Advertising guidelines for cosmetic procedures begin

New Australian Health Practitioner Regulation Agency (AHPRA) guidelines aimed at clamping down on exploitative advertising for higher-risk non-surgical cosmetic procedures have come into effect.
 
The regulator’s guidance for practitioners who perform non-surgical cosmetic procedures also kicked in this week, although medical practitioners are already covered under separate guidelines that entered into force in 2023.
 
The advertising guidelines, which were distributed in advance in June, stipulate that only real images should be used, and that they should ‘avoid airbrushing or editing that misleads the public’.
 
They also require a warning that results may vary for other patients, while AHPRA says the guidance strengthens the ban on the use of testimonials from social media influencers.
 
‘Unfortunately, exploitative advertising has increased as fast as patient demand,’ said Medical Board of Australia Chair Dr Susan O’Dwyer.
 
‘We have tightened the rules to support patients, so they can make safe and informed choices.’
 
Advertising aimed at those aged under 18 years will be banned, while a seven-day cooling off period for those in the same age bracket who are considering non-surgical cosmetic work is now mandated following an initial consultation.
 
AHPRA CEO Justin Untersteiner said the guidelines prioritise patient safety.
 
‘If we find practitioners prioritising profits over patient care, we will not hesitate to act,’ he said. 
 
The regulator also warned that many health practitioners will need more qualifications beyond their initial training to perform non-surgical procedures such as cosmetic injections safely, with nurses now needing to complete a set period of practice before expanding their scope.
 
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