Can clinics use patient testimonials in advertising?
By Daniel Welsh, Founder, Routiq · Last updated 10 July 2026
No — the National Law prohibits using testimonials in advertising a regulated health service. That includes patient reviews, quotes, reshared patient posts, and screenshots of Google reviews used in your marketing.
This is one of the most common things clinics get wrong, because a five-star review feels like an obvious thing to share.
What counts as a testimonial
A testimonial is a recommendation or a statement about the clinical aspects of a regulated health service — the symptom, the treatment, or the outcome. Posting it, resharing a patient's post, screenshotting a review, or even liking and amplifying a patient's positive post can fall inside the rule.
The 2025 cosmetic guidelines went further and banned testimonials from social media influencers outright.
What you can share instead
Comments about non-clinical things — like customer service or how easy booking was — are generally not testimonials. And you can always talk about your team, your process, and educational content. Abby flags patient-outcome language and review screenshots and suggests a calmer way to make the same point.
Risky vs calmer
Risky
“'Best decision I ever made — my skin has never looked better!' ⭐️⭐️⭐️⭐️⭐️ — thank you Sarah!”
Calmer
“Thinking about a skin treatment? Book a consultation and we'll talk through what's realistic for your skin.”
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 screenshot a Google review and post it?
Review screenshots that reference the clinical service or outcome are treated as testimonials and are not permitted in advertising. Abby flags these.
What about a review that only praises the reception team?
Comments about customer service or communication, with no reference to clinical treatment or outcome, are generally not testimonials — but it's a fine line, so it's worth checking.
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.
Sources
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