Do’s and Don’ts of Health and Wellness Marketing in Australia

In Australia, health advertising does not operate in a permissive or ambiguous environment. It is governed by two regulatory bodies: the Therapeutic Goods Administration (TGA) and the Australian Health Practitioner Regulation Agency (AHPRA), both of which enforce some of the most stringent advertising standards globally.

As of 2026, the TGA has moved into what can reasonably be described as a “proactive scrutiny” phase. The regulator is now actively monitoring digital environments, including websites, paid media and social platforms.

From TGA:

“Where serious non-compliance with the Act is identified, the TGA will take enforcement action in accordance with our regulatory compliance framework. This may include issuing infringement notices, directions or prevention notices, or initiating civil or criminal proceedings. The penalties that can be imposed for breaches of the Act include civil penalties of up to $1.65 million per breach for individuals or $16.5 million per breach for corporations, fines or imprisonment.” (Source: TGA)

At ReCo, as a health & wellness marketing agency, we see these compliance risks surface not as isolated mistakes, but as systemic gaps between strategy, content and regulation.

This guide is designed to bridge that gap, translating regulatory requirements into practical marketing decisions that protect both growth and credibility.

In Australia, health advertising does not operate in a permissive or ambiguous environment.

Danling Xiao, ReCo

What are the biggest compliance risks in Australian health marketing?

1. Advertising prescription-only medicines in Australia

“Advertising therapeutic goods to the public that contain substances included in Schedule 4 (prescription-only medicines) or Schedule 8 (controlled drugs) to the Poisons Standard is prohibited“ (Source: TGA).

Under current legislation, these substances cannot be advertised to the public under any circumstances, for example with GLP-1 & HRT advertising:

You need to move from promoting a therapeutic good to describing a clinical service. For example, “Personalised hormone management plans”, “Comprehensive menopause medical assessments” or “Doctor-led metabolic and hormonal evaluation”. This reframing is not just about compliance. It also tends to produce stronger positioning, because it places emphasis on clinical judgement and process, rather than a single intervention.

2. AHPRA testimonial rules & influencer marketing in healthcare

In Australia, testimonials relating to therapeutic goods and regulated health services are heavily restricted. The key issue is not whether a testimonial is genuine, it is whether it refers to a clinical outcome or therapeutic benefit.

Non-compliant:

Content such as: “This clinic’s menopause program fixed my brain fog and changed my life”

Additionally, health practitioners themselves are prohibited from providing testimonials entirely, whether current or former.

What to do instead

Experience-based endorsements are permitted with limits. Acceptable examples might include:

• “I felt supported throughout the process”

• “The team was professional and thorough”

User-generated content does not sit outside your responsibility. If a patient posts a comment on your page making a therapeutic claim, and you leave it visible, you are considered to be endorsing that claim.

3. Prohibited health claims under TGA advertising regulations

The TGA places specific restrictions on claims relating to what are classified as “serious conditions.” These include conditions such as osteoporosis, depression, cardiovascular disease, and others that carry significant clinical risk. (Source: Section 28 of the TGA Code)

Statements such as:

• “Prevents osteoporosis”

• “Treats clinical depression”

• “Reverses hormonal disorders”

are not permissible without prior approval, and in most marketing contexts, such approval is not granted.

What to do instead

You are permitted to inform, but not to promise outcomes. The acceptable alternative is to adopt non-absolute, supportive language, for example:

• “Supports bone health”

• “Assists with symptom management”

• “Designed to help manage perimenopausal symptoms”

4. Scientific claims in health marketing: evidence & substantiation requirements

Phrases such as “clinically proven,” “evidence-based,” or “research-backed” are not inherently prohibited, but they trigger a requirement for accessible substantiation.

What not to do

• Rely on international studies without considering Australian relevance

• Use generalised claims without linking to specific evidence

• Assume that “industry-standard knowledge” is sufficient

What to do

At a minimum, clinics should maintain what can be described as a substantiation system, which includes:

• A documented evidence file for each claim

• Clear linkage between claims and supporting data

• The ability to produce this documentation if audited

This aligns with the TGA’s 2026 focus on addressing AI-generated misinformation and deceptive endorsements, supported by increasingly sophisticated digital monitoring tools.

5. Social media compliance: managing comments & third-party claims

One of the more recent areas of enforcement relates to third-party interactions, particularly on social media platforms. You are responsible for the content that appears on your channels, including comments made by others.

What not to do

Allow statements such as: “This supplement cured my hot flushes” to remain publicly visible on your page.

