3 Ad Mistakes Clinics Make After the TGA Crackdown
AHPRA has introduced new guidelines for practitioners who perform and advertise higher-risk non-surgical cosmetic procedures, effective from 2 September 2025.
Key updates include:
Mandatory Cooling-Off Period: A seven-day cooling-off period for individuals under 18 considering non-surgical cosmetic procedures.
Advertising Restrictions: Bans on targeted advertising to minors and the use of influencer testimonials in promoting cosmetic procedures.
Enhanced Practitioner Training: Requirements for additional training and experience for practitioners performing these procedures.
In 2024, the Therapeutic Goods Administration (TGA) intensified its enforcement of advertising regulations for cosmetic injectables. This crackdown has led to widespread non-compliance, with a recent audit revealing that 98% of 100 non-surgical cosmetic websites violated TGA rules by using prohibited terms like “dermal filler” and “wrinkle-reducing injections” to promote prescription-only medications.
To help your clinic navigate these regulations, here are three common advertising mistakes to avoid:
❌ Mistake 1: Using Prohibited Terms
Many clinics continue to use terms such as “anti-wrinkle injections,” “dermal fillers,” or specific product names like “Botox” in their advertising. According to the TGA, these references are considered direct or indirect promotion of prescription-only medicines, which is prohibited.
✅ Solution: Focus on promoting your services rather than specific products. For example, instead of saying “We offer Botox treatments,” you might say, “Our clinic provides consultations to help reduce the appearance of wrinkles.” This approach aligns with TGA guidelines and keeps your advertising compliant.
❌ Mistake 2: Using Before-and-After Images
Using before-and-after photos in advertising can be misleading and is generally prohibited under TGA regulations. Such images may create unrealistic expectations and are considered a form of direct advertising of therapeutic goods.
✅ Solution: Instead of before-and-after photos, consider sharing testimonials or general information about your services. Ensure that any testimonials used comply with TGA guidelines, avoiding any implication of specific therapeutic outcomes.
❌ Mistake 3: Advertising Prices for Prescription-Only Treatments
Advertising the prices of prescription-only treatments, such as cosmetic injectables, is considered a form of promotion and is prohibited under TGA regulations.
✅ Solution: Avoid listing prices for specific prescription-only treatments in your advertising. Instead, you can mention that pricing information is available upon consultation, which allows for personalised discussions within a compliant framework.
Final Thoughts:
Navigating the TGA’s advertising regulations can be challenging, but compliance is crucial to maintain the integrity of your clinic and protect patient safety. By avoiding these common mistakes and focusing on service-oriented, informative content, you can effectively market your clinic within the legal guidelines.
If you're unsure whether your current advertising is fully compliant — or just want peace of mind — we're here to help. Reach out for friendly, expert guidance tailored to your clinic.
