We regularly see naturopath and wellness websites with copy that an AHPRA-registered practitioner would never get away with: “heals the gut”, “detoxes the liver”, “reverses autoimmune conditions”. The usual assumption is that because naturopaths aren’t registered under the National Law, the advertising rules don’t apply. Some of them don’t. Several others do, and consumer law penalties can be substantial. On a NSW naturopath website, the Australian Consumer Law, the TGA’s advertising rules for any products you promote, and the NSW code of conduct for unregistered practitioners all apply, which in practice means no claims to cure, heal, detox or reverse any condition.
This article covers the rules that most often apply to naturopaths, nutritionists, herbalists, kinesiologists and other wellness practitioners on a NSW website, and how to write about your work accurately and still persuasively. It’s general information, not legal advice. If you’re unsure about specific wording, talk to your professional association or a lawyer.
Three sets of rules to know about
Australian Consumer Law
The ACCC enforces the Australian Consumer Law, which says businesses must not engage in misleading or deceptive conduct. That covers every claim on your website, social media and booking pages. A claim can be misleading even if you believe it, and even if it’s technically true but leaves a false impression.
For health claims, the practical test is: could you show evidence for this if asked? Client stories and traditional use aren’t the same as evidence that a treatment works for a condition.
Therapeutic goods advertising
If your website promotes or sells supplements, herbal medicines, tinctures or other therapeutic goods, the Therapeutic Goods Advertising Code applies, and the TGA enforces it. That includes product pages in your online shop, “my favourite magnesium” blog posts with a buy link, and practitioner-only products if you describe them publicly.
The big points for websites: claims need to match what the product is approved or listed for, references to serious diseases and conditions are heavily restricted, and you can’t make a product sound safer or more effective than the evidence allows. The TGA has its own rules for testimonials and endorsements in product advertising too. Read the TGA’s current guidance for advertisers before you write product copy, because the Code is detailed and the TGA has the power to issue infringement notices.
The NSW code of conduct for unregistered practitioners
In NSW, practitioners who aren’t registered under the National Law are covered by a code of conduct, and complaints are handled by the Health Care Complaints Commission. The code includes rules against making claims to cure certain serious illnesses, misinforming clients, and discouraging people from seeking medical treatment. It applies to how you advertise as well as how you practise.
That last point is important for websites. Copy that implies your treatment is an alternative to medical care, rather than something that sits alongside it, is a real risk.
Phrases sorted by risk
These are patterns, not legal rulings. Context matters, and the right words depend on what you actually do.
Generally fine: describing what happens in an appointment, your qualifications and training, the areas you focus on (“I see a lot of clients interested in digestive health”), that you work alongside GPs, your fees and how long appointments run.
Careful, needs support or softening: “supports”, “may help”, “can assist with”. These are better than “treats” or “cures”, but they’re not a magic shield. “May help with anxiety” is still a claim about anxiety. Use it only where you can point to reasonable evidence, and describe what you do rather than the outcome.
Avoid:
- “Cures”, “heals”, “reverses”, “eliminates” in relation to any disease or condition
- Any claim to treat cancer, diabetes, heart disease, infertility, autoimmune disease or mental illness
- “Detox” claims about organs (“cleanse your liver”)
- “No side effects”, “100% natural so it’s safe”, “clinically proven” without proper evidence
- Anything that suggests people stop or avoid medication or medical treatment
- Before-and-after weight loss or skin photos presented as typical results
- Client testimonials claiming a condition was cured or reversed
Testimonials are a grey area, so be conservative
Naturopaths aren’t bound by the National Law’s testimonial ban, which only applies to regulated health services. That doesn’t mean testimonials are safe. A client saying “my eczema disappeared after three months with Jane” is you publishing a health claim you’d need to be able to support, and if a product is involved, the TGA’s rules come in.
Our suggestion: use testimonials about the experience (feeling listened to, clear explanations, practical plans) rather than outcomes. It’s also simpler if you ever join a registered profession’s clinic or work alongside AHPRA-registered practitioners, who can’t use outcome testimonials at all.
Writing accurately and still selling
Honest copy isn’t weak copy. People booking a naturopath usually aren’t looking for a miracle. They want someone who’ll take time, look at the whole picture, and give them a plan they can follow. Write about that.
Some rewrites:
Before: “Heal your gut and banish bloating for good with my proven 6-week protocol.”
After: “If bloating and digestive discomfort are wearing you down, we’ll look at your diet, routine, stress and history together, and put together a practical plan. I’ll suggest you see your GP for tests where that makes sense.”
Before: “Natural hormone balancing for PCOS, endometriosis and infertility.”
After: “I work with women who want support with their cycle and overall health. I work alongside your GP or specialist, not instead of them.”
Before: “Detox your body and boost your immunity.”
After: “A consultation looks at sleep, diet, energy and lifestyle, with achievable changes rather than strict protocols.”
Notice the “after” versions describe the process and your approach. That’s where your real point of difference is anyway.
Privacy applies to you too
Because you collect health information, the Privacy Act applies to your practice regardless of how small it is. The OAIC confirms that complementary therapists who hold health information are covered. Our article on privacy and contact forms for health practices covers what to collect on your website and what to keep off it.
Shops and product pages
If you sell products online, treat each product page as an ad. Use the product’s approved indications rather than your own description, and don’t add claims in the product title, image text or SEO description. Plenty of shops are careful in the description and then write “Liver Detox Formula: Cleanse and Restore” in the page title that Google shows.
Checking your own site
Search every page and product for: cure, heal, treat, detox, cleanse, reverse, boost, proven, safe, natural. Each hit doesn’t mean a breach, but each one deserves a second read. Then look at your Instagram captions, because the same claims usually show up there too.
Registered allied health practitioners face a different set of rules, covered in websites for physios, osteos and chiros. If your brand itself leans on “detox” or “healing” language, that’s a bigger fix, and one we can help with through brand and logo design.
We write and build wellness sites with these rules in mind from the start. When a practitioner comes to us for a new website, that word search on the current copy is where we’d start. For an example in this space, see the brand and site we built for Claudette Wadsworth Naturopath in Byron Bay.