To avoid misleading the public, claims made in advertising about regulated health services must be supported by acceptable evidence.
The framework below can be used by anyone (a business or individual) advertising a regulated health service (including registered health practitioners, business owners, organisations or corporate entities) to assess if there is acceptable evidence for a claim made in advertising.
The Australian Health Practitioner Regulation Agency (Ahpra) and National Boards’ approach to assessing evidence to support claims is consistent with the wider scientific and academic community.
There is an important difference between acceptable evidence for claims made in advertising and the evidence used for clinical decisions about patient care. When treating patients, practitioners must obtain informed consent for the care provided and are expected to discuss the evidence for different treatment options. In advertising, the claims are generic, and practitioners are not available to clarify whether a treatment is appropriate for an individual patient.
In general, evidence is assessed as ‘acceptable’ where a body of evidence rates highly against the following factors (see here for more information on what is acceptable evidence):
The framework above should be used when assessing advertising claims about the benefits or effectiveness of a treatment.
Study design is an important aspect to consider when assessing if claims are supported by acceptable evidence. The evidence required for a therapeutic claim will depend on the specific claim made in the advertisement.
A well-conducted systematic review of relevant randomised control trials (RCT) represents the highest level of evidence where it considers all studies on a given topic and the review is systematic, it can be reproduced and is representative of all the evidence. Where a systematic review is unavailable, it is important that relevant sources of evidence are considered (not selective sources which are not representative).
There are specific issues that need to be considered in making a judgement about the quality of a specific study design. More information on assessing three common study designs can be found below:
Examples of unacceptable evidence could include a comparative study without concurrent controls or a single case study. Such evidence has a higher risk of biased (or inaccurate) findings as a consequence of the study design.
The following types of studies will generally not be considered acceptable evidence for advertising claims:
An explanation of terms and why they are important when assessing if evidence is ‘acceptable’, and helpful resources, are on the Glossary of terms and resources page.
Factors for assessing if evidence is acceptable
Issues to consider about study design
Glossary of terms and resources