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Specialist guidance on advertising Therapeutic Goods, Medicines and Health Professional Services.

e-MAS was established by Emi Gosling to provide specialist advice for advertisers, marketers, product sponsors and individuals on all aspects of consumer healthcare and product advertising. A full range of services are offered to ensure promotions are effective and compliant with relevant legislation.

Did you know:  With recently increased penalties for advertising non-compliance, the Therapeutic Goods Administration (TGA) access a range of compliance and enforcement tools, including public warning or retraction notices and for repeat offenders the possibility of imprisonment, fines over $600 000*, or both.  Offences by corporations can also attract a 5x multiplier of these penalties. Registered health practitioners or businesses providing a health service whose advertising breaches the National Law, may be prosecuted and individuals ordered to pay penalties of $5,000 per offence or a body corporate, $10,000 penalty per offence. A National Board may also decide to place registration restrictions, affecting the ability to practise.

Are you prepared for June 2020? Some advertisers 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 changes following the Medicine and Medical Device Reforms (MMDR) means the mandatory advertising pre-approval process will soon be abolished. Australia is moving to a self-regulatory system - do you have confidence in your campaign?


Emi Gosling

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 professional services, 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, Therapeutic Goods Advertising Code (TGAC), the Australian Consumer Law (ACL) and the expectations of other Australian regulators such as the Australian Competition and Consumer Commission (ACCC). Regulated health services are additionally assessed against the laws of AHPRA’s National Boards.

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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.  With a seasoned understanding of both clinical and regulatory environments, Emi’s is able to ensure the legal and compliance regulations of activities are met.

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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.