Before-and-after photos and AHPRA: what clinics can post
By Daniel Welsh, Founder, Routiq · Last updated 10 July 2026
AHPRA does not ban before-and-after images outright, but the conditions are strict. Images must be real and un-enhanced, of actual patients with informed consent, taken under consistent conditions, and presented with context and a note that results may vary.
Where a before-and-after clearly shows the result of a prescription injectable, it can also count as advertising a therapeutic good — which raises TGA issues on top of AHPRA's.
The conditions in plain English
Use genuine, unedited photos — no airbrushing, filters or retouching. Get and keep the patient's informed consent. Keep lighting, angle and framing consistent between the two images. Don't cherry-pick an unrepresentative result. And include context: the procedure, the timeframe, and a clear 'individual results may vary' style statement.
Content aimed at, or featuring, under-18s in a cosmetic context is not permitted.
Where clinics get caught
The common issues are edited or filtered images, missing consent records, and captions that promise a specific outcome ('you'll look 10 years younger') or name the product used. Abby reviews the caption and the image together and flags these before you post.
Risky vs calmer
Risky
“Before & after 1 session — flawless, wrinkle-free skin guaranteed 😍”
Calmer
“Before and approximately 4 weeks after a skin treatment. Individual results vary; a consultation helps us tailor a plan to you.”
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
Do I need a disclaimer on before-and-after posts?
Yes — AHPRA expects context including a statement that results vary between individuals, along with the procedure and timeframe. Abby reminds you to add this.
Can I use a filter to tidy up the lighting?
No. Images must be genuine and un-enhanced. Filters, airbrushing and retouching are not permitted for before-and-after advertising.
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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