New standards for cosmetic advertising introduced
02 Sep 2025
New rules for advertising non-surgical cosmetic procedures
The Australian Health Practitioner Regulation Agency (AHPRA) has introduced new guidelines to stop misleading and exploitative advertising for non-surgical cosmetic procedures. These rules came into effect this week, following the release of draft guidance in June.
The guidelines state that only real, unedited images can be used in advertising, and results must be shown honestly. Ads must also include a clear warning that outcomes can differ between patients. Social media influencers are now banned from using testimonials to promote cosmetic procedures.
Advertising directed at under-18s is banned completely. Young people considering cosmetic procedures must also follow a seven-day cooling-off period after their first consultation before going ahead.
Medical Board of Australia Chair Dr Susan O’Dwyer said the changes were necessary:
“Exploitative advertising has increased as fast as demand. We have tightened the rules to support patients so they can make safe and informed choices.”
AHPRA CEO Justin Untersteiner said patient safety is the priority:
“If practitioners put profits before patients, we will not hesitate to act.”
The regulator also warned that many practitioners will need extra training and qualifications to safely perform procedures like cosmetic injections. Nurses, for example, must now complete additional supervised practice before expanding their scope.
Source Racgp