Updated 19 July 2026: on 18 June 2026 the TGA published new guidance, Complying with the restrictions on advertising prescription medicines to the public, which makes the position below more concrete. Its table of prohibited references now includes trade names (its examples are "Botox" and "Ozempic"), class references made "including indirectly or using substitute terms", colloquial names (examples include "Tox" and "Haytox"), and implied visual references: "Graphics of syringes, applicator pens, vials, capsules or pills associated with prescription medicines", including in logos. It also warns that consultation-page framing is not a workaround where the advertising implies a prescription could or will result. The article below is being revised against the new guidance; the full analysis is in the TGA advertising code article.
Key takeaways
- Since May 2024 the TGA prohibits named cosmetic treatment terms across all advertising channels, including websites, social media, Google Ads, meta titles and image alt text.
- Banned terms include injectables, dermal filler, anti-wrinkle injections, fat-dissolving injections, abbreviations or hashtags of those terms, and prescription product brand names used in a promotional context.
- June 2026 TGA guidance extends the ban to trade names (e.g. "Botox", "Ozempic"), colloquial names ("Tox", "Haytox"), substitute terms, and implied visual references such as syringe or vial graphics, including in logos.
- Permitted alternatives include cosmetic clinic, skin clinic, medical aesthetics, cosmetic medicine and cosmetic procedures, plus concern-led terms such as forehead lines or facial volume loss.
- Every instance of a banned term in live advertising is a separate potential breach, exposing the clinic to TGA compliance notices and injunctions and AHPRA disciplinary action under the National Law.
Since May 2024, the Therapeutic Goods Administration has prohibited cosmetic clinics from using specific terms in any marketing. The prohibition applies to websites, social media, Google Ads, meta titles, alt text, and Google Business Profile descriptions. It applies to all channels simultaneously.
The banned terms
- Injectables / injectable clinic / injection clinic
- Dermal filler / soft tissue filler / biostimulatory filler
- Anti-wrinkle injections / anti-wrinkle treatment / wrinkle-reducing injections
- Fat-dissolving injections
- Abbreviations or hashtags of any of the above
- Specific product brand names used in a promotional context
What is permitted
- Cosmetic clinic
- Skin clinic
- Medical aesthetics / medical aesthetic clinic
- Cosmetic medicine
- Cosmetic procedures
What this means for existing content
Most cosmetic clinic websites were built before May 2024 using these terms throughout: page headings, service descriptions, meta titles, image alt text, and blog content. Every instance of a banned term in live advertising is a separate potential breach.
The content strategy this requires
Because the TGA bans treatment-led keywords, compliant clinic marketing is built around concern-led content. Rather than targeting a banned treatment name, compliant content targets the patient's concern: volume loss in the face, hollow cheeks, jowls, forehead lines, neck rejuvenation, facial sweating.
This is not a workaround. It is a better strategy. Patients search for their problem, not the treatment name. Concern-led content attracts patients who are actively looking for a solution.
High-volume compliant keywords
- Skin clinic: approximately 151,000 searches per month nationally
- Cosmetic clinic: approximately 14,000 searches per month nationally
- Concern-led terms: forehead lines, facial volume loss, jowls treatment, neck rejuvenation, facial sweating (all compliant, all with measurable search volume)
The exposure
Breach of the TGA Advertising Code can result in TGA enforcement action including compliance notices and injunctions. AHPRA can also treat a TGA breach as grounds for disciplinary action under the National Law.
What to do now
Search your website copy, meta titles, image alt text, and active ad copy for every banned term. Every instance needs to be removed or replaced.
Skin Marketing audits clinic advertising against the complete AHPRA and TGA framework and produces a written report showing every breach found and the compliant fix. Request a free audit.
Related reading
The TGA advertising code, explained for clinics
What the Therapeutic Goods Advertising Code actually requires, what changed in the TGA's June 2026 guidance, and the penalties, with every rule cited to its clause.
The AHPRA advertising guidelines, explained in plain English
The five things clinic advertising must never do under section 133 of the National Law, what counts as advertising, who is liable, and how to check your own site.
Testimonials in cosmetic clinic advertising: what the ban actually covers
Testimonials in cosmetic clinic advertising: what the ban actually covers
Brendan Barnhill
Founder & Head of Digital, Skin Marketing
I built Skin Marketing because that gap is fixable. As the person who creates and authorises the advertising, I am legally exposed alongside the clinic if content is not compliant. That tends to focus the mind. The rules exist. Most agencies simply have not read them.
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