AHPRA Advertising Guidelines for Dentists

If you have ever wondered whether you can use patient reviews on your website, or call yourself a "cosmetic dentist," you are not alone. AHPRA's advertising rules confuse a lot of practitioners—and getting them wrong can cost you thousands.

Under the National Law, all advertising by registered health practitioners must be accurate, not misleading, and not create unreasonable expectations. Sounds simple enough. But the devil is in the detail.

The testimonial ban

This is the one that trips up most dentists. You cannot use testimonials about clinical aspects of your services. That means no sharing patient reviews that say "My veneers look amazing" or "Dr Smith fixed my smile." Even if the review is genuine and unsolicited.

Google reviews present a particular headache. You cannot feature them on your website if they mention treatment outcomes. And while you cannot control what patients write on Google, you should not be actively encouraging reviews about clinical results.

What you can share: reviews about non-clinical aspects. "Friendly staff," "easy parking," "comfortable waiting room"—these are generally fine because they do not relate to treatment outcomes.

The "specialist" trap

This catches a lot of dentists out. The word "specialist" is protected under the National Law. You can only use it if you hold specialist registration in one of the 13 recognised dental specialties.

If you have completed postgraduate training in cosmetic dentistry, implants, or orthodontics but do not hold specialist registration, you cannot call yourself a specialist—no matter how experienced you are.

Safe alternatives that will not land you in trouble:

• "Dentist with a special interest in cosmetic dentistry"
• "Experienced in implant placement"
• "Focus on orthodontic treatments"

The key is to describe what you do without implying you hold a qualification you don't have.

Before and after photos

Good news: you can use before and after photos. But there are rules. You need written patient consent, and you should include a disclaimer stating that results vary between individuals. The images should not be edited or enhanced in ways that could mislead—no Photoshopping teeth whiter than they actually are.

Claims you need to avoid

Beyond testimonials and the specialist issue, watch out for:

• Superiority claims – "Best dentist in Sydney" or "Number one rated practice" are off-limits unless you can prove them objectively
• Guaranteed outcomes – You cannot promise results because every patient is different
• Gifts that encourage treatment – Offering a free iPad with every smile makeover could be seen as encouraging unnecessary treatment

What about social media?

The same rules apply. If anything, AHPRA pays closer attention to social media because it is so public. That Instagram post showing a patient's smile transformation? Make sure you have consent, include appropriate disclaimers, and do not make claims about guaranteed results.

The penalties

AHPRA does not just send warning letters. They can issue fines of up to $5,000 for individual practitioners and $10,000 for practices—per breach. Multiple breaches on your website could add up quickly. In serious cases, they can place conditions on your registration.

The regulator actively monitors advertising. They use automated tools to scan websites and social media, and they follow up on complaints from the public and other practitioners.

How to check your marketing

AHPRA offers a free Advertising Self-Check Tool on their website. It walks you through common issues and helps you identify problems before they become complaints. Worth running through your website and any marketing materials.

If you are unsure about something specific, consider getting legal advice. The cost of a quick review is far less than the cost of a penalty—or the reputational damage from being publicly sanctioned.