AHPRA advertising

Before-and-after photos are a claim

Not a picture. A claim. That is why the rules bite.

Why it is risky

It implies a result

A before-and-after tells a patient what to expect. AHPRA reads that as an outcome claim. For cosmetics, treat it as off-limits.

The part clinics miss

It is a visual testimonial

Testimonial rules apply to pictures too. Swapping words for images does not get you around them.

What makes it non-compliant

Five ways galleries breach

• Editing, filters or retouching
• Different lighting, angle or pose
• Captions like “real results”
• Missing or unclear consent
• Implying it is a typical result

What to show instead

Show the experience

• Your clinic and your team
• Your process, consult to aftercare
• Facts on the procedure and recovery
• What to expect at a consultation

The short version

Show the process, not the transformation

A consultation is where any real assessment happens anyway. Sell that.