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Guide ยท Advertising rules in plain English
Before and after photos in dental advertising
Before and after photos are allowed in dental advertising, with conditions. Most problems come from editing, inconsistent photography, or a patient's comment added beside the images.
The rule
What Ahpra expects.
Ahpra's summary of the advertising requirements lists before and after images as a likely breach where they are edited, or where it is not clear that the treatment caused the result. So the images must be genuine, unedited, and a fair comparison.
The wider rule in section 133 also applies: advertising must not create an unreasonable expectation of beneficial treatment. One exceptional result presented as typical can do that even when the photos are genuine.
In practice
A checklist we use.
Same conditions. Same lighting, angle, distance, background and expression in both images.
No retouching. No filters, no whitening of the image, no cropping that hides part of the result.
The patient's own result. Never stock images or a manufacturer's photos presented as the clinic's work.
Context. A line saying that results vary and that suitability is assessed at a consultation.
No testimonial beside it. The patient's words about their treatment or result cannot accompany the images.
Written consent. For the specific use, kept on file.
Cosmetic procedures
A stricter standard.
For higher risk cosmetic procedures Ahpra has separate advertising guidelines with tighter expectations. A clinic that offers cosmetic injectables or similar procedures should read them before using any images.
This page is general information, not legal advice. Ahpra and the TGA publish the rules, and their own guidance is the place to check your situation.
Questions
Common questions.
Can dentists post before and after photos on Instagram?
Yes, with care. The images must be genuine and unedited, the comparison fair, and no patient testimonial attached.
Can we adjust brightness so the photos match?
Ahpra's summary lists edited images as a likely breach. It is safer to take both photos under the same conditions than to adjust them afterwards.
Do we need the patient's consent?
Yes. We ask for written consent for the specific use and keep it on file.
- Ahpra advertising rules for dental websites
- A plain-English guide to the Ahpra advertising rules that apply to a dental clinic's website, with each point linked to the official source.
- Google reviews for dentists
- Can a dentist ask for Google reviews, reply to them or share them? A plain-English guide to Ahpra's testimonial rules and Google's review policy.
- Advertising cosmetic injectables
- How dental and health clinics can advertise cosmetic injectable services under TGA rules: what not to name, and what the guidance says is acceptable.
Next step
Start with a practice check.
Tell us about your clinic and where you think it stands. Your first practice check is free. We reply within one business day, weekends excepted, and we meet every clinic on a video call before any work begins.