Topics: Meta & Google ads
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Quick answer: Put your name and MARN (or your principal's) on every ad, website page and company social media profile, and never promise a visa outcome, quote success rates you can't substantiate or suggest a connection with the Department of Home Affairs. Only registered migration agents and Australian legal practitioners may advertise immigration assistance in Australia, so education agents should advertise study services only.
Most advertising mistakes cost money. For a registered migration agent, a careless ad can also become a complaint to the regulator. This checklist turns the advertising parts of the Code of Conduct into practical steps for Meta, Google and your website. It's general information rather than legal advice, and the Code itself, published on the MARA website, is the authority, so check the current version before you rely on any point here.
What does the Code of Conduct require in a migration agent's ads?
Three things, broadly: identify yourself with your MARN, say nothing false or misleading, and don't imply a relationship with the Department or the regulator. The current Code took effect on 1 March 2022 and is made under the Migration (Migration Agents Code of Conduct) Regulations 2021.
How those duties show up in marketing:
- Identification. Prospective clients must be able to see who is advertising and check the registration on the public register.
- Accuracy. The ban on false or misleading advertising covers online ads, social posts, websites and video, not only print.
- No borrowed authority. Wording, logos and domain names mustn't suggest you're part of, approved by or specially connected to the Department or the Office of the MARA.
- Client duties. Confidentiality and acting in clients' lawful interests limit what you can publish about cases and what you collect through ads.
Where must your MARN appear on Meta, Google and your website?
MARA guidance says the MARN should appear on company websites, company social media accounts and company advertisements. In practice, that means every surface a prospect might see first.
| Placement | Where to put the MARN | Practical note |
|---|---|---|
| Facebook and Instagram page | Bio or intro, and About section | Visible without clicking through |
| Meta image or video ad | On the creative and in the primary text | Keep it inside safe zones so captions don't cover it |
| Meta lead form | Intro screen | Repeat it in the thank-you screen |
| Google search ad | A description line or asset | Also prominent on the landing page |
| Website | Header or footer on every page | Each agent's MARN beside their name on the team page |
| WhatsApp Business, LinkedIn, YouTube | Profile description | Treat every profile as an advertisement |
If several agents work in the practice, show each agent's MARN next to their name, and the principal's MARN on company-wide material. The Code holds the agent responsible, so don't leave it to whoever designs the ads.
Which claims about visa outcomes, success rates or government links are off limits?
Anything that promises an outcome, can't be substantiated or borrows the government's authority. Australian Consumer Law's ban on misleading or deceptive conduct applies on top of the Code.
| Risky claim | Why it's a problem | Safer wording |
|---|---|---|
| "Guaranteed PR in six months" | No agent controls a visa decision or processing time | "We'll assess your options and explain realistic timeframes" |
| "98% success rate" | Hard to substantiate; agents choose which cases to take | Describe experience: years registered, visa types you handle |
| "Official visa centre" or a government crest | Implies a government relationship | "Registered migration agent, MARN" followed by the number |
| "Fast-track your visa" | You can't speed up departmental processing | "Complete, decision-ready applications" |
| "Lowest fees, no hidden costs" | Must be true and match your fee disclosure | State how fees are quoted and when |
Google also has a policy on government documents and official services that restricts ads implying affiliation with a government body, so misleading wording can get ads disapproved before a regulator ever sees them.
Can education agents and offshore partners advertise migration help?
Not in Australia unless they're registered agents or Australian legal practitioners. The Migration Act limits who may give immigration assistance, and section 284 bars anyone who isn't a registered migration agent from advertising that they give it. Lawyers who hold a current practising certificate don't need MARA registration.
What that means for common set-ups:
- Education agents should advertise courses, admissions and student support, and refer visa questions to a registered agent or lawyer. "Student visa services" in ads aimed at Australia is the wording to avoid.
