What the AMA and AHPRA say about doctors' advertising?
AHPRA have released guidelines on how doctors and other health practitioners should advertise ethically and within the rules and regulation. AMA has further released a position statement.
To protect the public from misleading or deceptive information, Australian Health Practitioner Regulation Agency (AHPRA) released the "Guidelines for Advertising a Regulated Health Service" providing directions for advertising health services. The guidelines were developed by AHPRA and the 15 National Boards responsible for regulating registered health practitioners in Australia, such as doctors.
An advertiser under the guidelines, therefore the Act, includes any individual, business, or corporate entity that promotes a regulated health service. Advertising encompasses all forms of communication aimed at attracting people to use a regulated health service, including social media.
To promote their practice on a website while ensuring compliance with the guidelines from the Australian Health Practitioner Regulation Agency (AHPRA) and the Australian Medical Association (AMA), doctors should follow these key principles:
Adhering to Legal and Ethical Standards
Ensure all advertising is truthful, evidence-based, avoids patient testimonials, and clearly states terms for any offers, avoiding misleading claims.
Professional Integrity and Public Trust
Maintain honesty and transparency in advertising, avoid exploiting patient vulnerabilities, manage social media content carefully, and ensure all comparisons and reviews are fair and accurate.
Clear Communication
Provide clear, factual information about services, qualifications, and fees, and use genuine, non-misleading images and photographs.
Compliance and Accountability
Rgularly review and update advertising content, and ensure compliance with laws related to titles, qualifications, and additional legislation, such as Australian Consumer Law and Therapeutic Goods Advertising Code.
It's worthnoting that all forms of advertising, such as social media and business cards, must adhere to these standards to protect public trust and avoid legal penalties. Following these principles doctors can effectively promote their practice while maintaining compliance, thus safeguarding public trust and ensuring ethical advertising practices.