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

Photography protocol and image consent and authenticity records; Log of any retouching with the explanation shown to the audience

Rules / Ahpra advertising guidelines

AdvertisingAhpra advertising guidelinesahpra-advertising-guidelines--images-use-images-and-before-and-after-photographs-that-are

Requirement

Use images and before-and-after photographs that are genuine and comparable

Ahpra advertising guidelines Images, 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 Images

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.

ImagesUse images and before-and-after photographs that are genuine and comparablesource

Requirement, our statement of the clause

Images must not imply a benefit that cannot be attributed to the advertised treatment and must not be edited or enhanced without explanation. Before-and-after photographs are less likely to mislead where content, camera angle, background, framing, exposure, posture, clothing, make-up, lighting and contrast are as alike as possible, any alteration is explained and the treatment is the only visible change.

Evidence that typically shows this

Photography protocol and image consent and authenticity records
Log of any retouching with the explanation shown to the audience

Common gap to check

Filtered or retouched after photograph with no explanation
Different lighting between the before and after images

Worksheet: what your practice holds, and where

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

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

ExpectationsDo not create an unreasonable expectation of beneficial treatment
Gifts and discountsState the terms and conditions of any gift, discount or inducement
Evidence for claimsHold acceptable evidence for every effectiveness claim
MisleadingDo not publish false, misleading or deceptive advertising
Use of DrMake the profession clear when a non-medical practitioner uses 'Dr'
Position titlesUse employment position titles only within their employment context
Section 133Comply with section 133, the title protection provisions and the other laws that apply
QualificationsDescribe qualifications, experience and memberships accurately
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