AHPRA advertising rules for podiatrists, in plain English
By Daniel Welsh, Founder, Routiq · Last updated 10 July 2026
Podiatry marketing runs into the National Law in four places: the protected 'podiatric surgeon' title, permanent-fix claims for ingrown nails and heel pain, outcome promises attached to orthotics, and free-assessment offers.
Podiatry is also one of the few professions with a specialist registration category — which cuts both ways for your wording.
Titles: podiatrist vs podiatric surgeon
Both are protected. 'Podiatric surgeon' requires specialist registration — a general podiatrist who performs nail surgery cannot use it or imply it. 'Foot specialist' is risky for the same reason: it implies a specialist status that only podiatric surgeons hold. Describe the service ('nail surgery performed by our podiatrists') rather than upgrading the title. Full guide: specialist titles.
The 'permanent fix' problem
'Permanent solution to ingrown toenails.' 'Never think about heel pain again.' 'Custom orthotics that fix your knees for good.' Each promises an outcome medicine can't guarantee — the unreasonable-expectation rule. Recurrence happens, results vary. The safer register: what the procedure involves, realistic success framing, assessment first.
Clinical photos and before-and-afters
Educational clinical photos are fine with patient consent — podiatry's visual content does well precisely because it's real. Promotional before-and-afters carry the standard conditions: genuine, unedited, consented, consistent images with context and a results-vary statement. The trap is the caption: 'satisfying transformation, book yours today' turns education into an outcome promise. See before-and-after rules.
Free gait checks, bulk-billing and offers
Offers need clear terms and conditions, and 'free' must be genuinely free — including when costs route through Medicare or health funds. Be precise about bulk-billing eligibility (EPC/CDM plans have criteria; 'bulk-billed podiatry' without qualification can mislead). Screening offers designed to convert everyone into orthotics sit inside the unnecessary-use rule. Details: discounts and offers.
Risky vs calmer
Risky
“Say goodbye to heel pain FOREVER — guaranteed results with our custom orthotics. Free gait check this week!”
Calmer
“Heel pain has a lot of possible causes. Book an assessment and we'll work out what's driving yours before recommending anything.”
Check your next post with Abby
Paste a caption or draft and Abby flags common advertising-risk patterns and suggests calmer wording. First check is free.
Ask Abby →Common questions
Can I call myself a foot specialist?
Risky — 'specialist' implies a registration category that in podiatry belongs to podiatric surgeons only. 'Podiatrist with a special interest in sports injuries' is the safer form.
Can I post nail surgery photos?
With patient consent, yes — educational clinical content is generally fine. Keep captions educational rather than outcome-promising, and apply the before-and-after conditions to promotional comparisons.
Can I advertise bulk-billed appointments?
Only with accurate eligibility wording — Medicare podiatry rebates depend on care-plan criteria, so unqualified 'bulk-billed podiatry' claims can mislead.
Do these rules apply to my Google Business profile?
Yes — your profile, posts and replies are advertising, the same as your website and socials.
General information, not legal advice
This page explains published AHPRA and TGA advertising guidance in plain English to help you review your own marketing. It is not legal advice, does not certify compliance, and is not endorsed by AHPRA or the TGA. Confirm anything material with your own lawyer or regulatory advisor.
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