Navigating AHPRA & TGA Compliance Without Killing Your Creativity

Creating compelling marketing content for a medical clinic in Australia is no small feat—especially when you’re trying to balance creativity with the strict regulations of AHPRA and the TGA. And while these guidelines are crucial for patient safety and ethical advertising, they can sometimes feel like they smother innovation and squash all sense of personality.

But here’s the truth: compliance doesn’t have to kill creativity. In fact, when done well, compliant marketing can be some of the most effective, trustworthy, and engaging content in the medical space. The key lies in understanding the rules, knowing where the red flags are, and learning how to work within the framework rather than fight against it.

In this guide, our medical marketing agency will show you exactly how to do that. You can also use our free AHPRA compliance tool to check that your website is compliant!

First, What Are AHPRA and TGA?

Let’s get the definitions out of the way:

• AHPRA – The Australian Health Practitioner Regulation Agency works alongside 15 National Boards to regulate registered health practitioners and enforce advertising guidelines.
• TGA – The Therapeutic Goods Administration regulates medicines, medical devices, and other therapeutic products in Australia, including how they are advertised to consumers.

Together, these two bodies govern what you can say, how you say it, and where you say it—especially when it comes to promoting cosmetic procedures, health outcomes, and regulated products.

Why Compliance Matters (Yes, Even for a Social Post)

The penalties for non-compliance are no joke. From hefty fines (up to $266,400) to reputational damage, clinics can quickly find themselves in hot water for seemingly harmless content.

Common breaches include:

• Using patient before-and-after photos without strict disclaimers.
• Suggesting that your treatment will improve confidence, happiness, or self-esteem.
• Promoting the use of prescription-only medications directly to the public.

Even a poorly worded testimonial or an innocent “We’ll help you look younger” can be enough to breach advertising codes.

But here’s the good news from our medical marketing agency: compliant doesn’t mean boring. In fact, when you know the lines you can’t cross, it becomes easier to be creative in ways that still drive results.

What You Can’t Do: The Non-Negotiables

Let’s start with the hard limits. These are the areas where creativity will have to take a back seat:

No Use of Product Names

Prescription-only medicines (S4 drugs), including anti-wrinkle injectables and fillers, cannot be named or referenced in promotional content.

No Before-and-After Images Without Disclaimers

You can use before-and-after photos—but they must follow strict rules: genuine patients, consistent conditions, realistic results, and a visible disclaimer stating individual outcomes vary.

No Testimonials That Mention Clinical Outcomes

Google reviews are fine to host on your site if they’re unedited. But you can’t use curated testimonials in your marketing that claim specific results (e.g. “This fixed my acne” or “I look 10 years younger”).

No Claims of Superiority or Guarantees

Phrases like “the best cosmetic surgeon” or “guaranteed results” breach AHPRA’s truth-in-advertising principles. You can’t promise or imply a particular outcome.

No Emotional, Aspirational or Misleading Language

Language that suggests treatments will change your life, boost your confidence, or solve emotional issues is out of bounds. Marketing must remain factual, neutral, and evidence-based.

What You Can Do: Compliant Creativity in Action

Now for the fun part. Just because the rules are strict doesn’t mean you have to produce dull, lifeless content. Here’s what you can do to stay compliant and still connect with patients in a meaningful way.

Educate Instead of Sell

Turn your marketing into a reliable source of information. Use blog articles, FAQs, and videos to explain procedures in plain English without overselling.

Example:

• “What to Expect During a Skin Volumising Treatment”
• “Understanding the Difference Between Surface and Deep Wrinkles”
• “How Cosmetic Doctors Approach Skin Smoothing Safely and Effectively”

This builds trust, positions your clinic as the expert, and avoids promotional pitfalls.

Showcase Your Expertise

You can’t say “We’re the best,” but you can highlight your experience, training, and medical background.

Try:

• “Dr Jane Smith, a GP with a Diploma in Clinical Dermatology, has been treating skin health concerns for over 12 years.”
• “Our clinic is led by fully qualified doctors with advanced training in cosmetic medicine.”

This builds credibility without making unprovable claims.

Focus on Patient Experience (Not Results)

Talk about what the journey is like—booking a consultation, receiving personalised advice, having a doctor-led treatment plan, and accessing follow-up care.

You can say:

• “We take time to listen to your concerns before recommending a tailored treatment plan.”
• “Our team provides honest advice about which procedures are right for you—and which aren’t.”

It keeps the emphasis on safety, professionalism, and service—not promises.

Use Lifestyle Imagery and Tone

Since before-and-after images can be risky, replace them with high-quality lifestyle photos that reflect your brand and audience—without implying unrealistic outcomes.

You can also use tone and voice to inject personality into your brand.

For example:

• “Science meets skincare at our Shepparton clinic.”
• “Doctor-led treatments designed for skin that works hard and deserves better.”

It’s engaging without being pushy.

Create Strong CTAs That Are Still Compliant

While you can’t say “Look 10 years younger now!”, you can say:

• “Book a consultation with a qualified cosmetic doctor.”
• “Chat to our team about treatment options tailored to your goals.”
• “We’re here to guide you with honest, expert advice.”

Clear, actionable, and still AHPRA-compliant.

Social Media: Where Mistakes Happen Most

As a leading medical marketing agency in Australia, we know that Instagram, Facebook, and TikTok are the biggest compliance danger zones for cosmetic clinics. Here’s how to avoid common traps:

• Never post stories with countdowns like “Sale ends in 2 hours” or “Get smooth skin today.”
• Don’t let influencers tag your clinic while describing or promoting their injectable results.
• Always vet your UGC (user-generated content) for compliance breaches before reposting.
• Avoid using icons or visuals that imply a cause-and-effect transformation.

Instead, focus on:

• Educating with short videos.
• Sharing clinic updates, doctor bios, and behind-the-scenes content.
• Highlighting your consultation process and ethical care approach.

Why Most Clinics Get It Wrong

Many clinics make compliance mistakes because they:

• Use overseas agencies unfamiliar with AHPRA and TGA rules.
• Try to copy what competitors are doing—without realising those competitors are breaking the rules.
• Rely on staff or influencers who don’t understand healthcare marketing regulations.

The reality? Just because something looks common doesn’t mean it’s compliant. And just because a social media post gets likes doesn’t mean it’s legal.

How We Help: Compliance with Creativity

At our medical marketing agency, we specialise in navigating AHPRA and TGA regulations while building high-performing marketing strategies that still feel engaging, modern, and true to your brand.

Our content marketing team will:

• Write blog posts, website content, and social media copy that aligns with your tone—without breaching guidelines.

Our PPC team will:

• Develop compliant lead generation funnels and ad campaigns that work within regulations.

Our digital marketing specialists:

• Offer website audits and social content reviews to catch potential compliance issues before they cause harm.

And yes—we can even make your website feel fresh, creative, and brand-driven without ever naming an injectable.

Stay Compliant, Stay Credible, Stay Booked

Regulatory compliance in the medical and cosmetic space isn’t optional—it’s essential. But that doesn’t mean you have to sacrifice creativity, storytelling, or brand identity. When you know the rules, you can create smarter, sharper content that builds trust, attracts the right patients, and grows your clinic the right way.

Want to see what that looks like in practice? See our results for yourself or book a free strategy call with our medical marketing agency now—and let’s build a compliant, creative marketing plan that is a fully compliant patient-generating machine!