Facebook Ad Compliance Case Study – July 2025 (Redacted)
As part of a series of posts, and intended for educational purposes only, we highlight some actual posts seen and discuss the potential breaches or even best practice seen in the post. This is not intended to shame but to drive genuine improvement as we all come to grips with the new guidelines and how they build upon the existing guidelines.
Asset Audited: Facebook Ad (Image + Text Copy)
Date of Capture: 10 July 2025
Platform: Facebook
Content Type: Social media video still + promotional caption
Practitioner Name(s): Redacted for privacy
Services Referenced: Facials, Laser Genesis skin treatments
Key Compliance Breaches Identified:
Component
Description
Breach Type
Guideline Reference
Use of Testimonials
The post contains direct customer reviews: “I’ve been to [clinic] 3 times… 10/10 experience and results!!” and “My skin has never looked better.”
🔴 Prohibited in any form of advertising
AHPRA Guidelines for Advertising a Regulated Health Service, s.133(1)(c)
Implied Guaranteed Results
Claims like “10/10 experience and results!!” and “My skin has never looked better” create unrealistic expectations of outcomes.
🔴 Misleading or deceptive
AHPRA Advertising Guidelines s.6.2; Medical Board Code of Conduct
Promotional Language
Use of “science-backed, results-driven skincare” and “Sydney’s leading cosmetic experts” lacks substantiation and implies superiority.
🔴 Potentially deceptive / unverifiable
ACL + AHPRA Advertising s.4.1.3
Unclear Role of Health Practitioner
The practitioner is referred to as “Nurse [Name]”, which may suggest medical endorsement or regulated treatment, yet no explanation of credentials or scope is given.
🟠 Misleading if medical procedures are implied without full context
AHPRA Do’s & Don’ts for Non-Surgical Cosmetic Procedures
Lack of Disclaimers
No mention of procedure risks, individual outcomes, or regulatory restrictions (e.g. laser use, medical supervision).
🟠 Missing mandatory advertising disclaimers
AHPRA Guidelines for Non-Surgical Cosmetic Procedures (2025)
Call to Action (Book Now)
“Book Your Consultation Now” paired with results-based testimonials and persuasive visuals could be considered an inducement if not accompanied by full T&Cs.
⚠️ Risk of inducement breach
AHPRA Guidelines s.4.2 + AMA Code
Summary
This Facebook advertisement contains multiple advertising breaches under AHPRA’s National Law and TGA guidance:
Use of testimonials is prohibited, regardless of whether they are written or verbal, especially in paid advertising.
The ad creates an expectation of universal success, which is misleading.
Visual and textual elements suggest medical-grade treatments (Laser Genesis, “Nurse”) without proper regulatory framing, disclaimers, or risk information.
Risk Level: HIGH – This post should be removed or substantially revised immediately to avoid potential complaint, disciplinary action, or regulatory scrutiny.
