As we mark the 10th anniversary of Aesthetic Medical Practitioner, we reflect on the major events featured in the magazine and that shaped our industry.
Over the past decade, the Australian cosmetic enhancement industry has undergone transformative change. Driven by regulatory reforms, technological innovations and evolving patient expectations, these developments have shaped not only how aesthetic medicine is practiced but also how it is perceived. As we celebrate 10 years of Aesthetic Medical Practitioner, we highlight the events that have redefined the aesthetics landscape.
2015
TCI scandal shines media spotlight on industry
The Cosmetic Institute (TCI) scandal marked a significant turning point for the aesthetics industry in Australia. The widely reported case of a patient suffering a cardiac arrest during a breast augmentation procedure raised serious concerns about the standards of care in high-volume cosmetic surgery clinics. The media frenzy that followed exposed alarming gaps
in practitioner qualifications, patient safety measures and regulatory oversight.
This scandal ignited a broader public conversation about the need for industry reform. Calls for greater transparency and stricter credentialing were amplified, laying the groundwork for the regulatory changes introduced in subsequent years. The TCI incident highlighted the risks of cost-driven cosmetic procedures and emphasised the importance of prioritising patient safety over profit.
2016
New Medical Board of Australia guidelines for cosmetic surgery issued
In response to growing concerns, the Medical Board of Australia introduced landmark guidelines aimed at improving patient safety and industry standards. These measures included mandatory cooling-off periods, stricter requirements for patients under 18 years old and a prohibition on offering third-party financing schemes. Practitioners were also required to provide clearer pricing transparency and conduct comprehensive pre- and post-treatment care protocols.
2017
BIA-ALCL rocks global breast implant market
In 2017, a link was found between bacteria on breast implants and anaplastic large cell carcinoma, a rare form of immune system cell cancer, sending shockwaves throughout the global cosmetic surgery industry. Australian-led research was instrumental in identifying the role of bacterial contamination in triggering this rare form of immune cell cancer.
The TGA confirmed 46 cases of breast implant-associated ALCL in Australia, including three that resulted in death.
The crisis spurred the creation of the Australian Breast Device Registry, a world-first initiative to track all breast implant procedures. By capturing comprehensive data, the registry aims to act as an early warning system for complications and improve patient outcomes.
2019
Breast implant recall
In 2019, textured breast implants were recalled globally following mounting evidence of their association with BIA-ALCL. The recall included several popular brands and led to heightened scrutiny of implant safety standards. While smooth implants remained unaffected, the recall sparked widespread anxiety among patients and practitioners alike.
2020
COVID-19: the pandemic that stopped the modern world
The COVID-19 pandemic disrupted industries worldwide, and aesthetics was no exception.
Clinics were forced to close (numerous times) during lockdowns, prompting practitioners to adopt telehealth consultations and digital engagement strategies. This period also saw the emergence of new patient trends, such as the ‘Zoom Boom’ and its associated rise in facial procedures.
Despite the challenges, the industry rebounded post-pandemic. The focus on self-care took centre stage, driving an increase in demand for treatments such as injectables and skin rejuvenation procedures. The pandemic has had a lasting impact; reshaping how aesthetic practices operate, fostering greater innovation and adaptability.
2021
Ahpra’s crackdown on ‘cosmetic cowboys’
A media investigation into unregulated aesthetic practitioners – dubbed ‘cosmetic cowboys’ – sparked widespread outrage in 2021. The Four Corners exposé on high-profile practitioners, including Dr Daniel Lanzer, revealed shocking malpractice and unethical behaviour, prompting an independent review by Ahpra and the Medical Board of Australia in November 2021.
The review examined a wide range of issues, including the qualifications required to perform invasive cosmetic procedures, advertising standards and the overall regulatory framework governing the sector.
The controversy reignited long- standing debates over the use of the term ‘cosmetic surgeon’ and marked a turning point for the industry, setting the stage for significant regulatory reforms in the following years.
