Why Advertising S4 Medications in Australia Prohibits Before-and-After Images and Specific Wording
I get asked this question all the time. Yes, I know some in the industry appear to be ignoring legislation and continue to post B & A’s. Believe me it’s extremely frustrating for those of us who are trying to do the right thing! I thought I would break it down for you as I see it.
Advertising regulated medications in Australia requires careful compliance with guidelines set by the Therapeutic Goods Administration (TGA) and the Australian Health Practitioner Regulation Agency (AHPRA). AHPRA is the body who govern over all the individual medical professional bodies. When promoting Schedule 4 (S4) medications, such as prescription-only drugs, (volumisers, biostimulators and relaxers etc pretty much anything we inject) advertisers (me and other aesthetic providers via social media, website etc) are prohibited from using before-and-after images or employing certain wording. These restrictions exist to protect public health and ensure ethical marketing practices. The overarching goal is to provide responsible healthcare communication.
Ensuring Accuracy and Avoiding Misleading Claims
The TGA and AHPRA want to ensure that health-related advertising is factual, balanced, and not misleading. Before-and-after images can easily exaggerate the effectiveness of a product or misrepresent its outcomes. These images often lack context, such as the patient’s baseline condition, concurrent treatments, or other contributing factors. Everyone in Aesthetics wants to post their most successful outcomes, but are these always the norm? By banning their use, the TGA ensures that the public is not swayed by visually compelling and scientifically unsupported claims.
Similarly, the use of certain words, such as “guaranteed,” “safe,” or “instant,” is prohibited because they may create unrealistic expectations or imply outcomes that cannot be universally assured. These terms may also downplay the risks associated with the medication, which is particularly concerning for S4 drugs that require professional oversight due to their potential side effects or misuse.
Preventing Self-Diagnosis and Unsafe Use
One of the key objectives of the TGA and AHPRA is to prevent consumers from self-diagnosing or self-medicating based on advertising. I often during a consultation hear, “Oh I’d just like this area treated” or ” My friend had blah blah treated so I just want the same. Two things concern me, 1) you are not your friend and 2) I’m the medical professional that you have chosen to see so let me educate you, try not to come in with preconceived ideas. Before-and-after images or suggestive language can encourage you to seek medications without appropriate consultation with a qualified healthcare provider. This poses risks of improper use, incorrect dosing, or neglect of underlying conditions that require different treatments.
For S4 medications, which are only available through a prescription, it is crucial to emphasize the role of healthcare professionals in assessing the suitability of the drug for each patient. Prohibiting advertising that oversimplifies or sensationalizes the medication’s effects helps ensure that you consult with me rather than relying on advertising or talking to your friends or Tiktok to make medical decisions.
Protecting Vulnerable Audiences
Advertising that uses emotional triggers, such as before-and-after images or overly optimistic language, can exploit vulnerable individuals. For instance, people struggling with chronic conditions, mental health issues, or body image concerns may be more susceptible to marketing that promises transformative results. By restricting these tactics, the TGA and AHPRA aim to prevent undue influence on such audiences, promoting ethical communication that prioritizes patient well-being over commercial gain. I can’t say it enough, If I honestly don’t believe the treatment is the right one for you I will absolutely say so and or refer on.
Supporting Ethical Marketing Practices
Healthcare advertising must align with professional ethics and the principles of transparency, accuracy, and responsibility. Both the TGA and AHPRA emphasize that advertisements for S4 medications should not undermine the public’s trust in healthcare systems or professionals. By disallowing misleading visuals and wording, the guidelines uphold the integrity of medical marketing and ensure that the promotion of these products supports informed decision-making.
Conclusion
The restrictions on before-and-after images and specific wording in advertising S4 medications in Australia reflect the TGA’s and AHPRA’s commitment to safeguarding public health. I know they can be frustrating at times. Remember what can look like a simple procedure is often not. These guidelines ensure that promotional materials are factual, ethical, and respectful of the complexities of medical treatment. By adhering to these standards, advertisers contribute to a healthcare environment where patients make informed decisions based on accurate information and professional advice, rather than being swayed by sensational or misleading marketing.
I hope this helps explain where these two agencies are coming from. I know it may seem like the horse has bolted in this industry, however we are all only wanting what is best for you and for you to have a positive outcome.