What to do

• Actively monitor comments and messages

• Remove or hide non-compliant statements

• Establish a documented Social Media Acceptable Use Policy

6. Inducement in health advertising: avoiding fear-based marketing

Even where claims are technically compliant, marketing may still breach regulations if it is perceived to create fear, exaggerate urgency or pressure individuals into seeking treatment

For example:

• “Don’t ignore these symptoms. It could be serious”

• “Act now before your condition worsens”

These statements can be interpreted as encouraging unnecessary use of therapeutic interventions.

The safer and more effective position is to maintain a tone that is informational, measured and clinically grounded.

AHPRA has explicitly emphasised that advertising which minimises risks or glamorises procedures may also constitute a breach, even where claims are technically accurate.

7. Before-and-after advertising in health & aesthetic marketing

Before-and-after imagery that implies a therapeutic outcome, even indirectly, can fall within the scope of misleading advertising. (Source: Section 10, 17, 28, TGA Code)

The risk is particularly high in areas such as:

• Hormonal optimisation

• Weight management

• Aesthetic or functional improvements

A more defensible approach is to focus on the process, education and patient journey (without outcome claims).

8. “Wellness-washing” in health marketing: avoiding misleading claims

A noticeable trend in recent enforcement is the scrutiny of vague or undefined wellness terminology.

Terms such as “detox”, “rebalance hormones” and “optimise your system” may appear harmless, but can be problematic if:

• They imply a physiological effect

• They are not clearly defined

• They cannot be substantiated

9. Comparative advertising in healthcare: risks & compliance considerations

Comparative positioning is common in health marketing. Clinics often attempt to differentiate their services by referencing alternative treatments, technologies or providers.

This is not prohibited in itself. However, it is one of the highest-risk areas of advertising, particularly when it intersects with health claims.

A claim becomes problematic when it:

• Suggests that an alternative treatment is harmful, unsafe or ineffective

• Implies superiority without clear, balanced evidence

• Uses simplified or emotionally charged language to influence perception

For example, statements that frame another treatment as “damaging”, “dangerous” or “outdated” may be interpreted as misleading or inducing behaviour.

Comparative communication, if used, should be:

• Balanced: acknowledging differences without distortion

• Evidence-based: supported by verifiable data

• Mechanism-focused: explaining how treatments work, rather than judging them

What changed in 2026 for AHPRA and TGA advertising rules?

Beyond the core compliance principles outlined above, several regulatory developments in 2026 are materially changing how clinics should approach marketing and positioning.

1. New restrictions on the use of “surgeon” in Australia (2026 update)

As of early 2026, new protections around the use of the term “surgeon” have come into effect.

Clinics and practitioners can no longer use titles such as “Cosmetic Surgeon” unless the individual holds specialist registration in:

• Surgery

• Obstetrics and gynaecology

• Ophthalmology

This is a significant shift, particularly for cosmetic and aesthetic clinics that have historically used the term more broadly in branding and marketing.

2. AHPRA’s cosmetic endorsement model

The 2026–2027 period also marks the transition to a more structured endorsement model for cosmetic procedures.

Under this framework, the public register will explicitly indicate whether a practitioner has received endorsement to perform specific cosmetic procedures.

3. Quarterly TGA intelligence reviews

As of 2026, the TGA has shifted to a quarterly intelligence review model, where priority enforcement areas are updated more frequently. (Source: TGA)

What should you check before publishing health marketing in Australia?

Final note

In Australia, compliance is not simply a legal requirement. It is increasingly a signal of credibility.

The most effective health & wellness marketing in Australia is not louder. It is clearer, more structured, and grounded in evidence.

For clinics navigating growth in a regulated environment, working with a health & wellness marketing agency that understands AHPRA and TGA requirements is critical to avoiding costly missteps.

Partner with ReCo: a health & wellness marketing agency for compliant, high-growth brands

If you’re building a clinic or scaling a regulated brand, working with a health & wellness marketing agency in Australia that understands AHPRA and TGA constraints is critical to avoiding costly missteps.

At ReCo, we partner with health and wellness brands to translate complex regulatory frameworks into clear, high-performing marketing systems, from positioning and messaging to compliant acquisition strategies.

If you’re looking to build a brand that is both trusted and scalable, we’d love to work with you.

Explore our work in health & wellness marketing: Link

Sources & references

• Therapeutic Goods Administration Advertising Code & Compliance Priorities

• Australian Health Practitioner Regulation Agency Advertising Guidelines

• AHPRA Cosmetic Surgery Regulatory Changes (2023–2026 reforms)

• TGA Compliance Priorities & Digital Monitoring Updates (2025–2026)

• Image credit: Sharon Pittaway on Unsplash