One question I’m often asked is: “Why don’t you show before and after photos of your anti-wrinkle and dermal filler results online?” While I’m proud of my work and confident in the results I achieve, Australian laws strictly regulate how prescription-only cosmetic treatments—also known as Schedule 4 (S4) medications—can be advertised.
In this blog, I’ll explain why you won’t see before-and-after photos of these treatments on my website or social media, what the laws say, and how I maintain compliance with the Therapeutic Goods Administration (TGA) and the Australian Health Practitioner Regulation Agency (AHPRA).
What Is an S4 Medication?
“Schedule 4” (S4) refers to a classification under the Poisons Standard in Australia. These are prescription-only medications, meaning they can only be legally obtained when prescribed by a qualified healthcare professional. In the cosmetic space, common S4 medications include:
- Botulinum toxin
- Hyaluronic acid
- Poly L Lactic Acid
Because these treatments involve medical intervention and can have physiological effects, they are tightly controlled—not just in their administration, but in how they’re advertised to the public.
Why Can’t I Show Before & After Photos of S4 Treatments?
Under TGA advertising guidelines, any promotion of a prescription-only medicine to the public is prohibited—and this includes before and after images. Even if the intention is to educate or showcase results, these images can be considered a form of indirect advertising, which is not allowed.
This includes:
- Before and after photos if any prescription medication is used.
- Testimonials from patients about their results using prescription products
- Direct or implied references to S4 substances by brand or generic name
Even using phrases such as “frown line reduction,” “lip enhancement with injectables,” or posting images that clearly suggest a medical intervention (like dramatic smoothing or volume restoration) may be considered non-compliant advertising if they promote or imply the use of S4 medications. I know you see people posting before and after image still, they are choosing to do so and ignore the law.
Understanding the TGA’s Role in Advertising
The Therapeutic Goods Administration (TGA) regulates how therapeutic goods (including medications, medical devices, and cosmetic injectables) are advertised in Australia. Their goal is to ensure that all medical advertising is truthful, balanced, and not misleading, especially in matters that affect consumer health decisions.
According to the TGA:
- Prescription medicines must not be advertised to the public.
- Advertising must not create unrealistic expectations of treatment outcomes.
- Clinics must not use before-and-after imagery that promotes the efficacy of an S4 product.
- Language used must be factual, not emotive or exaggerated.
- Testimonials about therapeutic goods or procedures involving S4 medicines are not allowed.
Non-compliance can lead to significant penalties, including fines or prosecution.
AHPRA and Ethical Advertising by Health Professionals
In addition to the TGA, registered health professionals—including nurses, doctors, and other practitioners—are also regulated by the Australian Health Practitioner Regulation Agency (AHPRA). AHPRA works with national boards (like the Nursing and Midwifery Board or Medical Board of Australia) to uphold high ethical standards in healthcare delivery, including how services are marketed.
Under AHPRA’s Advertising Guidelines, it is illegal to:
- Use testimonials in any form of advertising (including screenshots from social media or Google reviews)
- Offer incentives that encourage patients to undergo treatments involving S4 medicines (like discounts or free consultations)
- Make claims that are unrealistic, misleading, or not supported by evidence
- Present cosmetic interventions in a way that might exploit patient vulnerabilities, especially around body image or self-esteem
These rules are in place to protect the public from misleading information, and ensure that any decision to undertake a cosmetic procedure is based on informed, individual consultation, not advertising hype.
Why I’m not allowed to use the Word “Specialist”
Another important regulation you may not be aware of is the protected use of professional titles, including the term “specialist.”
In Australia, under National Law, certain titles are legally protected and can only be used by practitioners who have met strict qualifications and registration requirements. This includes terms like:
- Specialist
- Dermatologist
This protects the public from being misled into thinking a practitioner has formal specialist credentials in a particular area when they may not. Instead, we focus on transparency about our qualifications and a clear scope of practice.
What This Means for you
I understand that seeing before and after images or testimonials can be helpful when deciding whether a treatment is right for you. However, my priority is always ethical and compliant care, and that means respecting the legal frameworks that guide how prescription-based treatments are discussed and promoted in Australia.
Instead of promotional images, I offer in-person consultations which allows me to:
- Explain treatment options and expected outcomes
- Show de-identified, educational case examples (when appropriate and compliant)
- Provide honest, medically-based guidance tailored to your goals
Final Thoughts
While the current advertising laws around S4 medications may feel restrictive, they are there to protect your health, privacy, and autonomy.
If you have questions about a treatment or want to see real examples of my work, I invite you to book an in-clinic consultation. I’m here to guide you—ethically and transparently—every step of the way.
