The Australian Health Practitioner Regulation Agency (AHPRA) has strict advertising guidelines that prohibit the use of testimonials in healthcare marketing. These rules aim to protect the public from misleading claims and ensure ethical advertising by registered health practitioners.
What is considered a testimonial?
Under the National Law (Section 133), health practitioners cannot use testimonials in advertising their health services. This applies to testimonials about clinical care and outcomes — whether they’re on your website, social media, or any other form of marketing.
AHPRA defines a testimonial as any statement that includes an assessment of:
- The clinical aspects of care
- The effectiveness or outcome of treatment
- The quality of the practitioner’s skills or expertise
Any form of advertising that includes a testimonial – whether on a website, social media, brochures, or other marketing material – breaches AHPRA guidelines.
What is not allowed (examples)
The following examples are prohibited under AHPRA’s regulations:
- “Dr. Jane helped me recover from chronic migraines in just three sessions!”
- “Best physio ever! My pain disappeared after one visit.”
- “I struggled with anxiety for years, but therapy here changed my life!”
- “This chiropractor truly knows how to fix back problems. Highly recommend!”
Even if unsolicited, testimonials about clinical care cannot be used in marketing.
What is allowed (examples)
You can use certain types of feedback that do not reference treatment outcomes. Examples of compliant feedback include:
- “The clinic is clean, welcoming, and well-organised.”
- “The reception staff is friendly and helpful.”
- “Easy to book appointments and great location!”
- “The team is professional and made me feel comfortable.”
Managing online reviews
Can I ask for reviews?
Yes, you can encourage clients to leave reviews on external platforms like Google or Facebook. However, you must not:
- Encourage or request clients to leave reviews about their clinical outcomes or treatment effectiveness.
- Selectively showcase only positive reviews in your advertising.
- Remove or filter negative reviews (unless they are false, misleading, or inappropriate).
- Repurpose or feature reviews that discuss treatment effectiveness.
✅ Allowed:
“We appreciate your feedback! If you’d like to leave a review about your experience with our clinic, you can do so on Google or Facebook.”
❌ Not Allowed:
“If our treatment has helped improve your condition, please leave a review and share your success story!”
Responding to reviews
If a client leaves a review mentioning clinical care, your response should avoid discussing treatment details.
✅ Compliant Response:
“Thank you for your feedback! We appreciate you sharing your experience.”
❌ Non-Compliant Response:
“We’re so happy we could fix your knee pain! Our treatment works wonders.”
Are you responsible for removing testimonials about clinical care?
No, you are not responsible for removing testimonials about clinical care from external platforms that you do not control. However, you must not use such testimonials in your advertising materials. If a review on Google includes a prohibited testimonial, you are not required to remove it, but you should avoid engaging with or promoting it in any way.
Examples:
✅ Allowed: “The clinic has a calming atmosphere and professional staff.”
❌ Not Allowed: “My anxiety is gone thanks to this therapy!”
✅ Allowed: “Booking appointments is easy and efficient.”
❌ Not Allowed: “This treatment cured my back pain in just one session!”
While you cannot control all online reviews, you should not engage in advertising that includes testimonials discussing clinical care. This includes sharing or repurposing such reviews on your website or marketing materials.
Do you need to disable reviews to prevent prohibited testimonials?
No, AHPRA does not require health professionals to disable or turn off reviews on external platforms. However, if your platform allows, you may choose to disable reviews to prevent potential compliance risks. While you cannot control what people post on third-party platforms, you should ensure that no testimonials about clinical care are featured in your own advertising or marketing materials.
Consequences of non-compliance
Breaching AHPRA’s advertising guidelines can result in:
- Fines
- Regulatory action
- Damage to your professional reputation
If you identify a non-compliant testimonial on your website or marketing materials, remove it immediately to avoid potential penalties.
Ethical marketing alternatives
Instead of testimonials, consider using:
- Educational content: Blog posts, FAQs, or videos explaining common health concerns and treatment options.
- Professional credibility: Highlight your qualifications, expertise, and professional development.
- Word-of-mouth referrals: Satisfied clients can still recommend your services privately.
General recommendations
To ensure compliance and maintain ethical marketing practices, consider the following recommendations:
- Regularly review your advertising materials to ensure they align with AHPRA’s guidelines.
- Train staff on compliance so that they understand what can and cannot be used in marketing.
- Monitor and manage online reviews by setting up alerts for new feedback and ensuring responses remain professional.
- Stay updated with AHPRA’s regulations, as advertising guidelines may change over time.
- Consult a legal or compliance expert if you’re unsure about the suitability of specific marketing materials.
Conclusion
AHPRA’s strict stance on testimonials ensures that healthcare advertising remains ethical and evidence-based. By focusing on transparent and compliant marketing strategies, you can build trust with potential clients while adhering to legal requirements.
For further details, refer to AHPRA’s official Advertising Guidelines.