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AHPRA Advertising Rules for Dentists: What You Can and Can’t Say

May 24, 2026

AHPRA advertising rules govern how every Australian dental practice can promote itself — and in 2026 they’re being enforced more strictly than ever, with penalties reaching $30,000 per breach for an individual and $60,000 for a business. The rules aren’t there to stop you marketing; they’re there to keep health advertising honest. Understanding them is what lets you market confidently instead of nervously. Here’s the plain-English version.

The testimonial ban (the big one)

Under Section 133 of the National Law, you cannot use testimonials that refer to clinical aspects of care in your advertising. This is the rule that catches most practices out, because it applies to reposting Google reviews on your own website, social media or ads if those reviews mention treatments or outcomes. Patients can write whatever they like on Google — that’s their platform. The restriction is on you featuring clinical reviews in your own marketing.

What counts as a “clinical aspect”?

A review or statement is a testimonial in the eyes of the law if it references one of three things:

A symptom — the reason the patient sought treatment (“I had terrible tooth pain”).
A diagnosis or treatment — the specific care provided (“they did my implants”).
An outcome — the result, or the practitioner’s skill (“my smile looks amazing, best dentist ever”).

Comments that are purely about non-clinical things — friendly reception staff, easy parking, short wait times, clear communication — generally aren’t testimonials under the law. But the safe rule is simple: don’t feature individual patient reviews about care in your own advertising. You can show your overall Google star rating and link to your profile. See how that plays out for reviews in Google reviews for dentists.

No misleading or deceptive claims

Beyond testimonials, your advertising must not be false, misleading or likely to create an unrealistic expectation of benefit. That means care with before-and-after photos, “painless” or “best” claims, guarantees of outcomes, and offers or discounts that could encourage unnecessary treatment. Price advertising is allowed but must be clear and not misleading — a stated price should include everything the patient will actually pay.

Why this matters for your marketing

None of this stops you growing — it just shapes how. Education-led content, clear treatment information, your star rating, a warm and human practice, honest pricing: all compliant, and all effective. The danger is handing your marketing to someone who doesn’t know these rules and reposts a glowing clinical review into an ad. Every channel in our guide to marketing for dentists is built to work within these rules, and it’s exactly why practices choose a specialist — see our dentist marketing page.

This is general information, not legal advice — always check the current AHPRA advertising guidelines or seek advice for your specific situation.

Want marketing that grows your practice — compliantly?

We help dental practices market effectively within AHPRA’s rules, so you grow without the risk. Start with a free audit. Call (02) 8357 4899 or book your free audit and consultation.

Hear from The Author

Rebecca Jacobs

Rebecca Jacobs is a highly skilled content writer and SEO specialist with a passion for crafting engaging and compelling content. With her expertise in search engine optimisation, she brings valuable insights and strategies to enhance online visibility and drive organic traffic. With a keen eye for detail and a deep understanding of audience needs, Rebecca delivers high-quality, tailored content that captivates readers and delivers measurable results. Her ability to conduct thorough keyword research and optimise content ensures maximum visibility and ranking potential. Rebecca stays at the forefront of the ever-evolving digital landscape, constantly honing her skills and keeping up with the latest trends and best practices in SEO. She is adept at crafting persuasive copy, optimising meta tags, and implementing on-page SEO techniques to improve website performance.