Do not publish false, misleading or deceptive advertising
Ahpra advertising guidelines Misleading, 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 Misleading
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.
Advertising must not be false, misleading or deceptive, or likely to be. The guidelines treat as misleading advertising that misleads by emphasis, comparison, contrast or omission, gives partial information or leaves out important details, uses inaccurate, unbalanced or unattributed scientific information, claims effectiveness without acceptable evidence, lists conditions a treatment can 'assist with' or 'treat' without qualification, suggests registration, specialist standing or an endorsement the practitioner lacks, underplays risk, compares outcomes, professions or prices without complete information, or claims a superior service.
- Pre-publication review log recording the check against each misleading pattern
- Source and attribution file for every scientific statistic or study quoted
- A list of conditions the service 'treats' with no evidence behind each one
- Study cited without naming the researchers, sponsor or publication
| Ref | Held (yes, partly, no, not applicable) | Where it is kept | Owner | Last reviewed | Next review |
|---|---|---|---|---|---|
| Misleading |
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
- Gifts and discountsState the terms and conditions of any gift, discount or inducement
- Position titlesUse employment position titles only within their employment context
- ImagesUse images and before-and-after photographs that are genuine and comparable
- QualificationsDescribe qualifications, experience and memberships accurately
- ExpectationsDo not create an unreasonable expectation of beneficial treatment
- Checking advertisingCheck all advertising regularly and read it for overall impression
- Evidence for claimsHold acceptable evidence for every effectiveness claim
- Review functionsControl review functions you run and know where responsibility sits
- 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