2022
Social media influencer ban
In 2022, new rules prohibiting social media influencers from promoting cosmetic procedures sparked widespread debate within the aesthetics industry. The changes, introduced by the TGA, aimed to curb the spread of misleading information and ensure advertising was factual, ethical and not overly persuasive.
Under the new rules, influencers are barred from posting testimonials, sharing personal experiences about treatments, or offering discounts and incentives for cosmetic procedures.
While the intention was to protect consumers, many Australian aesthetic practitioners viewed the regulations as overly restrictive. Critics argued that the ban limited their ability to connect with potential patients and educate the public about their services. Social media had become a vital platform for practitioners to showcase their expertise, and the new rules made it challenging to distinguish between responsible marketing and prohibited promotion.
Despite these concerns, the TGA maintained that the changes were necessary to uphold ethical advertising standards and safeguard vulnerable consumers.
The influencer ban marked a shift in how aesthetic practices could engage with their audiences, pushing clinics to find alternative ways to build trust and communicate effectively in a highly regulated environment.
2023
Most dramatic changes to industry ever as new reforms commence
Cosmetic surgery reforms set by the Medical Board of Australia and Ahpra came into effect on 1 July 2023. This marked a watershed moment for the Australian aesthetics industry, widely regarded as the most comprehensive regulatory overhaul in its history.
Reforms included stricter credentialling, mandatory GP referrals, enhanced patient consent, advertising restrictions and strengthened aftercare protocols.
While these reforms aimed to enhance patient safety, transparency and professionalism in the industry, they also posed significant challenges for practitioners adapting to the new regulatory landscape.
Compliance demanded substantial administrative adjustments, increased costs for meeting stricter credentialing standards and the need to overhaul existing marketing strategies to align with tightened advertising rules. Many practitioners also expressed concerns that mandatory GP referrals could delay patient access to treatments and complicate the consultation process. Smaller clinics, in particular, faced hurdles
in adapting to the heightened regulatory requirements, putting additional pressure on resources in an economy already in the grips of a cost-of-living crisis.
As part of the sweeping reforms, psychological screening became a mandatory step for patients seeking cosmetic surgery. The new regulations require practitioners to administer validated psychological screening tools to identify potential mental health conditions, such as Body Dysmorphic Disorder (BDD).
If a patient’s results indicate significant psychological issues, practitioners must refer them to an independent psychologist, psychiatrist or general practitioner for further evaluation before proceeding with surgery.
While the intent of this mandate is to protect patients, its implementation has drawn criticism from some practitioners.
Key concerns include extra administrative burdens, unclear implementation guidelines and
the potential for delays caused by external referrals to psychologists or psychiatrists. These steps have also been criticised for eroding trust between clinics and patients, who may find the process invasive or unnecessary. Critics also argue that the regulations undermine the clinical judgment of experienced practitioners who already assess psychological readiness as part of their consultations, adding unnecessary bureaucracy to an already complex process.
Despite these challenges, and as the long-term effects of these measures continue to emerge, the reforms are broadly acknowledged as a necessary step to protect patients and restore public trust in the industry.
2023
Semaglutide & the weight-loss revolution
The rise of semaglutide, marketed under names including Ozempic and Wegovy, marked a turning point in both healthcare and aesthetics. Originally designed as a diabetes medication, semaglutide gained recognition for its ability to induce significant weight loss, catapulting it into the spotlight as a $40 billion pharmaceutical innovation.
Its success has sparked widespread attention, creating new conversations around the intersection of weight management, health and appearance.
Semaglutide’s popularity has also highlighted the importance of managing the aesthetic side effects of rapid weight changes, most notably the emergence of ‘Ozempic face’– a term referring to the loss of facial volume and the appearance of sagging skin due to the rapid reduction in body fat.
