{"id":4620,"date":"2023-05-25T23:40:16","date_gmt":"2023-05-25T23:40:16","guid":{"rendered":"https:\/\/www.connectedculture.com.au\/?p=4620"},"modified":"2023-07-07T01:49:26","modified_gmt":"2023-07-07T01:49:26","slug":"navigating-the-new-cosmetic-surgery-advertising-guidelines-ensuring-compliance-in-the-digital-marketing-era","status":"publish","type":"post","link":"https:\/\/www.connectedculture.com.au\/navigating-the-new-cosmetic-surgery-advertising-guidelines-ensuring-compliance-in-the-digital-marketing-era\/","title":{"rendered":"Navigating the New Cosmetic Surgery Advertising Guidelines: Ensuring Compliance in the Digital Marketing Era"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"4620\" class=\"elementor elementor-4620\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8db9093 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8db9093\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-362087f7\" data-id=\"362087f7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-447f7eb7 elementor-widget elementor-widget-text-editor\" data-id=\"447f7eb7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><!-- wp:paragraph --><\/p>\n<p><span style=\"font-weight: 400;\">If you are a plastic surgeon or the owner of an aesthetic practice in Australia, it is crucial to stay informed about the new guidelines and restrictions proposed by the government that came into effect at the start of July 2023.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These new Australian Health Practitioner Regulation Agency (AHPRA) guidelines have significant implications for your practice\u2019s digital marketing program, as what you have been doing might now be illegal.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Connected Culture is a leading digital marketing content agency in the plastic and cosmetic surgery industry and in our latest blog, we will discuss some of the proposed changes and how they can impact on your practices digital marketing strategies. Getting to grips with these guidelines will help you remain compliant with legal advertising policies while adapting your marketing assets to align with the new regulations from AHPRA.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As medical professionals, specialist plastic surgeons in Australia bear the responsibility of upholding the highest standards of ethical conduct and patient care. With the implementation of new\u00a0 AHPRA regulations which took effect on the 1st of July 2023, it has become crucial for specialist plastic surgeons (and their teams) to ensure compliance and align their practices with these guidelines. Below we hope to highlight and discuss the key areas of focus outlined in AHPRA\u2019s new regulations and provide a checklist to help specialist plastic surgeons better understand if they are operating correctly in the new regulatory landscape to safeguard both their patients and their profession.<\/span><\/p>\n<p><b>Updates in the Guidelines<\/b><\/p>\n<p><b>Patient Privacy:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Respecting patient privacy is of utmost importance, especially when it comes to advertising. Even if patients have given consent to be featured in promotional materials, it is essential to ensure they fully understand the implications and do not feel pressured or obligated to agree. To protect patient privacy effectively, consider alternative marketing methods such as taking close-up photos of the surgical area and minimising the inclusion of unnecessary personal details.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Checklist for Patient Privacy<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Do you ensure your patient images do not contain unique jewellery, birthmarks, scars, tattoos, or demographic information from your patients?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Does your practice avoid disclosing patient names through metadata or other file information?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Is your marketing material restricted to capturing surgical areas in photographs, minimising exposure of additional patient information?<\/span><\/li>\n<\/ul>\n<p><b>Before and Afters:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Clinical before and after images serve as valuable resources for prospective patients. However, it is essential to handle these images with care to ensure transparency and prevent any misrepresentation. Avoid any manipulations or edits beyond cropping and censoring, as such alterations can be misleading and deceptive. Selfie images, taken by patients themselves, are problematic as they may not accurately represent the surgical outcomes and can be influenced by filters or editing apps.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Checklist for Before and After Images<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Do you ensure consistency in camera angle, background, framing, exposure, and lighting in your before and after images?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are all your featured patients photographed with the same posture, clothing, and makeup in before and after images?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Do your marketing images have a caption that emphasises that individual results may vary and may not precisely replicate the outcomes depicted in the images?<\/span><\/li>\n<\/ul>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><!