Understanding Regulations in Cosmetic Medicine

In recent years, cosmetic clinic advertising via websites and social media have changed significantly - many patients are noticing removal of before and after photos and more general language online with less treatment driven language.

These changes are largely due to updated advertising guidelines from the Australian Health Practitioner Regulation Agency (AHPRA), designed to improve patient safety and reduce misleading or pressure-based cosmetic marketing.

Under the current rules, clinics must adhere to guidelines about how they discuss cosmetic procedures online, including the use of treatment names, testimonials, promotions, before and after imagery, and claims around results. There are also restrictions on advertising prescription-only medications directly to the public.

While this can make researching cosmetic procedures online more difficult, consultations remain the best place for personalised medical advice. During a consultation, practitioners can discuss treatment options, suitability, risks, recovery, expected outcomes, and individual goals in a safe and medically appropriate setting.

At its core, good cosmetic medicine should be treated as any other medical procedure- by understanding risk vs benefit in a medical setting, with time taken by your doctor to explain and educate for an informed decision by the patient.