Take a thank-you review, a before-and-after photo, or a “book before it’s too late” banner. Each looks harmless, yet each can breach AHPRA advertising rules.
Those rules cover your website, social pages, and directory listings. They also cover anything your agency posts for you, because advertisers are responsible for content made on their behalf. A breach is a crime, with fines of up to $60,000 per offence for a person and $120,000 for a company.
This guide shows what you can promote, what you can’t, and where the dental grey areas sit. It is general information, not legal advice.
What Counts as Advertising Under the National Law?
The AHPRA advertising guidelines define advertising as any public message that promotes a health service to attract patients. For example, a Facebook post, a comment under it, and a directory listing can all count. The rules apply to dentists, to owners who aren’t dentists, and to companies.
All AHPRA dental advertising guidance builds on section 133 of the National Law, which bans ads that:
- are false, misleading, or deceptive
- offer a gift or discount without stating the terms
- use testimonials
- create an unreasonable hope of benefit from treatment
- push people to use health services they may not need
What You Can Promote
You can promote your services, as long as your claims are accurate and clear. Here is what AHPRA allows, and the conditions that come with it.
- Treatments and services. Describe them in plain, neutral words, and include the risks.
- Qualifications and titles. Keep them correct. If you use “Dr”, also state your profession, such as Dr Jones (dentist).
- Prices. Show the total price instead of only a first consult or a starting cost.
- Offers. State the terms, and also make them easy to find.
- Reviews about service. Comments on customer service or communication that don’t mention treatment aren’t testimonials, according to AHPRA.
- Before-and-after photos. Use real, unedited images, and make clear how the treatment caused the result.
- Education. Oral health tips and explainers are fine too, as long as they stay factual and don’t promise results.
What You Can’t Promote
Some content is off limits, even when it is true and the patient is happy.
- Testimonials. The AHPRA testimonials rule is strict. A testimonial is praise about symptoms, diagnosis, treatment, or outcome. You must remove them from any page you control, including your clinic’s Facebook page.
- Patient stories. Journeys and anecdotes about results can set unrealistic hopes, so leave them out.
- Specialist claims. Only dentists with specialist registration can use a specialist title. As a result, words like “specialises in” can mislead if you don’t hold it.
- Unproven comparisons. Claims such as “best dentist in town” need clear evidence, so avoid them without it.
- Pressure tactics. Phrases like “don’t miss out” or “for a limited time only” may be unlawful when they link to unproven health claims.
- Unneeded check-ups. Also, don’t push regular visits where there is no clinical need or evidence.
Dental Grey Areas
Worth knowing: AHPRA says it can’t list every ad that will or won’t breach the law. So use judgement, and get advice when a claim feels borderline.
First, reviews cause the most confusion. You aren’t responsible for reviews on other sites. However, AHPRA says engaging with them may count as using a testimonial. So think twice before liking or replying to a glowing review. Our guide to Google reviews for dentists covers how to build reviews safely.
Next, social media is another trap. AHPRA’s cosmetic guidelines say posts on public or private profiles can be ads, including comments from the dentist. For example, a reply thanking a patient for a great result could breach the rules.
Finally, veneers need extra care. AHPRA’s cosmetic advertising guidelines, issued on 2 September 2025, name dental veneers as a higher risk procedure. Among other things, they require:
- the treating dentist’s registration number when you name them
- real before-and-after images with matching light and no filters
- a clear warning that results vary
- no images of, or ads aimed at, people under 18
- no words like “painless”, “perfect”, or “magic hands”
The list of higher risk procedures isn’t complete, so check any other cosmetic service you promote. Our guide to AHPRA’s 2026 changes goes deeper.
Products matter too, because the TGA’s rules also apply where you promote therapeutic goods.
A Pre-Publish Checklist
AHPRA advertising compliance is easier with a routine. So before anything goes live, ask these questions, and run the same check on posts, emails, and ads your agency drafts.
- Is every claim true, clear, and backed by evidence?
- Does it include any patient praise about treatment or results?
- Are offers shown with easy-to-find terms?
- Do titles and qualifications match the register?
- Are the images real, unedited, and shared with consent?
- Does the wording avoid pressure, guarantees, and “best” claims?
- Have you checked what your agency or staff posted?
Ready to Tidy Up Your AHPRA Advertising?
In short, AHPRA advertising rules come down to three things: accuracy, balance, and no testimonials. So check your website, social pages, and listings against the checklist, and fix what doesn’t pass. Then review your content often, because the rules and your marketing both change.
Let’s help your clinic promote its services with confidence. Dental Rank specialises in dental marketing across Australia, and our social media management keeps AHPRA in mind from the first draft.
Book a free consultation if you’d like a second pair of eyes on your content.
Frequently Asked Questions
What Are the AHPRA Advertising Guidelines for Dentists?
They are the Guidelines for advertising a regulated health service, which apply to dentists alongside the National Law. In short, they explain how to meet section 133. Dentists who offer higher risk cosmetic procedures, such as veneers, must also follow AHPRA’s cosmetic advertising guidelines.
Can a Dental Practice Show Google Reviews on Its Website?
Be careful, because AHPRA says ads must not use testimonials about treatment, and your website counts as advertising. Reviews that only mention service or communication aren’t testimonials. However, get your wording checked before you publish any review.
Can I Use Before-and-After Photos in Dental Advertising?
Yes, but with care. The images must be real, unedited, and clear about how the treatment caused the result. For veneers, extra rules apply, such as matching light, a results-vary warning, and a note on when the “after” photo was taken.
Does AHPRA Treat Social Media Posts as Advertising?
Yes. AHPRA says social media content can be advertising if it relates to a health service. That includes posts and comments from the dentist. So the same rules on testimonials, offers, and claims apply.
Who Is Responsible for Advertising an Agency Creates?
You are, because AHPRA says advertisers must check content made on their behalf. For higher risk cosmetic procedures, AHPRA also says each practitioner must show they took reasonable steps to fix non-compliant advertising of their services.
