Navigating New AHPRA Guidelines: What Dental Practices Must Know for Compliant and Effective Marketing

Introduction

Dental practices in Australia rely heavily on marketing to attract new patients, showcase expertise, and build community trust. But with the recent updates to AHPRA’s advertising guidelines, particularly concerning cosmetic and higher-risk services such as veneers, whitening, and smile makeovers, the rules of the game are changing.

These new regulations don’t mean dental practices must stop marketing altogether, they simply need to rethink their approach. By embracing transparency, education, and patient-first messaging, dentists can remain compliant while still building effective campaigns that drive growth.

What’s Changing Under the New AHPRA Guidelines (as of 2025)?

Stricter Rules for Cosmetic Dental Advertising

From September 2025, promotional materials for cosmetic dental procedures will face tighter restrictions. Key changes include:

• Bans on influencer endorsements and testimonials – dental clinics can no longer use patients, influencers, or brand ambassadors to promote treatments.
• Restrictions on before-and-after images – AHPRA has specifically warned against AI-generated or misleading comparisons that may create unrealistic expectations.
• Mandatory transparency – ads must identify the practitioner performing the procedure, clearly outline risks and recovery requirements, and avoid trivialising cosmetic dental work.
• No marketing to minors – advertising cannot target under-18s, even indirectly.

Removal of Testimonials in Advertising

One of the biggest shifts for dental marketing is the prohibition of testimonials. Any review, story, or patient endorsement that references treatment, outcomes, or the patient’s clinical experience is now considered advertising and therefore non-compliant. While patient reviews may still appear on third-party platforms like Google, clinics cannot actively use or promote them in marketing.

Implications for Dental Marketing

For many dentists, this will require a shift in how they present themselves online and offline. Before-and-after galleries, testimonial-heavy websites, and promotional influencer content are no longer safe. Marketing language must also change—words like “painless,” “life-changing,” or “miracle” treatments will not pass AHPRA’s test.

This doesn’t mean dental marketing becomes less effective. Instead, it means practices must focus more on trust, credibility, and education. Patients today are savvy—they value transparency and safety, especially when it comes to healthcare decisions. A compliant strategy can still generate strong results if approached the right way.

How Dentists Can Shift Their Marketing Approach

Focus on Education Over Promotion

Instead of relying on persuasive advertising or glossy promises, dental practices should pivot to educational content that empowers patients. Blogs, FAQs, and videos explaining how procedures work, what risks are involved, and what recovery looks like can position a clinic as a trusted source of information.

For example, rather than a “Get the Perfect Smile Fast!” ad, a compliant approach could be: “Learn what’s involved in veneer treatment, from preparation to aftercare.” Patients still engage with the practice, but through informed decision-making rather than hype.

Use Safe and Transparent Visuals

Visual marketing remains powerful, but the way images are used must change. Instead of dramatic before-and-after galleries, practices can showcase treatment process infographics, step-by-step diagrams, or generic illustrative photos.

If patient images are used, they must be realistic, factual, and supported by disclaimers such as “Results vary between individuals.” The goal is to set accurate expectations rather than create pressure or aspiration.

Highlight Professional Credibility

With testimonials off the table, dentists can lean on their own professional authority to build trust. This includes:

• Listing practitioner qualifications and areas of expertise.
• Including registration details and professional memberships.
• Highlighting ongoing training or advanced certifications in specific treatments.

This not only reassures patients but also differentiates your practice by showcasing expertise in a compliant way.

Rethink Calls-to-Action

Many dental campaigns use urgency—“Book today for 20% off whitening!”—but under AHPRA’s framework, pressure tactics are discouraged. Instead, dentists should use transparent, patient-centric calls-to-action.

For example:

• “Book a consultation to discuss your options.”
• “Learn more about veneers and whether they’re right for you.”
• “Talk to our dentists about safe whitening treatments.”

These still encourage engagement but in a way that respects patient choice and informed consent.

Build Community Through Content

A powerful way to stay visible without breaching advertising rules is by positioning your practice as a community-focused thought leader. Share oral health tips, publish blogs that answer common patient questions, and create explainer videos about preventive care.

This approach not only complies with AHPRA but also builds long-term trust. Patients increasingly prefer providers who educate them, not just sell to them. By building a reputation as the “go-to” source for dental information, practices can naturally attract and retain more patients.

Commit to Ongoing Compliance Checks

Compliance isn’t a one-off project—it requires continuous monitoring. Dental practices should schedule quarterly audits of all marketing materials, including websites, social media, brochures, and signage.

Staff training is equally important. Reception teams, marketing managers, and external agencies all need to understand the guidelines. A small oversight—like resharing a testimonial—can still put the practice at risk. By making compliance part of the workflow, dentists can avoid future headaches while keeping campaigns effective.

Final Thoughts

The new AHPRA advertising guidelines mark a clear shift in how dental services, particularly cosmetic treatments, can be marketed. While some strategies such as testimonials and before-and-after galleries are no longer viable, the changes don’t need to harm growth. In fact, they can strengthen the relationship between practices and patients by putting trust and transparency at the centre.

To stay compliant and competitive, dentists should:

• Focus on education over persuasion.
• Replace dramatic visuals with transparent, informative imagery.
• Build credibility through qualifications and professional authority.
• Use patient-centric calls-to-action that respect informed choice.
• Invest in community-building and regular compliance checks.

Marketing in healthcare has always been about more than sales—it’s about helping patients make safe, informed decisions. By adapting to the new rules, dentists can protect their reputation, strengthen patient trust, and continue to grow sustainably in an evolving regulatory landscape.

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