-- \/wp:paragraph --><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-214d1ec elementor-widget elementor-widget-image\" data-id=\"214d1ec\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/www.connectedculture.com.au\/wp-content\/uploads\/2023\/05\/Untitled-design-1-1024x1024.png\" class=\"attachment-large size-large wp-image-5209\" alt=\"\" srcset=\"https:\/\/www.connectedculture.com.au\/wp-content\/uploads\/2023\/05\/Untitled-design-1-1024x1024.png 1024w, https:\/\/www.connectedculture.com.au\/wp-content\/uploads\/2023\/05\/Untitled-design-1-300x300.png 300w, https:\/\/www.connectedculture.com.au\/wp-content\/uploads\/2023\/05\/Untitled-design-1-150x150.png 150w, https:\/\/www.connectedculture.com.au\/wp-content\/uploads\/2023\/05\/Untitled-design-1-768x768.png 768w, https:\/\/www.connectedculture.com.au\/wp-content\/uploads\/2023\/05\/Untitled-design-1.png 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-037b513 elementor-widget elementor-widget-text-editor\" data-id=\"037b513\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><!-- wp:paragraph --><\/p>\n<p><b>Sexualising or Making Light of Surgery<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The glamorisation of cosmetic surgery goes against the guidelines set by AHPRA. Surgeons should be cautious when using imagery and language that may contribute to this glamorisation. Avoid publishing photos or videos of patients in unnecessary states of undress, posing in ways that accentuate their bodies, or in glamorous settings. Refrain from using language that suggests perfection, magic, or life-changing results, as these can create unrealistic expectations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Checklist for Avoiding Sexualisation or Making Light of Surgery<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Is your marketing material free from emojis, inappropriate music, or bright colours in advertising content?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Is your marketing language of such a nature that it focuses on the benefits of surgery without exaggeration or unrealistic claims?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Does your advertising educate patients about the risks associated with surgery and the potential for individual results to differ?<\/span><\/li>\n<\/ul>\n<p><b>Testimonials<\/b><\/p>\n<p><span style=\"font-weight: 400;\">While testimonials can be powerful tools, they are not permissible under the new regulations. Positive statements or recommendations from patients regarding clinical aspects or outcomes of surgery are considered advertising and should be avoided. Testimonials can create unrealistic expectations and may not provide a comprehensive overview of the risks, pain levels, complications, and recovery process associated with surgery.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Checklist for Testimonials<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Do you refrain from using positive statements shared by patients or recommendations from them?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Have you avoided reposting private messages expressing positivity about surgery or results?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Is your practice avoiding sharing posts, stories, or patient journeys on social media that endorse surgery outcomes?<\/span><\/li>\n<\/ul>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><!-- \/wp:paragraph --><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5de4815 elementor-widget elementor-widget-image\" data-id=\"5de4815\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/www.connectedculture.com.au\/wp-content\/uploads\/2023\/05\/4-1024x1024.png\" class=\"attachment-large size-large wp-image-4634\" alt=\"\" srcset=\"https:\/\/www.connectedculture.com.au\/wp-content\/uploads\/2023\/05\/4-1024x1024.png 1024w, https:\/\/www.connectedculture.com.au\/wp-content\/uploads\/2023\/05\/4-300x300.png 300w, https:\/\/www.connectedculture.com.au\/wp-content\/uploads\/2023\/05\/4-150x150.png 150w, https:\/\/www.connectedculture.com.au\/wp-content\/uploads\/2023\/05\/4-768x768.png 768w, https:\/\/www.connectedculture.com.au\/wp-content\/uploads\/2023\/05\/4.png 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8bda2b4 elementor-widget elementor-widget-text-editor\" data-id=\"8bda2b4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b>New Advertising Guidelines you need to be aware:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Along with updates or consolidation of cosmetic surgery guidelines in relation to patient privacy, before and after images, avoiding making light of cosmetic surgery, and testimonials, the new guidelines include new areas of practitioner responsibility, titles and claims, financial and incentives, social media influencers, risk and recovery, and so much more. As a snapshot:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Does your advertising contain the medical practitioners\u2019 registration type and number in all advertising?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Do you provide easy access to information about risks and recovery?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Does your practice use videos and images responsibly, and not for entertainment?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Does your advertising not use body language wording and terms that could be deemed negative?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Is your advertising identified as adult content?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Is all of your historical content compliant with the new guidelines?