What evidence does an auditor or the regulator ask for under Advertising guidelines Expectations?

Copy review record against each prohibited expectation pattern; Risk information supplied alongside each advertised treatment

Rules / Ahpra advertising guidelines

AdvertisingAhpra advertising guidelinesahpra-advertising-guidelines--expectations-do-not-create-an-unreasonable-expectation-of

Requirement

Do not create an unreasonable expectation of beneficial treatment

Ahpra advertising guidelines Expectations, 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.

Clause

Advertising guidelines Expectations

Regulator

Ahpra and the National Boards

Edition held

Guidelines for advertising a regulated health service, December 2020 edition, effective 14 December 2020

Checked current

6 October 2026, Ahpra advertising guidelines page read 6 October 2026: still the current edition

Who it applies to

Anyone advertising a regulated health service, including a practice owner who is not registered, for occupational therapy, physiotherapy and psychology services.

Every clause in the standards library

Ahpra advertising guidelines on the standards library

Under review, not in force

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.

ExpectationsDo not create an unreasonable expectation of beneficial treatmentsource

Requirement, our statement of the clause

Advertising must not create an unreasonable expectation of beneficial treatment. Examples are exaggerated outcomes or recovery times, overstated benefit, words such as safe, effective, risk-free or pain-free without acknowledging adverse reactions or mixed evidence, unsubstantiated suggestions that health will suffer without the service, claims of infallibility, miracle or guaranteed cure, exclusive remedies and unrealistic outcome photographs. Personal anecdotes from the advertiser can create the same expectation.

Evidence that typically shows this

Copy review record against each prohibited expectation pattern
Risk information supplied alongside each advertised treatment

Common gap to check

'Guaranteed results' on a treatment page
Practitioner's personal story presented as proof the treatment works

Worksheet: what your practice holds, and where

Ref	Held (yes, partly, no, not applicable)	Where it is kept	Owner	Last reviewed	Next review
Expectations

Download the worksheet (CSV)Print the worksheet (A4)

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

Evidence for claimsHold acceptable evidence for every effectiveness claim
ImagesUse images and before-and-after photographs that are genuine and comparable
Use of DrMake the profession clear when a non-medical practitioner uses 'Dr'
Gifts and discountsState the terms and conditions of any gift, discount or inducement
Section 133Comply with section 133, the title protection provisions and the other laws that apply
MisleadingDo not publish false, misleading or deceptive advertising
ComparisonsKeep comparative claims clear, accurate and supported
Position titlesUse employment position titles only within their employment context
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 practice See the specimen practice