The Medical Board’s cosmetic surgery advertising guidelines: 7 key rules to know

On 1 July 2023, the Medical Board of Australia introduced cosmetic surgery advertising guidelines designed to protect patients and promote responsible practices within the industry. 

If you’re an Ahpra-registered medical practitioner offering cosmetic surgery, understanding these guidelines is essential. Non-compliance can result in legal prosecution or disciplinary action by the Medical Board or Ahpra.

In this article, we unpack the key advertising rules so you can help ensure your practice is compliant.

The Medical Board’s advertising guidelines apply to medical practitioners who perform cosmetic surgery procedures that require cuts beneath the skin; some examples being breast augmentation, facelifts and liposuction.

The guidelines don’t apply to practitioners who perform non-surgical cosmetic procedures, such as Botox injections or dermal fillers. Let’s look at the key requirements:

1. Responsible and ethical practices

The guidelines state that practitioners must avoid exploiting vulnerabilities or insecurities in order to drive demand for cosmetic surgery. Advertising must also not target unsuitable individuals, such as those with psychological conditions like Body Dysmorphic Disorder.

Advertisements need to provide clear, accurate information about all associated costs, including fees for anaesthesia, aftercare and consultations, to help patients make informed decisions.

2. Accurate representation of qualifications

Patients usually rely heavily on a practitioner’s qualifications when making decisions. The Medical Board’s cosmetic surgery advertising guidelines require that all practitioner qualifications, experience, registrations and professional memberships are presented clearly and truthfully. For instance:

• Acronyms must be explained to avoid confusion.
• Terms like “magic hands,” “sculptor” or “the best in the business” are prohibited in order to prevent misleading claims about expertise.

3. Incentives are prohibited

The guidelines ban promotions and incentives that encourage people to undergo cosmetic surgery. This includes:

• Discounts tied to specific booking dates.
• Package deals bundling multiple procedures.
• Offering benefits like spa treatments with surgery.
• Referral bonuses or gifts.

4. Taking responsibility for social media influencers

Practitioners who use influencers are responsible for the content the influencer makes that’s connected to their practice and must ensure that content complies with the Medical Board’s cosmetic surgery advertising guidelines.

5. No testimonials or social media reviews

The guidelines prohibit using testimonials in cosmetic surgery advertising. This includes:

• Patient stories or success stories.
• Statements about the practitioner’s skills or the outcomes of the surgery.

The ban on testimonials also extends to indirect use, such as:

• Re-sharing patient posts or reviews.
• Linking to third-party testimonials.
• Allowing patients to publish testimonials on social media controlled by the practitioner. For example, via comments on the practitioner’s Instagram page.

6. Responsible use of imagery

The guidelines specify that images must not idealise cosmetic surgery, mislead about possible outcomes or promote unreasonable expectations. This requires that:

• Disclaimers must be included that state that results vary from person to person.
• ‘Before and after’ comparisons should be as consistent as possible in content, lighting, camera angle, background, framing, posture, clothing and makeup.
• No editing or enhancement through filters, retouching or other forms of alteration should be applied to images.
• Images and videos must not include music, dancing, singing or comedic commentary.
• Sexualised poses or clothing must be avoided.

7. Transparent communication of risks

Cosmetic surgery comes with inherent risks and recovery requirements. Advertisements must reflect this by:

• Providing clear and accurate information about recovery times and aftercare.
• Avoiding terms like “quick,” “simple” or “gentle,” which can downplay the realities of recovery.
• Excluding language encouraging unhealthy comparisons, such as “get her look.”

8. Using patient images

Practitioners must obtain explicit written consent from a patient to use their image in any promotional material. Patient’s must:

• Be informed about where and for how long their images will be used.
• Have the right to view images before publication.
• Be allowed to withdraw consent at any time, with images being promptly removed.

9. Non-clinical terms and emojis

The Medical Board’s cosmetic surgery advertising guidelines prohibit the use of non-clinical terms without using the medical term for the surgery. For example, using the term “tummy tuck,” which may undermine the seriousness of the procedure.

Practitioners must also refrain from using terms that idealise cosmetic surgery, like “amazing,” “perfect” or “transformation.” Using emojis in advertising text, images or in response to images (for example, in social media comments) is also off limits.

These were just some of the requirements of the Medical Board’s cosmetic surgery advertising guidelines, which you can view in full on its website. If you weren’t aware of these guidelines, it’s essential that you:

• Review all your existing advertising materials to ensure compliance.
• Train staff to understand and implement the updated standards.
• Reframe marketing strategies to prioritise patient safety and informed decision-making.

In addition to the advertising rules, practitioners who perform cosmetic surgery or non-surgical procedures must adhere to a range of other guidelines set by the Medical Board. Download our practical guide for an easy-to-understand explanation of:

• The rules for patient referrals, cooling-off periods and psychological screening.
• What you need to do to gain patient consent.
• The requirements for practitioner training and facilities.
• How PracticeHub can help simplify cosmetic surgery compliance.