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e-MAS   was established by Emi Gosling to help agencies and advertisers navigate the complexities of the Therapeutic Goods and Services Advertising regulations.

e-MAS is an entirely independent consultation service, ideally suited to advertisers, marketers and product sponsors who are looking for tailored and expert guidance, advice and training on all aspects of consumer healthcare and product advertising. 

Did you know: penalties for regulatory non-compliance are steep. With recently increased powers, the TGA is now able to impose civil and criminal penalties for advertising non-compliance. These penalties include publication of  a warning notice,  and if convicted by a court, imprisonment, fines over $600 000, or both.  Offences by corporations can also attract a 5x multiplier of these penalties. 

Some advertisers and regulators have come to rely on the current pre-vetting system as a final check to ensure an advertisement or campaign meets the necessary TGA standards. This system is in place to protect consumers from misleading or non-compliant advertising however Medicine and Medical Device Reforms (MMDR) have resulted in changes that will affect many in the medical advertising industry. The mandatory advertising pre-approval process is to be abolished as Australia moves to a self-regulatory system.   Are you prepared? 


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Emi Gosling, principal consultant @ e-MAS


e-MAS Services

e-MAS provides the ideal support for advertisers, and will help guide you through advertising controls and compliance while still retaining your powerful and on-point message.  

e-MAS offers timely, expert advice and guidance on the promotion and marketing of therapeutic medicines, therapeutic devices, foods, cosmetics and services.

e-MAS will assess proposed and existing marketing communications against the Therapeutic Goods Act, Therapeutic Goods Regulations, Advertising Code (TGAC) as well as other relevant legislation.   

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About e-MAS

Emi Gosling has worked with the Australian Self Medication Industry (ASMI) assessing direct-to-consumer Complementary (CM) and OTC Medicine advertisements for compliance with relevant Codes and TGA legislation.

She is a helpful voice on the phone or emails,  guiding  agencies, marketers, other consultants and advertisers through the complex maze that is Therapeutic Goods advertising.

Emi has over 25 years experience as a professional pharmacist, retailer and marketer,  having also owned and managed successful pharmacies across Sydney.  

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Latest News from e-MAS

Working closely with the TGA regulators and  Therapeutic Goods Advertising Code Council (TGACC), Emi is also abreast of all the latest insights, opinions and the impacts of impending legislative changes. 

With a continued interest in pharmacy, Emi also retains strong ties within the profession and industry. 

*As of 1 July 2017, the value of a penalty unit is $210. This amount may increase in late 2018.

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e-MAS offers more than a stamp 


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How e-MAS will help.

e-MAS services Australian and International businesses both large and small. The objective and consistent compliance consultancy service offered is applicable to operators across a diverse range of therapeutic and health categories advising on both products and services.



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A unique perspective.

Years of experience as the TGA compliance assessor ensures the advice provided is current, relevant and precise. Guidance will provide a level of assurance against the possibility of marketing being considered in breach of the rules. As a campaign evolves, e-MAS can help ensure it is reactive to legislative changes while still achieving your goals.