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">How did your practice score on the checklist? If just one of the boxes aren&#8217;t checked your practice runs the risk of not adhering to AHPRA\u2019s new regulations. Specialist plastic surgeons in Australia must now prioritise compliance with the new AHPRA regulations to ensure the ethical and responsible practice of their profession. As medical professionals, it is your responsibility to prioritise the best interests of your patients. It is essential to understand and comply with these guidelines to avoid legal repercussions and maintain consumer trust. By adapting your digital marketing strategies and embracing transparency and authenticity, you can thrive in the evolving landscape of cosmetic surgery advertising. Together, we can ensure a safer and more ethical practice for the benefit of both patients and the medical community.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Connected Culture offers a comprehensive solution for specialist plastic surgeons and practice owners who want to navigate the new regulatory landscape with confidence. By partnering with Connected Culture, you can ensure that your digital marketing strategies align with the new regulations and remain compliant with legal advertising policies. Remember, staying informed about potential regulatory changes beyond these proposed guidelines is crucial. Be prepared to adapt your marketing efforts to align with future regulations and ensure your compliance in the dynamic landscape of the cosmetic surgery industry<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For more information on navigating these changes, refer to the proposed AHPRA policies and stay updated with relevant industry news and guidelines. Connected Culture&#8217;s years of medical advertising knowledge can provide the guidance and support you need to ensure compliance with the new regulations. Let us assist you in adapting your digital marketing program to align with the guidelines, giving you peace of mind and allowing you to focus on what matters most: providing the best possible care to your patients.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don&#8217;t get caught out non-compliant, expand your knowledge with our exclusive Masterclass on understanding the new APHRA rules! Please <strong><a href=\"https:\/\/www.connectedculture.com.au\/contact-us\/\">contact us<\/a><\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You may also book a call with Elzanne for any assistance or if you need your website audited,<\/span><a href=\"https:\/\/www.connectedculture.com.au\/contact-us\/\"><b> book in a conversation today.<\/b><\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1457aa9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1457aa9\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3927dc1\" data-id=\"3927dc1\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4bdbd72 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"4bdbd72\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.connectedculture.com.au\/contact-us\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">LET'S TALK CONTENT AUDIT<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>If you are a plastic surgeon or the owner of an aesthetic practice in Australia, it is crucial to stay informed about the new guidelines and restrictions proposed by the government that came into effect at the start of July 2023.\u00a0 These new Australian Health Practitioner Regulation Agency (AHPRA) guidelines have significant implications for your [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":4626,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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Surgery Advertising Guidelines: Ensuring Compliance in the Digital Marketing Era - Connected Culture | Digital Advertising &amp; Performance Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.connectedculture.com.au\/navigating-the-new-cosmetic-surgery-advertising-guidelines-ensuring-compliance-in-the-digital-marketing-era\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Navigating the New Cosmetic Surgery Advertising Guidelines: Ensuring Compliance in the Digital Marketing Era - Connected Culture | Digital Advertising &amp; Performance Agency\" \/>\n<meta property=\"og:description\" content=\"If you are a plastic surgeon or the owner of an aesthetic practice in Australia, it is crucial to stay informed about the new guidelines and restrictions proposed by the government that came into effect at the start of July 2023.\u00a0 These new Australian Health Practitioner Regulation Agency (AHPRA) guidelines have significant implications for your [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.connectedculture.com.au\/navigating-the-new-cosmetic-surgery-advertising-guidelines-ensuring-compliance-in-the-digital-marketing-era\/\" \/>\n<meta property=\"og:site_name\" content=\"Connected Culture | Digital Advertising &amp; Performance Agency\" \/>\n<meta property=\"article:published_time\" content=\"2023-05-25T23:40:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-07T01:49:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.connectedculture.com.au\/wp-content\/uploads\/2023\/05\/0672DA45-3EA9-4AE5-9CF3-429CC314C4FA-55846-0000084507669586_2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1776\" \/>\n\t<meta property=\"og:image:height\" content=\"1019\" \/>\n\t<meta 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