The rule
Terms and conditions, in plain language.
Section 133 prohibits advertising that offers a gift, discount or other inducement unless the terms and conditions are also stated.
Ahpra's guidelines add detail. The terms must be in plain language. Where space is limited, the advertisement can direct people to the full terms, which must be easy to find. Problem examples include unclear pricing, undisclosed restrictions such as age, expiry, location or eligibility, and instalment amounts shown without the total cost.
The word free
Read as absolutely free.
The guidelines say free is read as absolutely free. An offer is not truly free if its cost is recovered through higher prices elsewhere, or from another source such as Medicare.
So a free consultation must have no charge to anyone, with no purchase required. Where a government scheme or a health fund pays, wording about out-of-pocket cost and eligibility is more accurate than free.
In practice
How we word an offer.
What it is. The treatment, and exactly what is included.
Who can have it. New patients only, adults only, eligibility for a scheme.
When it ends. A real end date.
What it costs. The full price, and anything not covered.
No pressure. Section 133 also prohibits encouraging unnecessary use of health services, so we avoid wording that pushes people to have treatment they may not need.
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 a dentist advertise a new patient special?
Yes, if the advertisement states the terms and conditions in plain language.
Can we say gap-free or no-gap?
Only if it is true for the patients the advertisement reaches, with the conditions stated, such as which health funds and which services.
Is a short social media ad enough space for terms?
Ahpra's guidelines allow an advertisement with limited space to direct people to the full terms, as long as they are easy to find.
- 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.
- Before and after photos in dental advertising
- When can a dental clinic use before and after photos on its website and social media? A plain-English guide based on Ahpra's advertising guidance.
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.