We measured it
Not a rebuild. Not a rewrite of everything. About one sentence in fifteen, and almost all of them the same kind of sentence.
The sample
Six physiotherapy, five dental, four psychology, six chiropractic and podiatry. Melbourne, Sydney, Brisbane, Perth and Adelaide. Fetched on 9 September 2026. All 21 returned a page.
The result
105 of the 1,360 carried a clear-cut compliance problem. That is 7.7%. The median page was 6.8%, the cleanest 1.2%, the worst 31.2%. Not one of the 21 pages was clean.
It is not spread across the rulebook
Superlative and specialist claims were 90 of the 105 flags. Medicare absolutes were 14, outcome claims 9. Everything else was two sentences in total.
Narrower still
Best, 33 uses across 15 of the 21 pages. Specialist, 16. Expert, 11. Leading, 10. Every one of the 21 pages used at least one superlative.
Why the small number misleads
Superlatives do not sit mid-paragraph. They sit in page titles, hero lines and headings. A rewrite touches 7.7% of the sentences and a far larger share of the ones a visitor actually reads.
Why it costs
Section 133 of the National Law bans advertising that is misleading or creates an unreasonable expectation of beneficial treatment. Maximum $60,000 for an individual, $120,000 for a company. Section 115 adds three years for misusing a specialist title.
Our own instrument, caught out
Melbourne CBD. Sydney CBD. Brisbane CBD. Perth CBD. Not one was cannabidiol, and 20 carried no other flag. Another page was flagged for herbal tea in the waiting room. A list finds candidates. A person decides.
What this does not show
Keyword matching cannot see an unlabelled testimonial, an implied comparison or a before and after image. We checked one page per site, named no clinic, and are not saying any page breaches a rule.
Tap for the full count, the line-by-line rewrites and the method.