When Regulation Meets Responsibility: A Preview of the New AHPRA Guidelines

By Stefanie Milla, Founding Director & CEO, Aesthetic and Beauty Industry Council (ABIC)

The aesthetic and beauty sector in Australia is experiencing a critical moment of transformation. While our industry has always evolved with science and innovation at its core, we now find ourselves navigating increasing regulatory scrutiny, and not always fairly.

Recent media coverage has painted a narrow picture of what we do. At times, it’s framed our work as frivolous or risky, ignoring the deeper truth that we help millions of Australians feel confident, supported and empowered in their own skin. What is consistently overlooked is the fundamental, proven link between our appearance and mental health. When a person feels that their outward appearance reflects their inner vitality, when they look rested, healthy or simply more like themselves, their body responds biologically.

In fact, studies show that positive body image can trigger neurochemical changes, including elevated serotonin and dopamine levels, which support mental wellbeing and reduce stress markers such as cortisol (Etcoff et al., 2011; Cash et al., 2004). This isn’t vanity; it’s neurobiology. Yet these benefits are rarely acknowledged in the national conversation.

At ABIC, we advocate for evidence-based safety and ethics, but also for dignity, respect and fairness. We welcome clear guidance that protects patients. We support raising standards. But we must also protect the rights of professionals and small businesses to operate responsibly and without prejudice.

These new AHPRA guidelines, effective from September 2025, were previewed earlier through a public consultation phase in 2023/2024 where ABIC and the broader industry submitted feedback. Since then, many professionals have proactively made changes in preparation. We believe the guidelines represent a significant step toward patient safety, even as some elements risk limiting how patients find and connect with suitable practitioners.

Key Changes: What You Need to Know

No Testimonials or Emotional Messaging

Testimonials are banned. This includes patient stories, success posts, reviews on third-party sites, or even resharing a client’s Instagram story. Social proof, while powerful, can create unrealistic expectations. That said, this also restricts transparency, making it harder for patients to hear about others’ lived experiences and align with a practitioner whose ethos matches their own.

Influencer Content Is Regulated

Practitioners are held fully responsible for the content of any influencers or ambassadors they collaborate with. This includes ensuring compliance with all advertising restrictions and disclosing that any therapeutic products shown must follow TGA requirements.

Before-and-After Images Face Major Restrictions

field. ENs must work under RN supervision and cannot administer injectables in high-risk zones unless strict supervision conditions are met. RNs who only hold a qualification in mental health, paediatric, or disability nursing must retrain via an NMBA-approved pathway before practising in cosmetic procedures.

Under AHPRA guidelines, before-and-after images are permitted if they follow strict requirements: the images must be genuine, unedited, clearly labelled, and used responsibly. However, this creates tension with the Therapeutic Goods Administration (TGA), which prohibits the use of before-and-after images altogether in advertising therapeutic goods. This contradiction places practitioners in a difficult position, balancing the need to visually educate patients while adhering to overlapping regulatory frameworks.

Language Must Not Trivialise Procedures

Terms like “simple”, “quick”, “painless”, “perfect”, “transformative”, or “best version of yourself” are not permitted. Practitioners must use language that reflects the seriousness, risks, and complexity of each treatment. Advertising must remain factual and balanced.

Consent for Procedures and Image Use Must Be Separate

Practitioners must obtain two separate consents, one for the procedure, and a distinct one for the use of images. Patients must know exactly how their images will be used, for how long, and where. Consent must be documented and stored securely, and images may not be saved on personal devices.

Post-Procedure Care Requirements

Practitioners must ensure appropriate aftercare is in place, even if they are unavailable. Formal back-up arrangements must be made and documented. This is a welcome move toward continuity of care.

Strict Qualifications for Nurses and ENs

Registered Nurses must have one year of general nursing experience outside aesthetics before entering the cosmetic

Accredited Facilities Encouraged

Practitioners offering injectables or skinpenetrative procedures are encouraged (though not yet mandated) to operate from facilities accredited under the ACSQHC standards. This pushes the industry further toward medicalgrade safety benchmarks.

Striking the Right Balance

ABIC believes these reforms, while largely in the interest of public safety, must be implemented with sensitivity to professional viability and patient communication needs. Patients benefit from understanding a practitioner’s philosophy, technique and treatment approach, and overly restrictive advertising may hinder their ability to make an informed choice.

We also believe that respectful, professional, and evidence-informed communication, not manipulative or emotional messaging, should be the cornerstone of our industry’s public image.

What Comes Next

The ABIC Regulation Committee will gather industry feedback, lead a formal response to these changes and ensure industry voices are heard. We invite all registered health practitioners, educators and clinic owners to join us as we prepare submissions and develop compliance resources.

This is a defining moment. If we respond as a unified, ethical and expert community, we won’t just protect the public. We’ll elevate our profession.

Stefanie Milla