AHPRA issues advertising warnings

Dental practices using packaged website services which offer galleries of 'before and after' images have receive warning letters from the Australian Health Practitioner Regulation Agency (AHPRA) indicating that some sections of their websites may be in breach of the Dental Board of Australia's Guidelines for Advertising of Regulated Health Services.

The letters stated that the practices needed to revise the configuration of their websites by a nominated deadline to avoid possible disciplinary action.

The Guidelines state that "Use of ‘before and after’ photographs in advertising of regulated health services has a significant potential to be misleading or deceptive, to convey to a member of the public inappropriately high expectations of a successful outcome and to encourage the unnecessary use of health services".

 The ADAVB is aware of over 30 dental advertising notifications being lodged by AHPRA in recent weeks, and it is clear that members who continue to use testimonials, time limited offers, and before and after images will be targeted for AHPRA action.  There are numerous additional requirements in the Guidelines - which have the force of regulation - and all registered practitioners need to familiarize themselves with these requirements and review their advertising and social media activities to ensure compliance.

If you receive a notification from AHPRA, please contact the Branch immediately.