy before it goes live, so what is published reflects both their expertise and their obligations under the advertising rules.

Yes. We adjust tone and detail for patients, referring GPs and other readers, because each group comes to your website looking for something different.

Patients usually want plain-English information: what a service involves, whether it might suit them, what it costs and how to book. Referring GPs and other practitioners tend to want concise clinical detail, referral pathways and who to contact. Other readers might include carers, NDIS participants and their support coordinators, or prospective staff, each with their own questions.

We plan content around those audiences from the start, so each page has a clear primary reader. That might mean a separate section for referrers, a page written for carers or an FAQ that answers common patient questions. The tone changes, but the compliance standard doesn’t: content for health professionals is still advertising if it promotes your services, so the same rules apply. We check every version against the guidelines before it reaches you for approval, and you confirm the clinical detail is right.

Yes. We refresh existing pages so they stay accurate and compliant while keeping what already works for search.

Rewriting from scratch isn’t always the best option. Pages that already rank or bring in enquiries have value, and changing them carelessly can lose it. We start by looking at how each page performs, which searches it appears for and where the compliance risks are. That tells us what to keep, what to rewrite and what to remove.

• Fix compliance issues such as testimonials or outcome claims
• Update outdated services, fees or practitioner details
• Improve clarity and structure for patients
• Keep page addresses where possible, so existing links still work

Where a page needs to move or merge with another, we set up redirects so you don’t lose visitors. You review the updated copy before it goes live, and we keep changes focused, so it is clear what has changed and why. Older pages can also be refreshed gradually, starting with those that carry the most risk.