TGA Enforcement, AI Deepfakes and Google’s Health Content Update — December 2025 Roundup

December 2025’s health marketing roundup — TGA enforcement, AI deepfakes in health, and Google’s latest health content update.

Advertising therapeutic goods on social media

This major update clarifies that influencer posts, reposts, hashtags, testimonials, comments, closed-group posts, and “organic-looking” content all count as advertising if they promote a therapeutic good.. Read more →

What patients now expect from Australian healthcare

This BDO-sponsored analysis argues that Australia’s health system is at a crossroads, with rising demand, chronic disease, workforce pressures and digital fragmentation driving a shift toward prevention, integrated care and data-driven, patient-centred experiences. Read more →

Evidence: AI-generated health content drives more engagement

Veri Health unpacks the fresh TGA guidance on advertising therapeutic goods via social, translating legal language into practical steps for marketing teams. It clarifies when a post counts as an “advertisement,” how to treat testimonials and influencers, and where reposting or liking user content can land you in trouble.. Read more →

Google’s November 2025 algorithm shake-up

November’s changes continue Google’s push toward E-E-A-T, UX and AI-assisted discovery, with noticeable volatility in health rankings and more scrutiny on quality, originality and trust. Read more →

Protein craze and functional food over-healthification

News.com.au uses a viral supermarket photo to explore how “protein” has become a marketing badge slapped on everyday products – and asks whether this is doing more harm than good. The piece taps into consumer fatigue and scepticism around exaggerated health claims and ultra-processed “healthy” foods. Read more →

UK watchdog uses AI to crack down on health test ads

The UK Advertising Standards Authority has used AI tools to detect and ban social media ads for unproven ADHD, autism and prostate self-tests, citing serious concerns about misleading health claims targeted via platforms. Read more →

Governments & platforms pushed to act on influencer health advice

In this BMJ news piece, researchers argue that biased or misleading health advice from influencers is now a public-health problem, not just an annoyance, and call for coordinated action from governments and platforms to rein it in. Read more →

AI deepfakes of doctors pushing fake health products on social

The TGA issued a $19,800 infringement notice to Perday’s Australia for allegedly unlawful advertising of a listed medicine. This enforcement action is one of the first made public following the updated social-media advertising guidance released in November 2025, signalling that the TGA is moving from education to active enforcement, with a clear focus on digital advertising practices. Read more →