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Cosmetic & Aesthetics · landing pages

Every page on your site, including the ones from 2019.

The TGA's position is that all social media posts, historical and new, are required to comply. The same logic reaches your website archive. An audit of 530 Australian clinics found more than 6,000 pages potentially in breach, most of them simply old.

The page structure the guidance points to

Sell the assessment, because that is what you are allowed to sell.

The TGA declined to publish a list of acceptable substitute terms, which frustrated the industry, but it did give one piece of positive direction: advertise the consultation, not the treatment. That is not a copywriting tweak. It changes what the page is about.

A treatment page describes a product, prices it, and shows outcomes, all three of which are now problems. A consultation page describes an assessment: what happens, who conducts it, what it costs, what you will be told, and how a treatment decision gets made. It is a genuinely useful page for a nervous first time patient, and it is lawful.

It also happens to convert well, because the thing standing between a cosmetic enquiry and a booking is usually apprehension about the process rather than uncertainty about the product.

The rules that shape the page

Five requirements most Australian clinic sites fail.

Registration numbers where you name a person
Where advertising names an individual who performs procedures, the guidelines require their registration number to appear. Practitioner bio pages across the Australian industry routinely omit it.
The before image comes first
For higher risk procedures the first or most prominent image must be the before image or a composite. Galleries built to lead with the result have this backwards, which is the natural way to build a gallery and the wrong way here.
Risk information that is easy to find
Full risk information must be readily accessible, and social advertising must link to it. A risks paragraph buried on a terms page does not meet that.
No appearance prediction
Advertising must not use apps, websites, tools or programs that predict an individual's appearance after a procedure. That removes a conversion device several Australian clinics have built their landing pages around.
Nothing aimed at under 18s
No advertising targeted at under 18s, no images of anyone under 18, no use of metadata or hashtags to reach a vulnerable demographic, and social advertising identified as adult content. The frequency of advertising is itself regulated, on the basis that volume normalises procedures.
Two versions of the same page

Treatment page, consultation page.

The page most clinics have

  • Named prescription treatment as the page title.
  • Per unit pricing table.
  • Before and after gallery leading with the after image.
  • Review carousel pulled from Google.
  • Book now, with a treatment selector listing named injectables.

The page that is defensible

  • The concern, in anatomical language, and what an assessment involves.
  • The consultation fee, stated plainly, and what it includes.
  • Practitioner registration details and training.
  • Risk information, prominent and linked rather than buried.
  • Book a consultation, with no treatment menu at the booking step.
Two places clinics forget
The reception area and the archive. The TGA's guidance indicates that advertising in a reception area is likely to contravene, because the exemption that permits discussion of prescription medicines applies to a private consultation and does not extend to a waiting room. And the requirement to comply reaches historical content, not just new content, which is why an audit of Australian clinic sites found thousands of pages in breach that nobody had looked at in years. Third party comments on channels the business controls are the business's responsibility too.
Straight answers

Questions clinic owners actually ask

Do the cosmetic advertising rules apply to old website pages and social posts?
Yes. The TGA's position is that all social media posts, historical and new, are required to comply, and the same reasoning applies to website content that remains published. This is how most Australian clinics are exposed: not through a deliberate current campaign, but through a treatment page written in 2019 that nobody has revisited. An Australian audit of 100 clinic websites covering 530 clinics found more than 6,000 pages potentially in breach, with 67 per cent of sites carrying ten or more affected pages.
Can a cosmetic clinic show before and after photos?
For higher risk procedures, only under tight conditions, and one of them catches almost everyone. The images must be of actual patients treated by that practitioner, unfiltered and unretouched, matched for lighting, angle, framing, posture, clothing and makeup, must state how long after the procedure they were taken, must carry a prominent results vary warning, and must not show anyone under 18. The requirement people miss is that the first or most prominent image must be the before image or a composite. Separately, the TGA's position is that an after image evidently produced by a prescription injectable is likely to be advertising that medicine.
Can we display Google reviews on our cosmetic landing page?
This is the strictest testimonial position in Australian healthcare. For higher risk cosmetic procedures, a clinical aspect includes any positive statement about the experience of, the reason for, or the outcome of the procedure, or about the practitioner's skills. That leaves almost nothing usable, since a cosmetic review is nearly always about one of those. The rules extend to re-sharing a patient's post and to liking or responding to a review, and the guidance suggests disabling review, comment and tagging functions on channels you control.
Should the booking form list our treatments?
Not where those treatments are prescription-only medicines. The TGA specifically names a form where the consumer self-selects from a list of treatments involving prescription-only medicines as likely to be an advertisement, and names showing price information alongside it. The workable pattern is to book a consultation rather than a treatment, which is also what the TGA's positive guidance points towards, and which conveniently removes the compliance exposure and the price shopping behaviour in the same change.
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