Stronger Regulations Reshape the Cosmetic Industry in Australia

1. New AHPRA Guidelines Now in Effect

Effective today, the Australian Health Practitioner Regulation Agency (AHPRA) has enforced two pivotal sets of guidelines targeting non-surgical cosmetic procedures covering both performance and advertising standards.

Training & Experience Requirements

Registered nurses (RNs) must now complete at least 12 months of full-time practice in a non-cosmetic area before they can legally move into cosmetic injectables such as Botox, fillers, and other non-surgical treatments.
Additional education and training in areas like facial anatomy and emergency procedures are now mandatory for any practitioner expanding their scope into cosmetic work.
Continuing professional development (CPD) must be aligned with cosmetic medicine practices, though industry leaders express concern over a lack of defined training standards and enforcement measures.

Advertising Restrictions

Advertisements for higher-risk procedures must now include only real, unaltered images—airbrushing and other deceptive editing are banned.
Influencer testimonials and endorsements, particularly those involving free or discounted treatments, are absolutely prohibited.
Advertising targeting minors (under 18s) is now banned. Further, a mandatory seven-day cooling-off period between consultation and treatment is required for this age group.
All ads must explicitly state the registered practitioner performing the procedure.

2. Why These Changes Now?

The reforms stem from mounting concerns over patient safety due to the rise of under-qualified practitioners and misleading advertising. AHPRA received around 360 notifications related to non-surgical cosmetic interventions between September 2022 and March 2025.

High-profile incidents, including hospitalisations and botulism cases linked to illicit injectables, have intensified the call for accountability and transparent regulation.

3. Industry Stakeholder Responses

Australian Society of Plastic Surgeons (ASPS) lauds the guidelines, stating they help bring non-surgical practitioners in line with surgical standards and better protect patients.
Cosmetic Nurses Association and Australian College of Nursing also view the changes positively, seeing them as overdue clarity and patient-centred regulation.
Critics, notably from the Australasian Society of Aesthetic Plastic Surgeons, stress that stronger enforcement of CPD and clearer training benchmarks are still needed.

4. Additional Industry and Regulatory Developments

Queensland Health has issued new guidance restricting the storage and allocation of Schedule 4 medications (e.g., Botox, injectables); stocks must now be assigned post-consultation, and pre-stocking via telehealth is discouraged.
Regulatory oversight remains fragmented, AHPRA raises expectations, but a lack of nationally uniform licensing and specialty recognition challenges consistent enforcement.
Product ingredient oversight is ongoing: cosmetics are regulated via the Industrial Chemicals framework, while those with therapeutic claims fall to the TGA.

5. What Consumers and Practitioners Should Expect

For Practitioners:

Review and update training, advertising, and consent protocols immediately.
Ensure compliance with altered ad standards and consider auditing social media strategies.
Be prepared for enforcement actions starting from September 2025.

For Consumers:

Look for qualified, well-trained professionals with transparent advertising.
If under 18, expect a mandatory waiting period before undergoing cosmetic procedures.
Always verify practitioner credentials via AHPRA and ask clear questions about training and experience.

As of 2 September 2025, Australia has taken significant steps to elevate safety and ethics in the cosmetic industry. Through updated AHPRA guidelines, targeting training, advertising, and practices, the reforms aim to realign the booming non-surgical sector with medical standards and protect vulnerable consumers. Yet, calls for clearer training criteria and robust enforcement remain loud within the industry.