Your before-and-after photos make a claim.

Why it is risky

Your photos hint at a result.

A before-and-after tells a patient what to expect. AHPRA reads that as a claim about results. For cosmetic work, treat these photos as off-limits.

The part clinics miss

A photo can count as a testimonial.

Health ads cannot use testimonials, and that rule covers pictures too. Swapping words for images does not get you around it.

What breaks the rules

Here are 5 ways your gallery can break the rules.

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

What you can show

Show patients what your care is like.

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

What to do

Sell your process, and leave out the transformation.

Your consult is where the real check of each patient happens. That is what you can sell, so put it front and centre.

Tap below to read the full guide.