AHPRA Advertising Rules for Psychologists: What You Can & Can't Say

04 August 2026·2 min read

Quick answer: Psychologists are registered health practitioners, so their advertising is governed by section 133 of the National Law and AHPRA's advertising guidelines. In short, you can't use testimonials about clinical care, make false or misleading claims, create unreasonable expectations of benefit, offer gifts or discounts without clearly stating the terms, or encourage unnecessary use of your services. You can share educational content, your qualifications, your services and fees, and general information. When in doubt, check AHPRA's advertising guidelines. 🤍

Marketing a psychology practice comes with rules most other businesses don't have. Here's a plain-English guide to what AHPRA allows. 💖

What you can't do

No testimonials — about the clinical aspects of care
No misleading claims — keep everything truthful and accurate
No unrealistic expectations — don't imply guaranteed outcomes
No inducements without terms — gifts or discounts need clear conditions
No encouraging unnecessary services — advertise responsibly

💡 Testimonials are the big one. Section 133 of the National Law specifically prohibits using testimonials about clinical care in advertising a regulated health service. AHPRA even has a testimonial tool to help you check.

What you CAN do

Educational content — helpful, general, evidence-based
Your qualifications — training, registration, areas of focus
Your services & fees — clear, factual information
How sessions work — what a client can expect
Your approach — so the right clients feel safe

You can read the full rules in AHPRA's Guidelines for advertising a regulated health service.

Please note: This is general information to help you market compliantly — it isn't legal advice. Advertising rules change, so always check the current guidance from AHPRA (and your own board or professional association) before you publish.

Frequently asked questions

What advertising rules apply to psychologists?

As registered health practitioners, psychologists must follow section 133 of the National Law and AHPRA's advertising guidelines. These prohibit testimonials, misleading claims, unrealistic expectations, inducements without terms, and encouraging unnecessary services.

What can't psychologists say in advertising?

You can't use testimonials about clinical care, make false or misleading claims, imply guaranteed outcomes, offer gifts or discounts without stating the terms, or encourage unnecessary use of services. Educational, factual content is safe.

What happens if you breach AHPRA advertising rules?

Advertising that breaches the National Law can be investigated by AHPRA and, in serious cases, prosecuted with financial penalties. The person in control of the advertising is responsible, so it's worth getting it right.