Advertising
cosmetic dentistry.

Ahpra's guidelines for non-surgical cosmetic procedures took effect on 2 September 2025 and apply to dentists. The Dental Board named anti-wrinkle injections, fillers and veneers among the procedures they cover.

For advertising, that means: name the practitioner who does the procedure, no advertising aimed at under-18s, and a stronger ban on testimonials from social media influencers. Under-18s also have a 7-day cooling-off period before a procedure.

Paste the ad copy or caption and tick what's true.

Some dentists use anti-wrinkle injections for teeth grinding or jaw pain. They're prescription-only medicines, and the TGA says ads can't refer to them directly or indirectly, including through acronyms, nicknames, abbreviations and hashtags.

The same FAQ says price lists for them are likely unlawful, and so are public booking systems that let people pick the product. What you can promote is the consultation: the TGA's own example, adapted, is 'call our clinic for a consultation to discuss treatment options'.

The TGA says before and after photos aren't banned, but mustn't point to a prescription-only substance. If the result obviously came from an injectable, the ad is likely unlawful.

For veneers and whitening, photos must still be real, unaltered and not create unreasonable expectations under the Ahpra guidelines. Show typical results, with the same lighting and angle, and say what was done.

Professional whitening is a common entry treatment. Advertise the service and what to expect, including sensitivity and how long results last.

Veneers are a big, permanent decision. Ads that trivialise them, or push a quick decision with a deadline, sit badly with the 2025 guidelines. Explain the trade-offs and invite a consultation.

Don't call yourself a cosmetic specialist: it isn't a recognised specialty. 'Experience in cosmetic dentistry' is the safer wording.

For whitening, describe the service and what's involved: the appointments, any take-home trays, the supervision, and that results fade over time.

Cosmetic dentistry is mostly sold on Instagram and TikTok. Every post that promotes the practice is advertising and follows the same rules.

Influencer testimonials are banned under the strengthened guidelines. Paid creators can show the practice and the experience, but not vouch for clinical results.