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Ahpra's higher risk non-surgical cosmetic guidelines name dental veneers by name. That bans smile simulators, bans targeting under 18s, and blacklists the exact phrases most veneer ads are built on. We have not found one Australian dental marketing page that mentions it.
Real dental accounts we built and run. Click any tile to read the full case.
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Ahpra's Guidelines for advertising higher risk non-surgical cosmetic procedures took effect on 2 September 2025, and were approved by the Dental Board among others. Their list of examples opens with dental veneers.
The practical consequences are severe and specific. Advertising must not use apps or tools that predict a person's appearance after the procedure, which removes the smile simulator that sits on a large share of Australian cosmetic dental landing pages. It must not be targeted at people under 18, including through metadata, hashtags or other targeting fields. Before and after images must be of that practitioner's own patients, unfiltered and unretouched, and should specify how long after the procedure they were taken. Claims that a procedure will boost confidence, improve self esteem or change someone's life are out without acceptable evidence. So are the words natural, ideal, perfect and instant, and phrasings like happier you and best version of yourself.
We checked six of the highest ranking Australian dental marketing pages. None of them mentions this guideline at all.
Medical Marketing Group's Q3 2026 Australian benchmarks. These are derived from Google's keyword planning data rather than audited account spend, so read them as auction estimates.
Source: Medical Marketing Group Australian healthcare Google Ads benchmarks, Q3 2026, derived from Google keyword planning data.
Dental is close to pure private pay, which is why price is the dominant anxiety in this market and why funding literacy converts better than clinical credentialing.
| Pathway | What it covers | The number | Advertising note |
|---|---|---|---|
| Medicare | Nothing, for general adult dental | $0 | Does medicare cover dental is the top autocomplete for its stem. A question to answer, not a keyword to bid on |
| Child Dental Benefits Schedule | Check ups, x-rays, cleaning, fillings, extractions. No orthodontic or cosmetic work | $1,158 per child across 2 consecutive calendar years | Three cohort caps run at once. Never publish a bare figure |
| Private health extras | Roughly half the fee on an average service | Average fee $129.92, average benefit $68.71, average gap $61.22 | Dental is 55.9 per cent of all extras benefits paid in Australia |
| DVA | Its own fee schedule with three approval tiers | Biennial monetary limit $5,980.30 from 1 January 2026 | Search here is mostly practitioners looking up fees. We advise against a DVA campaign |
| Payment plans | Third party finance | National Dental Plan runs to 25.9 per cent per annum after the promotional window | Advertising an instalment without the total cost is named as a potential breach |
Extras figures are our own analysis of APRA's June 2026 quarterly private health insurance statistics. CDBS from Services Australia. DVA from the Fee Schedule of Dental Services effective 1 January 2026.
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