- Offshore partners. A Home Affairs fact sheet notes that Part 3 of the Migration Act doesn't operate outside Australia, so offshore unregistered helpers sit beyond that regime. A registered agent who partners with them is still bound by the Code, so co-branded ads must make clear who provides which service.
- Targeting. Check where your ads actually run. A campaign set to "Australia and India" reaches people in Australia, and the Australian rules then apply.
How do you use testimonials and reviews without breaching the Code or consumer law?
Use only genuine, consented testimonials that reflect typical experiences, and never alter or cherry-pick them in a way that misleads. The ACCC treats fake or selectively curated reviews as misleading conduct.
- Get written consent before publishing a client's name, photo, visa type or story; confidentiality duties under the Code make this essential.
- Never publish visa grant letters, passport pages or reference numbers, even blurred.
- Don't write testimonials for clients or edit them beyond trimming length.
- Don't offer discounts in exchange for positive reviews only.
- Leave negative Google reviews visible and respond professionally.
- Avoid implying every client gets the featured result. A "results vary" line won't fix an ad whose overall impression misleads.
For the wider rules on claims, see our guide to ACCC advertising rules for small business.
How do you set up compliant lead forms and follow-up?
Collect only what you need to book a consultation, keep sensitive details out of ad platforms, and get separate consent for marketing messages.
- Ask minimal questions: name, contact details, location, visa interest and preferred contact time.
- Keep sensitive data out of instant forms. Health conditions, character issues, visa refusals and passport numbers belong in a secure consultation, not a Meta form. Meta's lead ad policies also restrict questions on several sensitive topics.
- Add a privacy notice explaining who receives the data and why.
- Capture consent for marketing emails and SMS with an unticked checkbox; the Spam Act 2003, enforced by ACMA, requires consent for commercial messages.
- Name the agent and MARN in the auto-reply and first message.
Our comparison of lead form vs messaging ads covers which format suits consultations, and websites and lead systems for consultants covers the CRM side.
What should you check before every ad goes live?
Run each asset through this list, and keep a dated copy of what you approved.
| Check | Ad | Landing page | Lead form |
|---|---|---|---|
| Name and MARN visible | ☐ | ☐ | ☐ |
| No guarantees or unsubstantiated success rates | ☐ | ☐ | ☐ |
| No government logos, crests or "official" wording | ☐ | ☐ | ☐ |
| Testimonials genuine, consented and typical | ☐ | ☐ | n/a |
| Fees described accurately | ☐ | ☐ | n/a |
| Only necessary questions; no sensitive data | n/a | ☐ | ☐ |
| Unticked marketing consent checkbox | n/a | ☐ | ☐ |
Frequently asked questions
Do migration agents have to show their MARN on Facebook ads?
Yes. MARA guidance says the MARN should appear on company advertisements and company social media accounts, which includes Facebook and Instagram ads. Put it on the creative and in the ad text.
Can a migration agent advertise visa success rates?
It's risky. A success rate must be accurate and not misleading, and selective case acceptance makes most rates hard to defend. Describing your experience and the visa types you handle is safer.
Can an education agent advertise visa services?
Not to people in Australia unless the education agent is also a registered migration agent or an Australian legal practitioner. Education agents should advertise study services and refer visa matters on.
Can migration agents use client testimonials?
Yes, if they're genuine, consented in writing and representative, and they don't reveal confidential case details. Fabricated, edited or cherry-picked testimonials risk breaching the Code and Australian Consumer Law.
What happens if a migration agent breaches the advertising rules?
The Office of the MARA can investigate complaints and caution an agent, or suspend or cancel their registration. Unregistered people who advertise immigration assistance may commit an offence under the Migration Act, and misleading ads can also attract ACCC action.
Need ads that read well and pass a compliance check?
We build compliant Meta and Google ads for registered agents, with the MARN, claims and lead forms reviewed before anything goes live. See our wider work on marketing for immigration and education consultants and GRWW in Australia, or send us your current ads for a review.