Navigating AHPRA’s 2025 Testimonial Rules: What Clinics Can & Can’t Say
Testimonials can be powerful tools for building trust and attracting new patients. However, AHPRA's 2025 advertising guidelines have significantly tightened the rules around how you can use them. 63% of clinics risk fines by sharing edited Google reviews or testimonials that don't meet the new standards. Let's break down what's changed and how to stay compliant.
What AHPRA Says You CAN’T Do:
Promise Specific Outcomes: Avoid language that guarantees or implies a specific result. For example, instead of "This treatment cured my back pain," opt for "This treatment helped me manage my back pain."
Use Edited Testimonials Without Disclosure: If you alter a testimonial, you must clearly state that it has been edited for clarity or brevity.
Solicit Testimonials About Scheduled Medicines: It's not acceptable to publish testimonials, or seek testimonials for a regulated health service about the use or effects of a scheduled medicine.
Use Testimonials in High Risk Areas: Services involving significant risks should not rely on testimonials to show impact.
What You CAN Do (Compliantly):
Focus on the Patient Experience: Encourage testimonials that describe the process and overall satisfaction with the service, not just the end result.
Use Unfiltered Reviews (with caution): Embedding Google Reviews is generally acceptable, but actively monitor them and remove any that make non-compliant claims.
Obtain Explicit Consent: Always get written consent from the patient before using their testimonial.
Provide Context: Add a disclaimer that individual results may vary and that the testimonial represents one person's experience.
Example Transformation:
Non-Compliant: "Dr. Smith completely fixed my arthritis! I can now run marathons!"
Compliant: "Dr. Smith provided excellent care and support throughout my arthritis treatment. I feel more confident managing my pain, which has improved my quality of life. Individual results may vary."
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