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AHPRA' Medm~Prococ.e ~ ~a-d MidWifery P!.ychology

Australian Health Practitioner Regula1ion Agency

Advertising Compliance and Enforcement Consumer Health Regulators Group

Luisa lnterligi 15 February 2018

Released under FOI

Overview

1. Advertising: Resources for Compliance

2. Resources for Compliance: Self Assessment Tool

3. Review: Guidelines for advertising regulated health services

4. Testimonials- Decision-making framework

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Austroltan Health Proctlt10ner Regulation Agency

Released under FOI Responsible advertising in

Outcomes: focus for future work

healthcare forum >Moreworkwithconsumers

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Au5trohan Health Practitioner Regulation Agency

> Helping practitioners understand I identify non­compliant advertising -opportunities for joint work with associations

> How to deal with third party websites?

Released under FOI Advertising resources

Advertising resources Putlkatlons and resources • : 'C®' :~:~ ~ 'J? i~a-.-oos

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What consumers need to know

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What health practitioners and heaJthcare providers need to know

Supporting the public to make informed choices

Further information on advertising and the National Law

The ~ationa i R~istrat 1on ~ h credifalion Scheme Qfle Na!.tooal Set-erne) ha-; public ~!ely a1ll!l heart.

To help the N.aiional &hems protect the pl.:!~~~ tl;e Iii?!. i~ Pmtlihone>r R&gul~bo.'l National Law (the Na~booal Lawl mclu~ pro\llston& about ath<ertiS~og ~1<11;;1.'1 h&allh :S&I'.rn;P.s.

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• AHPRAAdvertising resources page -

Further updates planned : • Self Assessment Tool • Fact sheet - Evidence • More profession specific examples

Rele~ased under FOI

Existing Resources

Words to be wary about

Some words have more potential to mislead or detelve wnen used In acvertlslng, so It I carefully.

1. The word ·cure·. The unqualified use of the word ·cure· could breach section 133 unl~s there IS: acceptal a condition. It 1s often not possible to establish a causal connection between providing . patient improvement. This is because not all Improvement in a condition can necessaril many Intervening factors. relapses frequently otrur and the response to treatment varl individual. Wording about the potential to reduce the severity of symptoms Is often saft may be able to reduce the severity of the symptoms·.

2. The words 'can help/ improve/trear or •effectively treats'. When there is acceptable evidence that a health service can help certain conditions. it n like ·x treatment or x approach can help/Improve these conditions·. When there is limite treatment can help certain conditions. it is unacceptable to claim or suggest that it can I rn these cases. it can still be misleading to state that treatment or a particular approach conditions unless the advertisement Is clear about the limited or InconclusiVe evidence.

3. The word 'safe'. When a treatment is generally c:onstdered safe based on acceptable evtdence, 1t may bE treatment is generally considered to be safe but occasionally may be associated with p cases·. It Is potentially misleading to state that treatment or a particular approach Is forms of treatment have the potential for adverse reactions.

4. The word 'effective'.

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If this mformation does not provide you With what you are lookmg for. please C1Jn~5:1

FAQ about advertising

AdVertising IS actions by people or businesses to araw attention to their services. Tl·, promote serv1ces are almost limitless and include all forms of~ nn~er.i and electron:c

These Include: I • any public communication using television. radto. mot1on p1t:tures. newspapers,

representations. designs. mobile communications or other displays

• professional websltes. the Internet or directories. and

• busmess cards. announcement cards, office signs. letterhead. telephone d1r2rrd directory listings and similar professional notices.

The focus as on the promotional quality of advenlsing, it also rnc!udes Situations 111 \,J information for media reports. magazine articles or advertorlals, including where tb~ on particular products or services, or about other health practitioners.

• What does 'regulated health service' mean?

When there Is acceptable evidence that a health service car' treatment or approach has been shown to be effective for Inconclusive evidence that treatment has been shown to bt: reasonable to state something like 'there is mixed and/or be effective in the management of certain conditions'.

Use the examples below to check and correct your advertising Simply cnoose an option below to read guidance on how advertising can be corrected.

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Examples common to aD regulated professions Chiropractic examples Osteopathy examptes

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New resource Self Assessment Tool

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Released under FOI Review: Guidelines for Advertising Regulated Health Services

•Guidelines due for scheduled review.

• The purpose of the review is to ensure the ongoing relevance, consistency, accuracy and accessibility of the Guidelines to help advertisers understand their obligations when advertising a regulated health

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Released under FOI When are testimonials prohibited under National Law? • Under section 133(1) (c) of National Law, a person

cannot advertise a regulated health service in a way that uses a testimonial. This means that National Law does not allow the use of testimonials in advertising. A statement, view or feedback about a service received or provided is considered a testimonial if it includes recommendations or positive statements about clinical aspects of a regulated health service.

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Released under FOI When are testimonials prohibited under National Law?

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