Hold acceptable evidence for every effectiveness claim
Ahpra advertising guidelines Evidence for claims, stated plainly and cited to the edition held, with the evidence an auditor or the regulator asks for, the common gaps, and a free worksheet to fill in.
Advertising guidelines Evidence for claims
Ahpra and the National Boards
Guidelines for advertising a regulated health service, December 2020 edition, effective 14 December 2020
6 October 2026, Ahpra advertising guidelines page read 6 October 2026: still the current edition
Anyone advertising a regulated health service, including a practice owner who is not registered, for occupational therapy, physiotherapy and psychology services.
The printed edition predates the higher penalties for advertising offences: up to 60,000 dollars for an individual and 120,000 dollars for a body corporate, in every jurisdiction from 1 July 2024. The guidelines will be updated when next reviewed.
An advertiser must be able to substantiate claims about the effectiveness of a service with acceptable evidence, which is mostly empirical data from peer-reviewed studies and, at best, a well-conducted systematic review of randomised trials that is not selectively cited. Studies without human subjects, before-and-after studies with few controls, self-assessments, practice anecdotes, uncontrolled outcome audits and studies not applicable to the target population generally fall short. A claim without such evidence is not permitted, and the evidence behind advertising is distinct from the evidence used for clinical decisions.
- Claims register linking each advertised claim to its supporting publications and a note on study design and population
- Record of assessment against Ahpra's framework for assessing acceptable evidence
- Claim supported only by the clinic's own client survey or a single case study
- Evidence file assembled after a complaint rather than before publication
| Ref | Held (yes, partly, no, not applicable) | Where it is kept | Owner | Last reviewed | Next review |
|---|---|---|---|---|---|
| Evidence for claims |
Completing this worksheet records what your practice holds and where. It does not make a practice compliant or ready for audit, and it is not legal advice.
Related requirements
Ahpra advertising guidelines
- Use of DrMake the profession clear when a non-medical practitioner uses 'Dr'
- ExpectationsDo not create an unreasonable expectation of beneficial treatment
- Section 133Comply with section 133, the title protection provisions and the other laws that apply
- ImagesUse images and before-and-after photographs that are genuine and comparable
- ComparisonsKeep comparative claims clear, accurate and supported
- Gifts and discountsState the terms and conditions of any gift, discount or inducement
- Who advertisesIdentify who controls the advertising and take responsibility for it
- MisleadingDo not publish false, misleading or deceptive advertising
- Every page of this instrument
The same topic in other instruments (advertising)
- National Law s 113Protected titles only for persons registered in the profession
- National Law s 115Specialist titles only for specialist registrants
- National Law s 116No claims to be a registered health practitioner by unregistered persons
- National Law s 117No claims of registration in a profession or division not held
- Ahpra shared Code of conduct 8.5Advertising
- Psychology Board Code of conduct 8.7Advertising
See every requirement for your practiceSee the specimen practice