Identify who controls the advertising and take responsibility for it
Ahpra advertising guidelines Who advertises, 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 Who advertises
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.
Whoever publishes or authorises advertising content, directs someone to write or publish it, or can change or remove content published by an unrelated publisher is the advertiser and carries the obligation. That covers practitioners, unregistered individuals, partnerships and corporate entities, and it includes content written by staff, agencies or other third parties on their behalf, which the advertiser must check.
- Register of advertising channels (website, social media, directories, print) with the named person who authorises each
- Agency or contractor briefs and sign-off records for content produced on the clinic's behalf
- Marketing agency publishes copy that nobody in the clinic reviewed
- No one named as owner of the clinic's social media accounts
| Ref | Held (yes, partly, no, not applicable) | Where it is kept | Owner | Last reviewed | Next review |
|---|---|---|---|---|---|
| Who advertises |
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
- ComparisonsKeep comparative claims clear, accurate and supported
- Section 133Comply with section 133, the title protection provisions and the other laws that apply
- Use of DrMake the profession clear when a non-medical practitioner uses 'Dr'
- Evidence for claimsHold acceptable evidence for every effectiveness claim
- ExpectationsDo not create an unreasonable expectation of beneficial treatment
- ImagesUse images and before-and-after photographs that are genuine and comparable
- Gifts and discountsState the terms and conditions of any gift, discount or inducement
- 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