Testimonials, Endorsements & Influencers:
Guidelines for Healthcare Marketing
Navigating testimonials, endorsements, and influencer marketing in healthcare can feel like walking a tightrope.
These tools are powerful ways to build trust, engage patients, and showcase your services but healthcare advertising comes with rules from AHPRA, TGA, and ACCC.
At Tuesday Logic, we work with healthcare providers every day to create marketing that is both engaging and mindful of compliance.
We’re not lawyers, but these are some of the things we consider before publishing content, launching campaigns, or working with influencers.
If you’re ever unsure, it’s best to seek legal advice.
Why This Matters
Healthcare advertising is unique because it’s heavily regulated.
You can’t make claims about health outcomes, imply endorsements by professionals, or mislead patients.
Even small breaches can have serious consequences: fines, content removal, advertising account bans, or regulatory action. Beyond that, non-compliant content can harm trust with patients and referrers
The rise of social media and influencer marketing, means it’s important to understand the rules and how to market effectively within them.
Testimonials:
Some Guidelines To Consider
Testimonials are one of the trickiest areas. Here’s a practical look at what’s generally safe versus risky.
What To Avoid:
- Testimonials referencing clinical outcomes or treatment effectiveness.
Example: “After my treatment here, my migraines disappeared.”
What's Generally Acceptable
- Feedback about service, staff, environment, or administrative processes.
- Patient experiences that foucs on the journey rather than outcomes.
Example: “The staff were welcoming and made the booking process easy.”
Tip: Even seemingly harmless statements about outcomes can be risky. Focus on the experience rather than health improvements.
Endorsements
Who Can Say What?
Endorsements are another common source of confusion. Rules vary depending on who is giving them.
Health Professionals
- Cannot endorse therapeutic goods in advertising.
- Cannot provide testimonials or personal statements about products or services.
- Can appear in educational, non-promotional contexts.
Example That is Typically Permitted: Dr. Lee explains the importance of regular blood pressure monitoring in an educational video, without mentioning any brand or product.
Non-Compliant Example: Dr. Lee creates a video but recommends a specific brand of blood pressure monitor.
General Influencers & Family Members
- Non-health professionals can endorse products if they comply with TGA and Australian Consumer Laws.
- Paid partnerships must be disclosed.
- No claims about health improvements or therapeutic effects.
- Family members can share personal experiences only if unpaid, unsolicited, and not framed as professional endorsement.
Example That is Typically Permitted: “I enjoy taking this vitamin every morning – it’s convenient and fits my routine.”
Non-Compliant Example: “My husband is a doctor and recommends this supplement.” (This implies a professional endorsement and breaches AHPRA/TGA rules.)
Influencer Activity
Navigating the Grey Zones
Influencers are powerful marketing channels, but healthcare adds complexity.
What's Generally Permitted:
- Share personal wellness journeys without making therapeutic claims.
- Offer clinic tours or behind-the-scenes content focused on environment and care.
- Provide educational resources, like general health tips or FAQs, with appropriate disclaimers.
What To Avoid:
- Promoting special offers tied to therapeutic goods.
- Suggesting that a product or treatment guarantees a specific health outcome.
- Implying that a health professional recommends the product.
Practical Tip: Even subtle wording can create “implied endorsements.” Phrases like “My doctor says…” or “Recommended by a health professional” are non-compliant.
ACCC “Sweep” on Influencer Endorsements & Online Reviews
The ACCC conducts ongoing “sweeps” for misleading advertising and undisclosed commercial relationships on social media.
These sweeps are part of a broader crackdown on fake reviews, hidden sponsorships, and endorsements that could mislead consumers.
Key Points
Key points from the ACCC sweeps:
- Undisclosed paid partnerships: Influencers and businesses must clearly disclose when content is sponsored, gifted, or part of a commercial relationship.
- Misleading reviews: Posting or sharing fake, edited, or incentivised reviews is illegal. Testimonials and endorsements must be genuine and not selectively presented to create a misleading impression.
Practical Ways You Can Stay Compliant
Compliance doesn’t mean boring marketing. Here are some approaches:
- Focus on experience, not outcomes: Share patient journeys, staff interactions, or the convenience of your booking process.
- Educational content: Explain general health topics, how products work, or preventative tips without making claims.
- Use influencers strategically: Encourage posts about their lifestyle or routine, include clear disclaimers and avoid health claims.
- Highlight staff without endorsing products: Staff can appear in videos or content to explain processes or provide general information.
Examples:
- A clinic asks a patient to describe booking an appointment and navigating the clinic. No outcomes mentioned.
- A lifestyle influencer posts about their morning routine including a wellness product, ads the necessary disclaimer stating that they have a paid endorsement deal, but does not claim it improves health outcomes.
Common Pitfalls
- Using patient quotes about recovery as part of advertising.
- Featuring practitioners in videos promoting therapeutic products.
- Sharing influencer content that implies a cure or improvement.
- Family or staff endorsing a product on behalf of a health professional.
Even unintentional wording can be risky. That’s why a careful review process is essential.
A Quick Checklist Before Publishing
| Yes/No | Before publishing, ask: |
|---|---|
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Does this reference a clinical outcome or treatment efficacy? |
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Is there any implied endorsement by a health professional? |
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Are all paid partnerships clearly disclosed? |
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Is there anything in this material that could be considered misleading or potentially deceptive? |
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Does the content focus on experience, education, or convenience instead of health results? |
Where to Find Current Guidance
Tip: Regulations change, and links can break. If needed, search the site for “advertising guidance” or “influencer marketing.”
Final Thoughts
At Tuesday Logic, we often see healthcare providers worried that compliance will make their marketing bland.
The truth is, compliance and creativity can coexist. By focusing on experience, education, and storytelling, you can engage patients, showcase your clinic, and stay mindful of regulations.
Remember: we’re not lawyers. When in doubt, seek professional legal or compliance advice.
Free Downloadable Cheat Sheet
FAQs
Where can I find the most up-to-date rules on testimonials and endorsements for healthcare advertising?
Is there any training available to help understand the Therapeutic Goods Advertising Code?
Yes, AdCheck provides comprehensive training workshops that cover regulatory training for advertisers surrounding the TGAC and its supporting regulatory framework.
There are options for in-house and virtual training that can be customised to your needs.
Are there any compliance services that could assist me with advertisement reviews?
Yes, AdCheck has an advertising compliance service that can guide you through the advertising approval process ensuring your advertisements are fully compliant with consumer health product advertising rules.
Disclaimer:The information provided in this article is for general guidance only and is based on our understanding of current AHPRA, TGA and ACCC requirements at the time of publication.
It is not legal advice, and it should not be relied upon as a substitute for consulting the relevant legislation, regulatory guidelines, or obtaining professional legal or compliance advice specific to your circumstances.
Healthcare advertising regulations can change, and interpretation may vary depending on the context of the content, the platform, and the nature of the service or product being promoted.
Tuesday Logic does not accept liability for any loss, penalty, or regulatory action incurred as a result of the use of this information.
All advertising should be reviewed with your compliance obligations in mind, and if you feel it is necessary, seek legal advice.
Last updated on May 26th, 2026 at 10:55 pm