How can AHPRA improve compliance of health practitioner advertising?

Abstract

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Advertising and general dental practice: how compliant are practice websites in Australia with legal requirements?

“…20 Furthermore, a lack of action (perceived or otherwise) by AHPRA in the face of clear breaches by others, may discourage registrants from modifying their own advertising practices. 21 Further research is required to investigate why contravention of regulatory guidance regarding advertising guidance is so commonplace. A 2019 study found that over 80% of the websites of plastic surgeons in Australia were found to be compliant with the AHPRA advertising guidance, so greater compliance among the dental profession should be possible.…”

“…However, the flexibility and agility associated with this regulatory model can result in uncertainty and (perceived) inconsistency over what is acceptable to advertise 20 . Furthermore, a lack of action (perceived or otherwise) by AHPRA in the face of clear breaches by others, may discourage registrants from modifying their own advertising practices 21 …”

“…The challenge for AHPRA is to balance a flexible Right‐touch regulatory approach with sufficient rigidity to enable registrants to recognise when a breach will automatically result in a charge of non‐compliance. Atkin suggested that a voluntary database could be established where registrants can provide their website addresses, which could be subjected to random audits for compliance, although success in this regard may be limited if all registrants are not required to be part of this process 21 . In addition, leadership and education from professional bodies, such as the Australian Dental Association (ADA), can emphasise the ethical and legal importance of its members complying with the legal and regulatory guidelines.…”