In today’s digital world, social media is one of the first places people go to learn about healthcare providers, services and health information. For medical practices, this presents an exciting opportunity to connect with patients, educate the public and build your brand. However, it also comes with significant legal and professional risks if handled incorrectly.

If you manage social media for a medical practice, whether you’re a practice owner, manager, staff member, or an external marketer, it’s crucial to understand that social media for medical practices must be approached with caution and care. What you publish can support patient care and build trust, or it can expose your practice to regulatory action, complaints, reputational harm, and legal penalties.

This post walks you through what you need to know to stay compliant under the current law and Australian Health Practitioner Regulation Agency (AHPRA) guidance.

Why social media for health practices is different

Unlike most commercial businesses, medical practices are regulated not only by general advertising and consumer laws but also by health-specific laws and professional standards.

Medical practitioners and their practices are subject to:

The Health Practitioner Regulation National Law, which governs registered health practitioners and their obligations, including advertising and professional conduct.
AHPRA and National Board Social Media Guidance, who have published guidance on social media use that reflects evolving risks in digital communication. This guidance establishes expectations for online professionalism and is regularly updated.
The Advertising Guidelines under the National Law, which set out what compliant advertising of regulated health services, including on social media, looks like.
The Therapeutic Goods Advertising Code, which governs how therapeutic goods (like medications, devices and treatments) may be advertised, including in social media posts.
General consumer protection laws, such as the Australian Consumer Law (e.g., no misleading or deceptive conduct).

Your responsibility: whatever you publish, you are accountable

You may outsource your social media management, but your practice remains fully responsible for all content published under its name or on its behalf. AHPRA and the National Boards treat the practice and its practitioners as accountable for compliance, no matter who produces the content.

This means that even if a third-party agency writes or posts your content, any breach of advertising rules or professional obligations will be the practice and its registered practitioners' responsibility.

What AHPRA’s social media guidance actually says

AHPRA’s latest social media guidance helps health practices and practitioners understand how professional obligations apply in an online context. An overview of this guidance says:

1. Professional standards apply online

Your ethical duties, such as confidentiality, privacy, respect for colleagues and patients, and cultural safety, apply just as much online as they do in person.

For example, disclosing private information that could identify a patient; even indirectly, can breach privacy obligations if published on a public platform.

2. Communicate respectfully and professionally

AHPRA emphasises professional and respectful communication. Online comments that are discriminatory, inflammatory or demeaning, may result in regulatory scrutiny.

3. Freedom of expression is recognised, but with limits

AHPRA acknowledges practitioners’ right to freedom of expression, including advocacy on social issues. Registered practitioners won’t be investigated solely for expressing views online. However, posts that:

Present false or misleading information,
Breach confidentiality,
Risk public confidence in the profession, or
Impact public safety

may trigger regulatory action.

This balance recognises that practitioners can engage online while still meeting their professional obligations.

Social media and advertising: what you must know

Social media posts that promote your services, products or practice are considered advertising under the National Law and must comply with the advertising requirements just like any other form of marketing. This includes posts on Facebook, Instagram, TikTok, LinkedIn, YouTube, blogs and even comments or hashtags if they promote your services.

There are several key compliance requirements:

1. No testimonials or patient reviews

Under AHPRA’s advertising rules, practices cannot use testimonials or reviews that relate to clinical outcomes. Even patient-posted reviews on your own social media page can be considered advertising if shared or promoted.

2. No misleading or exaggerated claims

You must not make or imply claims about the effectiveness of treatments if they are not supported by acceptable evidence. This includes statements like “guaranteed results,” outcome promises, or exaggerated expectations.

This also means avoiding phrases like “fastest recovery,” “best clinic,” or similar comparative language that cannot be verified.

3. No time-limited or discount promotions

The National Law prohibits time-sensitive discounts or “special offers” for regulated health services. This rule extends to social media advertising.

4. Therapeutic goods advertising

If your social media posts reference therapeutic goods (e.g., medicines, devices, supplements), they must comply with the Therapeutic Goods Advertising Code and TGA rules. This means avoiding direct promotion of prescription medicines or therapeutic claims that surround a non-compliant therapeutic good.

What happens if you don’t comply?

Non-compliant social media can lead to:

Formal notices and mandatory compliance periods,
Financial penalties (which are higher under updated advertising enforcement frameworks than in previous years),
Professional disciplinary action (including conditions on registration), and
Reputational harm.

Even posts made in a personal capacity (individual's decision) can be relevant to AHPRA if they affect public confidence in the healthcare profession or reveal conduct inconsistent with professional obligations.

Practical compliance tips for medical practices

1. Develop a social media policy

A tailored social media policy is essential for medical practices. It should cover:

Roles and responsibilities for social media posts,
Review and approval workflows,
Standards for professional conduct online,
Advertising compliance checkpoints,
How to handle patient comments, and
Guidelines for dealing with sensitive or clinical content.

This document should be shared with all staff, contractors and third-party marketers.

2. Training for social media managers

Ensure whoever is posting has a clear understanding of:

Advertising rules,
AHPRA’s social media expectations,
Privacy and confidentiality principles, and
How to avoid inadvertently creating misleading content.

3. Audit your existing content

Conduct regular audits of your social media profiles to identify any potentially non-compliant posts (e.g., testimonials, claims about outcomes, time-limited promotions).

4. Use clear, evidence-based language

When discussing treatments or services, stick to factual, neutral descriptions grounded in clinical evidence. Avoid promise-like language and provide context where necessary.

5. Be careful with engagements

Interactions like “liking” or sharing content from others can be viewed as endorsement. Be cautious about what you amplify on your practice channels.

What’s next?

Social media is a valuable tool for medical practices, used for outreach, patient education, and strengthening your brand. But the regulatory environment in Australia treats healthcare advertising and communication seriously. The combined framework of the National Law, AHPRA’s social media guidance, and therapeutic goods advertising rules means that every post, comment or campaign must be considered through a compliance lens.

With thoughtful planning, clear policies, and appropriate oversight, you can build engaging and informative social media content without risking regulatory trouble. Compliance doesn’t have to remove creativity; it just requires the right structure and understanding.

If you are considering the risks associated with your social media strategy, consider beginning with a comprehensive social media policy and advertising framework tailored to your practice. Contact our team here, and we will help you with the next steps.

Related Articles:

Getting It Right: Social Media For Medical Practices

https://www.ahpra.gov.au/Resources/Social-media-guidance.aspx

Social Media Guidelines for Medical Practices