14/11/2025
As physiotherapists practising in Australia, it’s not just what you do with patients that matters — it’s how you communicate what you do. The way you advertise your services is a direct expression of your ethical practice and is governed by both the Code of Conduct and the Guidelines for Advertising a Regulated Health Service.
What is allowed
📌 Verbal, print, or electronic communication can be used provided it is accurate and lawful.
📌 You may refer to your qualifications or experience truthfully, as long as you clarify what the credential is and when it was awarded (if you are making a claim about a “specialist” credential).
📌Pricing information is okay if transparent, including total cost (not just “from $…” without context).
What isn’t allowed (and why)
If you advertise your physiotherapy service it must not:
a. Be false, misleading or deceptive (or likely to be so).
b. Offer gifts, discounts or inducements unless all terms and conditions are clearly stated.
c. Use testimonials or purported clinical testimonials about outcomes. (Even a social-media “success story” can trigger this!)
d. Create an unreasonable expectation of benefit from the treatment.
e. Encourage indiscriminate or unnecessary use of physiotherapy services.
Because these rules reflect the ethical principle of “cause no harm”, and “act fairly” from the Code of Conduct (i.e., marketing should not exploit patients or mislead them).
Let's now consider some scenarios to make sense of these guidelines.
Scenario A:
You run a clinic specialising in shoulder rehab. You post on Instagram: “Fix your shoulder in 3 sessions guaranteed! Book now and get a free extra session.”
What’s wrong?
“Fix your shoulder in 3 sessions guaranteed” = sets an unreasonable expectation.
“Free extra session” = inducement/gift without clear terms.
Verdict: This breaches advertising guidelines.
Scenario B:
You post: “Our physiotherapy clinic has over 15 years’ experience helping patients recover from rotator cuff surgery and meet rehabilitation goals. For full pricing see our website. Book a consult to discuss your individual needs.”
What’s good?
Experience claim is correct and verifiable, not misleading.
Transparent offer to individualise, no guarantee of outcome, no testimonials or inducements.
Verdict: This advert is compliant.
Whenever you put anything out about your practice — website, social media, flyer — pause and ask:
Is this truthful and clear?
Could someone interpret this in a way that inflates expected benefit?
Does this rely on a testimonial or anecdote?
Are there hidden terms or fine print I’m not stating?
If the answer to any is yes → revise before publishing.
Your advertising = part of your professional identity. When you get it right, you’re reinforcing public trust, meeting your ethical foundation and staying on the right side of the law.
Let’s hold ourselves to that standard.
Have a strong week ahead! 💬