2023
The AI revolution gains momentum
In 2023, artificial intelligence (AI) began playing an increasingly prominent role in the aesthetic medicine industry, revolutionising how clinics operate and how practitioners engage with patients.
From consultation tools to treatment planning and marketing strategies, AI quickly proved itself to be more than just a passing trend – it has become an indispensable tool for enhancing efficiency, accuracy and patient satisfaction.
AI-powered technologies offer significant advancements from both clinical and business perspectives. Advanced imaging software, powered by machine learning algorithms, can analyse a patient’s facial structure, skin condition and overall anatomy in unparalleled detail. Advanced analytics platforms allow clinics to track the performance of specific treatments and even monitor patient satisfaction trends.
AI has also streamlined clinic operations, from automating patient bookings and follow-ups to analysing data for trends in treatment popularity and patient demographics. Virtual assistants and chatbots are becoming commonplace, offering patients 24/7 access to information and preliminary consultations.
AI-powered tools are also being used to analyse audience behaviour, optimise create content creation and delivery and measure the effectiveness of marketing efforts.
However, the adoption of AI is not without challenges. The rise of AI raises questions about ethical use and the potential for over-reliance on technology. Concerns around data privacy
and compliance with regulations such as the Privacy Act are critical issues, especially as patient data becomes more integrated into AI-driven systems. The accuracy of AI-driven recommendations is also an area of discussion, prompting calls for careful regulation and clear guidelines on how AI should be integrated into aesthetic practices.
2024
TGA announces further restrictions to cosmetic injectables advertising
On 15 January 2024, in a letter addressed to the cosmetic injections and beauty industry groups, the TGA announced an adjustment to the rules around advertising Schedule 4 substances – and ignited a robust industry debate.
The regulations specifically target how cosmetic injectables – classified as Schedule 4 (prescription-only) medications – can be marketed to the public. General terms such as ‘anti- wrinkle injection’ and ‘dermal fillers’ are now banned when advertising cosmetic injectables.
Promotional language that could trivialise the seriousness of the treatments are also banned, including phrases like ‘quick fix’, ‘mummy makeover, ‘tummy tuck’, ‘summer body’ or ‘lunch break procedure’ in advertising. Practitioners and clinics are also prohibited from using before and after photos.
The new rules create significant challenges for aesthetic practitioners. Many clinics rely on visual and social media-driven campaigns to showcase their injectables results and connect with patients.
With these avenues curtailed, practitioners have to rethink their strategies, shifting towards more educational marketing approaches that align with regulatory requirements.
2024
Legal showdown over cosmetic surgery reforms
In early 2024, a group of around 30 prominent surgeons initiated a legal challenge against the Medical Board of Australia and Ahpra. The surgeons contended that the new cosmetic surgery guidelines, effective from 1 July 2023, were ‘misogynistic, misleading and potentially dangerous,’ particularly criticising the training requirements surrounding ‘endorsement of registration’ and mandatory psychological assessments for patients.
The case, led by Dr Peter Callan and Dr Simone Matousek, was heard in the NSW Supreme Court. On 2 April 2024, the court dismissed the challenge, affirming the validity of the guidelines. The ruling emphasised that the guidelines were intended as non- binding guidance rather than legally enforced rules.
This legal battle highlighted the tension between regulatory bodies and medical professionals regarding the governance of cosmetic surgery practices in Australia.
2024
Menopause steps out of the shadows
For decades, menopause has been an underserved and overlooked topic in healthcare. However, 2024 marked a turning point as menopause gained mainstream attention, driven by societal changes and a growing demand for solutions tailored to women in this stage of life.
As menopause continues to move into the spotlight, the role of aesthetic medicine in this space is poised to grow. Aesthetic practitioners have begun to recognise their role in addressing the unique needs of menopausal patients, from hormonal changes affecting skin health to shifts in body composition and confidence. By providing tailored treatments and holistic care, practitioners are helping women embrace this life stage with greater ease and self-assurance. AMP
