Briefing a writer
We read 14 brief templates a clinic is likely to use. They ask for your goal, audience and tone. Almost none ask for what the law wants first.
The rule that sets the deadline
The TGA's ad code says an ad must only contain claims you can back up before you publish. That means before it goes out, well before anyone complains.
What we read
Of the 14, 13 ask for a goal, an audience, a tone and a deliverable. Eleven ask for a timeline. Eight name someone who approves the work.
The gap
Two of the 14 mention giving sources to the writer. Not one has a field for a legal, rules or clinical review of your finished copy.
Why we checked by hand
A scanner found 11 matches. A person read each one in context. Eight were footer notes, menus and product names. The scanner was wrong 72.7% of the time.
What the rules cover
AHPRA's rules cover misleading claims, testimonials and 3 more. Breaking them is an offence. That is why your brief should ask about them.
The fix
Add the practitioner, a claim and evidence table, and limits on outcome words. Add social proof, offers and terms, and sources. End with the call to action, reviewer and date.
Start here
Open your last published page and list every factual claim. Write what backs each one, and the date. Leave the cell blank where nothing does.
Tap for the eight fields and the clause behind each one