What Can Optometrists Post? A Social Media Yes/No Guide

04 August 2026·2 min read

Quick answer: Optometrists are AHPRA-registered, so their marketing is governed by section 133 of the National Law and AHPRA's advertising guidelines. Educational content, your qualifications, eyewear and how you help are all fine to post. Patient testimonials about care, before-and-after photos that create unrealistic expectations, guaranteed-results claims, and identifying patients are not. Here's a quick Yes/No guide by content type. 🤍

Wondering whether a post is compliant? Here's a scannable Yes/No guide for optometrists. 💖

Can you post it? A quick guide

Type of content	Post it?	Why
Educational tips & how-tos	✅ Yes	Safe, and the best trust-builder
Your qualifications & registration	✅ Yes	Factual info about you is fine
Meet the team / behind the scenes	✅ Yes	Great — with consent, no patient info
Answering common questions (FAQs)	✅ Yes	Educational and low-risk
General health-awareness content	✅ Yes	Keep it evidence-based
Eyewear styling / fashion content	✅ Yes	The retail side is commercial — fine
A patient vision-improvement testimonial	🚫 No	Testimonial about clinical care
A patient testimonial or success story	🚫 No	Prohibited under s.133 of the National Law
Re-sharing a 5-star Google review	🚫 No	Reposting a testimonial in your own advertising counts
Before-and-after photos	🚫 Risky	Can create unrealistic expectations
“Guaranteed results” claims	🚫 No	Misleading and sets false expectations
A discount or free offer	⚠️ Only with clear terms	Inducements must state the conditions
Naming or identifying a patient	🚫 No	Confidentiality — always get consent, and avoid testimonials

💡 Testimonials are the hard line. The one to remember: patient testimonials about care are a hard no — but your eyewear and retail side is commercial, so styling content is fair game. Everything else comes down to: is it truthful, and does it set realistic expectations?

The safest play

When you're unsure, default to educational content — eye-health tips, styling advice, and how your service helps. It's compliant every time, and it's also the most effective way for optometrists to build trust and attract the right patients.

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

Can optometrists use patient testimonials?

No — as AHPRA-registered practitioners, using testimonials about clinical care in advertising is prohibited under section 133 of the National Law. That includes reviews you repost yourself.

Can optometrists post about eyewear and frames?

Yes — eyewear and styling content is part of the commercial retail side and is fine to post. Just keep any clinical claims (about vision or eye health) truthful, evidence-based and free of testimonials.

What can optometrists post on social media?

Educational eye-health content, eyewear styling, your qualifications, behind-the-scenes (with consent), and FAQs. Avoid clinical testimonials, guaranteed outcomes, misleading claims, and identifying patients.