Pharmacists have well and truly found their feet on social media. TikTok and Instagram Reels are full of pharmacists educating, advocating, sharing behind-the-counter moments and building genuine online communities. From where we sit, it’s encouraging to see the profession showing up and connecting with patients in new ways.
We’re big believers in local marketing for community pharmacy. Done well, social media builds brand awareness, strengthens trust and creates real connection with the community in a way traditional marketing simply can’t.
But with opportunity comes responsibility.
Lately, we’ve seen an increase in pharmacy content that crosses compliance lines, often unintentionally. And while social media may feel informal, the regulatory expectations absolutely are not.
Social Media Is Advertising. Full Stop.
In Australia, pharmacy marketing is heavily regulated, and social media is no exception. Every post, Reel, caption, comment and reply published by a pharmacy is considered advertising.
Pharmacists must comply with:
Advertising requirements set by AHPRA
Professional obligations outlined by the Pharmacy Board of Australia
Therapeutic Goods Administration (TGA) standards when referencing products
In serious cases, non-compliance can place professional registration at risk.
This article isn’t about discouraging pharmacists from using social media. It’s about encouraging a more considered approach that protects both patients and professionals.
Casual Content Is Still Regulated
One of the most common misconceptions we see is that informal, humorous or trend-based content sits outside advertising rules. It doesn’t.
If a pharmacist or pharmacy team member is identifiable, advertising standards apply regardless of tone. Trending audio, “day-in-the-life” videos and behind-the-counter moments are all subject to professional regulation.
Tone does not override compliance.
What “General and Educational” Really Means
When regulators refer to content being “general and educational”, they’re not suggesting pharmacists avoid sharing helpful information. They’re drawing a clear boundary between education and promotion, diagnosis or treatment advice.
This distinction becomes especially important when discussing products, supplements and medicines.
Avoid Claims About Treating or Curing Conditions
Pharmacies must not claim or imply that a product can treat, cure, prevent or manage a medical condition unless the claim is expressly permitted and carefully framed.
Language such as:
“This supplement fixes gut issues”
“Great for anxiety, sleep or hormones”
“Helps treat acne or inflammation”
This is not appropriate in pharmacy advertising, even if it feels normal in everyday conversation.
A safer approach is focusing on what the product is, the general category it belongs to, and the pharmacist’s role in providing personalised advice.
Supplements Require Extra Care
Complementary medicines and supplements sit in a higher-risk advertising category.
Best practice is to keep content high level and educational, avoiding condition-specific or outcome-based language. Content should consistently reinforce that supplements aren’t suitable for everyone and that professional advice matters.
Clear disclaimers should be used, such as:
“This is general information only and does not replace professional advice. Speak with your health practitioner before starting any new supplements.”
Medicines and Social Media: Take a Conservative Approach
Even over-the-counter medicines carry advertising risk.
From a compliance perspective, promoting or discussing medicines on social media is best avoided. This includes recommending medicines for symptoms, comparing products, or providing dosing guidance.
Prescription medicines should never be discussed or referenced on public platforms.
Social media should highlight the value of the pharmacist, not the medicine itself. This applies even when content is aimed at other pharmacists. Medication names, dosages and treatment discussions don’t belong online.
A Practical Way Forward
Social media works best for community pharmacy when it focuses on people, community and professional care, rather than product-led content.
Some of the strongest and safest content highlights:
Team culture and personality
Community involvement
Everyday moments that show care and connection
The value pharmacists provide through conversation and guidance
Social media isn’t the enemy. When used thoughtfully, it’s one of the most powerful tools community pharmacies has for education, advocacy and connection. We’ve seen many social media accounts engage with their community and has produced positive outcomes.
A simple question to ask before posting:
Would we feel comfortable explaining this content during a regulatory audit?
If the answer isn’t a confident yes, it’s worth revisiting.
Further Reading and Official Resources
AHPRA – Advertising guidelines for regulated health services: Advertising guidelines for regulated health services (AHPRA)
Pharmacy Board of Australia – Advertising a regulated health service: Advertising regulated health services (Pharmacy Board)
TGA – Advertising therapeutic goods on social media: Advertising therapeutic goods on social media (TGA)
TGA – Applying the Therapeutic Goods Advertising Code: Applying the Advertising Code (TGA)
ACCC – Australian Consumer Law & advertising obligations (ACCC enforces misleading or deceptive conduct laws that apply to health services advertising): Australian Consumer Law & advertising obligations (ACCC context)