Press Release: New Advertising Guidelines Reinforce Safe, Ethical Practice in Cosmetic Medicine

Press Release: New Advertising Guidelines Reinforce Safe, Ethical Practice in Cosmetic Medicine

The Australian College of Aesthetic Medicine (ACAM) welcomes the release of AHPRA’s updated advertising guidelines for non-surgical cosmetic procedures, set to take effect from 1 September 2025.

These updated guidelines are consistent with the broader regulatory direction established by the Medical Board’s 2023 cosmetic surgery advertising guidelines and reflect the Therapeutic Goods Administration’s interpretation of scheduled medicine advertising. It’s not unexpected given their last advice and is an example of the consistent signalling the profession has received since the 2022 medical practitioner guidelines were published.

The updated expectations do not represent a significant departure from current standards, but they are detailed, specific, and should be read carefully. The clear intent is to uphold public safety, preserve trust, and ensure the ongoing viability of cosmetic medicine as a respected area of healthcare.

While the level of specificity may initially feel burdensome to some practitioners, particularly nurses and dentists who are newer to this level of guidance, we reassure our members that these expectations largely align with good existing practice. This is not a reinvention of standards but a reinforcement of safe, ethical principles already expected by professional boards.

To that end, ACAM continues to offer independent, high-quality, and flexible education pathways for both doctors and nurses working in cosmetic medicine. These programs are designed to meet the training standards outlined in the guidelines and reflect our long-standing commitment to ethical, evidence-based practice. ACAM remains committed to supporting all health practitioners through this evolution, with the shared goal of safe, ethical, and professional cosmetic care.

Dr Matthew Holman
President, Australasian College of Aesthetic Medicine (ACAM)

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