Advertising (non-surgical) cosmetics: new rules

New Ahpra guidelines will come into effect on 2 September 2025 for advertising cosmetic procedures such as Botox, dermal fillers, thread lifts, PRP and dental veneers. The guidelines set out the types of advertising that will breach the National Law and the professional expectations of the National Boards.

To comply with the guidelines, websites, social media and other advertising will need to be reviewed, including factors such as:

• information on registration details, risks, recovery times, and warnings
• not using terms such as ‘world renowned’, safe’, painless’, happier you’ or ‘restore self-esteem’
• images (before & after and single images)
• the use of influencers
• avoiding testimonials, including not liking or sharing patient comments or reviews on a third-party website
• not using automated tools to predict post-procedure appearance
• not targeting under-18s.

For further information see:

• Guidelines for advertising higher risk non-surgical cosmetic procedures
• FAQs: Higher risk non-surgical cosmetic procedure advertising

In addition to these new guidelines, there are existing guidelines for advertising cosmetic surgery:

• Guidelines for registered medical practitioners who advertise cosmetic surgery

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