The NDIS Marketing Trap: What the Bedshed Case Teaches Us About Integrity and Impact
Not long ago, I came across a headline that made me stop mid scroll.
A well known bedding company fined $39,600 for advertising products as “NDIS approved.”
And just like that, I was back in the early days of running my NDIS business. I remember sitting at my kitchen table, building my first website, trying to find the right words to explain our services, and worrying if I’d accidentally say the wrong thing. The NDIS world is full of red tape and responsibility, and when you're trying to do the right thing, that pressure can feel immense.
But as this latest headline shows us, good intentions are not always enough, especially when it comes to marketing.
In May 2025, the ACCC took action against bedding retailer Bedshed for misleading consumers by labelling certain products as “NDIS approved” or “NDIS permitted.”
Here’s the issue. The NDIS does not approve or endorse specific products or services.
The scheme is based on personalised plans. What gets funded for one participant might be entirely irrelevant to another. So any blanket marketing statement suggesting that a product is “NDIS approved” is not only misleading, it is potentially exploitative. And in this case, it came with a $39,600 price tag.
If you’re running an NDIS business, big or small, this isn’t just a Bedshed problem. It is an industry wide lesson in ethics, compliance and brand responsibility.
We operate in a space where trust is everything. Our clients are vulnerable, our systems are complex and misinformation spreads fast. One careless phrase on your website or flyer can unravel years of credibility.
And let’s be honest, the pressure to sound polished, professional and official is real. When you’re trying to stand out in a crowded market, it’s tempting to use terms like:
“NDIS endorsed”
“NDIS certified”
“NDIS approved products”
But these terms are more than just words. They are legal claims. And if they’re not one hundred percent accurate, you’re risking more than a fine. You’re risking the trust of the people who matter most, the ones you're here to serve.
The Do’s and Don’ts of Ethical NDIS Marketing
So how do you promote your services with confidence and clarity, while still staying compliant?
Let’s break it down.
What You Can Say
“Registered NDIS Provider” (if you’re officially registered with the NDIS Quality and Safeguards Commission)
“We support participants with self managed, plan managed or agency managed funding”
“Our services may be eligible for funding through the NDIS, depending on your plan”
“We can help you explore how our services might fit into your plan”
These phrases are transparent. They set the right expectations without making false promises.
What You Shouldn’t Say
“NDIS approved”
“NDIS endorsed”
“NDIS funded service”
“This product is NDIS certified”
Using the NDIS logo without permission (unregistered provider)
These phrases imply government approval or funding guarantees that simply don’t exist.
Here’s what I teach my clients. Your role is not to promise funding. Your role is to educate, inform and empower.
You can:
Show people how to check if your services fit within their plan
Direct them to speak with their support coordinator or plan manager
Share NDIS guidelines in plain language
Offer example scenarios without claiming outcomes
You are there to guide, not to guarantee.
If you’re anything like me, you didn’t get into this business for the marketing. You got into it because you care. Because you want to make a difference. And because you saw a gap in the system and thought, "I can do this better."
That’s why it’s so important to lead with integrity. When we market ethically, we:
Build trust with participants
Protect our business from costly mistakes
Contribute to a sector that is already fighting to be respected and understood
The Bedshed case isn’t about bedding. It’s about boundaries. Knowing where our influence ends and the participant’s journey begins.
As a business owner, you’re not just promoting a service. You’re shaping perceptions of the NDIS. You’re influencing the way people feel about their care. That’s a responsibility we cannot take lightly.
So let’s get this right.
Let’s build businesses that are not only successful, but sustainable, ethical and proud of the way we show up.
And if you’re unsure where the lines are, reach out. That is what mentorship is for. We are not meant to navigate this alone.
Because in the end, great businesses are not built on clever marketing.
They are built on trust.
With heart,
Vanessa
