The compliance crisis
AHPRA assessed 775 advertising complaints in 2024/25, more than double the 380 assessed in 2022/23. Of those, 356 (46%) were treated as criminal offences under the Health Practitioner Regulation National Law.
In 2023, AHPRA reached its 100th criminal prosecution for advertising breaches. Proposed legislative reforms will increase penalties from $5,000 to $60,000 per offence for individuals and $120,000 for body corporates.
And AHPRA is no longer waiting for complaints. It is now using AI tools to proactively scan medical websites and social media for non-compliant advertising.
Most medical websites are non-compliant
A 2023 study published in the Australian Dental Journal found that 85% of dental practice websites contained at least one advertising breach. Studies of chiropractor and physiotherapist websites have found similar rates. There is no reason to think medical practice websites are better.
Common breaches we find in website audits:
- Prohibited terms — "expert", "best", "leading", "top", "world-class", "guaranteed", "painless", "no side effects"
- Testimonials — embedded Google reviews that reference clinical outcomes, patient quotes about treatment results
- "Specialist" misuse — using "specialist" without holding AHPRA specialist registration
- Before-and-after photos — without appropriate context or in specialties where they are not permitted
- Urgency language — "don't delay", "book now before it's too late", language encouraging indiscriminate use of services
- Unbalanced claims — stating benefits of a procedure without mentioning risks
- Treatment guarantees — "proven results", "guaranteed outcomes", "permanent solution"
What happens if your website is non-compliant
AHPRA's enforcement process can include:
- A written direction to remove or modify the advertising
- A formal caution
- Criminal prosecution (for serious or repeated breaches)
- Fines of up to $5,000 per offence (proposed: $60,000)
- Publication of the prosecution outcome (creating a new negative search result)
The prosecution itself becomes a public record that appears in Google search results for your name.
Our compliance review
We audit your existing website against AHPRA's Guidelines for Advertising a Regulated Health Service and the National Law. The review covers:
- Every page on your site, including blog posts and archived content
- All text content checked against AHPRA's prohibited terms and principles
- Testimonial and review compliance (including embedded third-party reviews)
- Use of protected titles ("specialist", "surgeon")
- Before-and-after imagery assessment
- Social media profiles linked from your site
- Google Business Profile content
We deliver a clear report identifying every compliance issue and what needs to change.
Free compliance check
We offer a free, no-obligation compliance check of your medical practice website. If your site is compliant, we will tell you. If it is not, we will show you exactly what needs to change and quote for the fixes.
Contact: clare@narrativedigital.com.au
Frequently Asked Questions
Is an AHPRA compliance audit really free?
Yes. We offer a free initial compliance check as a service to the profession. If issues are found, we provide a quote for remediation, but there is no obligation.
What are the penalties for non-compliant medical advertising?
Currently up to $5,000 per offence for individuals and $10,000 for corporates. Proposed reforms will increase these to $60,000 and $120,000 respectively. AHPRA treats each non-compliant statement as a separate offence.
Does AHPRA really use AI to scan websites?
Yes. AHPRA has publicly stated it is using technology tools, including AI, to proactively identify non-compliant advertising on websites and social media.
Can I use Google reviews on my medical website?
Embedding Google reviews that reference clinical outcomes or treatment results can breach AHPRA advertising guidelines. Even if the patient wrote the review voluntarily, displaying it on your website makes it your advertising.