The AHPRA compliance check
Ask a practice owner if their marketing is compliant and you get a yes. Ask when they last checked, and the answer turns into a story about who built the site.
Why the belief survives
A broken page returns an error. A slow page shows up in Google's report. Non-compliant advertising does none of that. It loads perfectly, and it often converts better than the compliant version.
The four things you actually watch
The website loads. Search Console says nothing, because AHPRA rules are not a ranking factor. Conversions look good. No patient reads a clinic page the way a regulator would.
Ahpra advertising strategy, section 2f
"We will ask registered health practitioners to declare that, if they advertise, their advertising meets the National Law's advertising requirements. We will conduct audits to check practitioner compliance with these declarations."
The sentence nobody has noticed
The same section says the audit sample will be "sufficient to generalise the outcomes to the entire profession". That is survey language. The trigger stops being a complaint and starts being a sample.
The strategy calls this a staged implementation and gives no date.
Ahpra annual report 2024/25, all notification types
Notifications received rose 19.0%. Notifications closed rose 8.3%. The number still open at 30 June rose 26.7%. AHPRA closed more than it ever has and still finished further behind.
The strategy, on who the advertiser is
"Advertisers must check any content developed by others on their behalf." Whoever authorises the content is the advertiser. If you approved it, you advertised it.
What checking actually means
Misleading claims. Inducements with no terms. Testimonials. Unreasonable expectations of benefit. Encouraging unnecessary use. Across your site, your socials, your Google listing and your ads.
The honest summary
Nothing about your website will ever tell you it breaches section 133. The regulator is building the thing that will. Until then the only question is whether you have checked, and written down the date.
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