For cosmetic injectors
Our approach
Why marketing cosmetic injectables is different
Most businesses can advertise what they sell. Cosmetic injectors can't. You can't name the products you use, describe the treatment in the terms your clients search for, share testimonials or promote a price special on them. And since AHPRA's guidelines for higher-risk non-surgical cosmetic procedures came in, the rules on images, influencers and language have tightened further.
That leaves a lot of injectors stuck. Some keep advertising the way they always have and hope no one notices. Others go quiet online and rely on word of mouth. Neither is a growth strategy.
The injectors who grow now market the things they're allowed to: their expertise, their clinic, their approach and the consultation. Done well, that's more persuasive than a product name ever was.
The rules
Cosmetic injectables advertising rules, in plain language
Two sets of rules shape how injectors can market themselves. The TGA controls how prescription medicines are advertised, and AHPRA controls how registered practitioners advertise higher-risk cosmetic procedures.
The products used in anti-wrinkle and filler treatments are prescription-only, and prescription medicines can't be advertised to the public. The TGA has made it clear that this includes indirect references. That means:
no product or brand names
no terms like "anti-wrinkle injections" or "dermal fillers", or the nicknames, abbreviations and hashtags people use for them
no promoting those treatments through testimonials, before-and-after photos or price lists
What you can promote is your clinic, your practitioners and consultations. For example, "our clinic offers consultations on reducing the appearance of wrinkles".
AHPRA's guidelines for higher-risk non-surgical cosmetic procedures, which include cosmetic injectables, took effect on 2 September 2025. In practice:
What you can do
Talk about your qualifications, training and experience
Explain your consultation process and realistic outcomes, including risks
Speak respectfully about ageing and appearance
Use genuine, unedited images where images are allowed, with the before image most prominent
What to avoid
Testimonials, including reposted client content and influencer posts
Before-and-after photos of injectable treatments, which the TGA rules generally rule out
Words like "quick", "easy" or "safe" without accurate risk information
Phrases like "best version of yourself", or implying normal features are a problem
Targeting under 18s or using images of people under 18
The practitioner is responsible for all of it, including content posted by influencers or staff on their behalf.
Kai Jacobs, Account Manager
The approach
How we market cosmetic injectors, within the rules
When you can't sell the product, you sell the practitioner, the clinic and the consultation. Every channel is built around that.
Local SEO
People still search for injectors, even if you can't use their words in your ads. We build pages around your practitioners, your clinic, your consultation process and the concerns clients bring to you, like "reducing the appearance of lines" or "facial volume consultation". Then we optimise your Google Business Profile so you show up locally. Reviews need care here, because testimonials about injectable treatments aren't allowed in your advertising.
Google Ads
Google's own policies and the TGA rules both limit injectables advertising. We build compliant campaigns around consultations, practitioner expertise and your clinic, and send them to landing pages that meet the rules while still converting. Every campaign is tracked through to booked consultations.
Instagram and Meta ads
Instagram used to run on before-and-afters and client reposts. Now it has to run on you. We build content around your expertise, training, philosophy and clinic experience, so clients choose you as a practitioner, not a price. Nothing mentions products, uses banned terms or hashtags, or reposts client testimonials.
Your practitioner brand
For injectors, trust in the person is everything. We help you build a clear practitioner brand, covering credentials, training, approach and values, across your website and social. That differentiates you from the clinic down the road running the same promotions.
How we work with cosmetic injectors
We're a boutique team that works with a small number of clinics, and every one is personally overseen by Lauren and our strategy team. Every partnership follows the same four phases.
Step 1
Diagnose
We audit your website, ads and social for compliance risks, review your bookings data and competitors, and get clear on your growth goals.
Step 2
Strategise
We build a compliant channel plan with defined targets, like consultations booked, consult-to-treatment rate and client return rate.
Step 3
Execute
We build and run your campaigns, content and email flows, and every piece is reviewed against TGA and AHPRA requirements before it goes live.
Step 4
Optimise
We report monthly in plain language, scale what's working and keep your marketing up to date as guidance changes.
