Health experts have slammed certain medical advertisements. 

The Australian Medical Association (AMA) says advertising that promotes unrealistic body images or depicts normal human conditions and experiences as pathological conditions requiring medical treatment can exploit vulnerable people and lead to mental ill-health.

The organisation says doctors should ensure that any advertising they take part in, including via social media, assists informed patient choice and does not undermine it.

“Inappropriate advertising can lead people to use products or services indiscriminately or unnecessarily, potentially resulting in physical, psychological or financial harm,” AMA President Dr Omar Khorshid says.

“The AMA is troubled by medical advertising practices that promote unrealistic body images, particularly where these concerns relate to common features of the human lifecycle.

“Wrinkles, loose skin, and baldness are part of the natural ageing process, and emotions such as grief and day-to-day worries are not necessarily pathological conditions requiring medical treatment.

“The AMA is increasingly concerned about advertising practices that seek to make people think that these are pathological conditions requiring treatment. This can lead vulnerable people to seek unnecessary treatments, and can contribute to poor mental health.

“Doctors should not promote products or services in a manner that encourages unnecessary medical consumerism or encourages individuals to view their personal experiences and appearance through a medical lens.”

Doctors are prohibited under the Health Practitioner Regulation National Law from advertising that:

  • Is false, misleading or deceptive, or is likely to be misleading or deceptive

  • Offers a gift, discount or other inducement to attract a user of the service without stating the terms and conditions of the offer

  • Uses testimonials or purported testimonials

  • Creates an unreasonable expectation of beneficial treatment

  • Encourages the indiscriminate or unnecessary use of regulated health services, whether directly or indirectly