This information outlines examples of advertising claims that don’t meet the legal requirements and how to make
them compliant. The Australian Health Practitioner Regulation Agency (Ahpra) and the Chiropractic Board of
Australia (the Board) are sharing these examples to help you check your own advertising to ensure you comply with
your obligations under the National Law.
Why the advertising is non-compliant and how the specific examples could be corrected is based on our
assessment of advertising complaints we have received for the chiropractic profession. To do this we apply
the National Law and any further guidance that National Boards and Ahpra publish, including the Guidelines for
advertising a regulated health service and resources on our websites.
The examples are specific to chiropractors and are some of the most common mistakes we see. We have also
published common examples which highlight advertising from various regulated health professions but are still
important to help you make your advertising compliant.
Check your advertising: Chiropractic examples PDF
This document comprises examples of advertising
considered false, misleading or deceptive, because:
The limited research evidence across manual
therapies is not supportive of practitioners making
advertising claims that they can effectively treat
non-musculoskeletal conditions. However, sometimes
chiropractic care may benefit aspects of some
non-musculoskeletal conditions and syndromes.
For example, manual therapy may help with
musculoskeletal aspects of a non-musculoskeletal
condition such as muscular tension often associated
with asthma, and in these circumstances chiropractic
care could be helpful in managing the condition
alongside care from other practitioners.
If advertising refers to a specific non-musculoskeletal
condition, it should be clear that the practitioner is
treating the aspects of the condition amenable to
manual therapy and the role of the treatment should
not be overstated.
These examples highlight non-compliant advertising
by chiropractors and/or chiropractic related websites,
Facebook pages, print advertisements and/or
advertising by chiropractors or chiropractic clinics on
third party websites.
Text in green means this is okay and is unlikely to
Text in orange means it can depend. If you
have qualified your advertising by providing the
appropriate context and clarification, it is unlikely
to be misleading to consumers.
Text in red means this advertising is in breach of
the legal requirements, and you should remove it
from your advertising.
This advertising is considered false misleading and deceptive. Parts of this advertising are unqualified and/
or are not supported by acceptable evidence and therefore may mislead consumers.
Chiropractic has been proven to be a very safe and
effective healthcare modality in Australia
Chiropractic treatment can help with:
Contact us to
book an appointment!
To resolve the issues with this advertising, we suggest the following changes.
Statement 1 could be corrected to read:
Chiropractic treatment may help patients
to manage a range of musculoskeletal
conditions, as well as musculoskeletal aspects
of non-musculoskeletal conditions
See Note 1 for more information
Statement 2 could be corrected to read:
See Note 2 for more information
Do you have a young child?
Chiropractic care can assist infants and
Chiropractic offers natural, drug-free
solutions to keep your children developing at
A recent study has shown that spinal
adjustments/chiropractic care is effective
in the management of children with
The results of this study show that
chiropractic is an important non-drug
intervention for children with hyperactivity.
Statement 1 These statements cannot be corrected and must be removed
Statement 2 These statements cannot be corrected and must be removed
This advertising is considered false, misleading or deceptive. Parts of this advertising are not supported by
acceptable evidence so may not be included in advertising.
If there is not acceptable evidence to support a claim it may not be in included in advertising
Are you pregnant?
Chiropractic treatment can help pregnant women with:
Chiropractic treatment can help clear your nervous
system of interferences, which in turn can improve
fertility, and aid in conception to become pregnant.
Contact us to
book an appointment!
Chiropractic treatment can help
pregnant women with:
Statement 2 This statement cannot be corrected and
must be removed
This advertising is considered false, misleading or deceptive. Under the National Law there is no specialist
registration for chiropractic. When a practitioner does not hold specialist registration, advertising that uses
words or titles related to specialty is likely to mislead the public to believe the practitioner holds a type of
Advertising that uses the words, or variations of the words or phrases ‘specialist’, ‘specialises in’, ‘specialty’,
or ‘specialised’ is likely to mislead the public to believe the practitioner holds a type of specialist registration
approved under the National Law.
We use specialised chiropractic techniques in our
Our practice specialises in chiropractic care for
Our practice includes Dr McKenzie (chiropractor)
Our practice specialises in chiropractic care for
Chiropractors are spine experts.
We use several specific chiropractic
techniques in our practice.
Statement 3 could be corrected to read:
Our practice has a specific interest in
chiropractic care for children.
Statement4 could be corrected to read:
... who says “I have a particular interest in
musculoskeletal issues in children.”
This advertising is considered false, misleading or deceptive. There is no provision in the National Law that
prohibits a practitioner from using titles such as ‘doctor’ or ‘Dr’ but there is potential to mislead or deceive if
the title is not applied clearly.
If practitioners choose to adopt the title ‘Dr’ in their advertising and they are not registered medical
practitioners, then (whether or not they hold a Doctorate degree or PhD) they should clearly state their
Dr McKenzie has spent the last 10 years as a health
practitioner practising in the field of musculoskeletal
Dr McKenzie (chiropractor) has spent the last
10 years as a health practitioner practising
the field of musculoskeletal sports injuries.
Dr McKenzie has spent the last 10 years
as a chiropractor practising in the field of
musculoskeletal sports injuries.
This advertising is clearly a testimonial.
Testimonials or purported testimonials, that is, recommendations or positive statements about clinical
aspects of a regulated health service are prohibited under the National Law when advertising regulated
Pay particular attention to testimonials (real or fake) which can be misleading for consumers, particularly about
a clinical aspect. If you’re unsure about whether or not the feedback relates to a clinical aspect of a regulated
health service, it’s best to seek legal advice or leave it out.
Jac, 47, is one of our many patients who experienced
great results with chiropractic treatment. Jac says:
‘As a patient who has received this treatment, I
confirm that it really does work and my chronic back
pain is much improved after only five sessions’.
Statement 1 An example of a recommendation that could
be used in advertising:
Alex, 35, says: ‘The practice is in a great
spot so parking isn’t a problem. The staff are
lovely and I have been going there for many
This advertising is considered to encourage the unnecessary use of regulated health services. The
advertising is also considered to be false, misleading and deceptive as it includes claims that are
not supported by acceptable evidence.
Did you know that regular checking of newborns, toddler and children’s
spines by a chiropractor for subluxations are essential to help deal with
trauma in gestation/birth/childhood and prevent illness later in life? Book
a visit for your child now.
The birth process can, and often does, cause your baby’s first subluxation,
especially if forceps or suction is used. During birth the shape of the
baby’s head can be altered and it can also place unnecessary pressure
on parts of the brain which if not corrected can lead to subtle changes in
The sooner a baby can be checked following birth the sooner the bone
structure of the baby can be accessed and corrected if needed.
Having your child’s spine carefully assessed for spinal problems after birth
gives them a good foundation for healthy growth and development later
in life. Many parents are amazed at how such gentle and non-invasive care
can make such a positive impact on the health of their child.