Australian practices face some of the clearest advertising rules for health services. If you market a registered health service, you need to understand Ahpra’s requirements, especially around testimonials. This guide explains them simply and shows which digital marketing still works.
Check the current guidelines on the Ahpra website before publishing any advertising.
The Testimonial Rule
According to Ahpra, testimonials cannot be used to advertise a regulated health service or a business that provides one. A testimonial is a recommendation or positive statement about the clinical aspects of a service, such as patient success stories. Clinical aspects include symptoms, diagnoses, treatments, outcomes and a practitioner’s skills.
- Comments about customer service or communication style are not testimonials and may be used.
- Patients can still post reviews on platforms. The rule applies when an advertiser uses them to promote a service.
- On your own social media that promotes a service, clinical testimonials are not allowed.
You Are Responsible for Your Marketing
Ahpra says the advertiser, meaning whoever controls the advertising, is responsible for compliance. That includes content posted by staff, third parties or a marketing agency on your behalf. Review everything before it goes live.
Be Careful With Editing Reviews
Selecting or editing reviews can be misleading, for example removing negative parts. Engaging with reviews on third-party sites may also count as using a testimonial in advertising, so check the guidance.
Digital Marketing That Works for Australian Practices
- Local SEO: Google Business Profile, suburb and city pages. See local SEO.
- Helpful content: clear treatment explanations and practitioner qualifications, stated accurately.
- Google Ads: target service plus location searches. See Google Ads.
- Service-focused reviews: encourage feedback about experience, and read online reviews for doctors.
- Privacy-aware tracking: see healthcare tracking pixels and Meta Ads.
Compliance Checklist
- Remove clinical testimonials from your website and social media
- Check what your agency publishes for you
- Do not edit reviews to look better
- Keep claims accurate and supported
- Re-read the Ahpra advertising guidelines regularly
Frequently Asked Questions
Can I reply to Google reviews?
Check Ahpra’s guidance. Engaging with reviews on third-party sites may count as using a testimonial.
Can I turn off reviews on my Facebook page?
Ahpra suggests disabling the review function may help if you cannot remove testimonials on social media.
The Bottom Line
Skip clinical testimonials, own your content and focus on local SEO, helpful information and compliant ads. See our healthcare marketing hub or request a free audit.
Official source to check: Ahpra testimonial tool.
Disclaimer: This article is for general information only and is not legal, medical or compliance advice. Prices, features, policies, laws and results can change or may not apply to your situation, and we do not guarantee accuracy, outcomes or future performance. Please verify important details, including pricing, regulations and commitments, with the official source or website, or a qualified professional, before acting on them.