Australian Hearing Aid Industry: Why Australians Must Demand Full Diagnostic Hearing Assessments

When it comes to hearing loss, the difference between a quick “hearing check” and a complete diagnostic assessment could mean the difference between managing your health effectively or being sold a solution you don’t need — or worse, one that doesn’t help.

Despite Australia’s advanced hearing health system, many Australians are being misled, particularly vulnerable pensioners. A recent Federal Court ruling ordered Oticon Australia Pty Ltd and Sonic Innovations Pty Ltd to pay a combined $2.5 million in penalties for misleading advertising targeted at pensioners through their AudioClinic and HearingLife retail outlets. The ruling confirmed that these companies made false claims about hearing aid technology, availability under the Hearing Services Program, and the benefits users would receive, all designed to create a sense of urgency and drive people into clinics that prioritised sales over care — even for services such as Childrens Hearing Tests, where accurate assessment and ethical care are critical.

This case isn’t an outlier. It’s part of a broader trend in the hearing aid industry — one where sales commissions, brand restrictions, and misleading practices are compromising the clinical integrity of hearing healthcare in Australia.

The Difference Between a “Hearing Test” and a Clinical Hearing Assessment

Let’s be clear: most free “hearing tests” offered by retail hearing aid chains are not medical assessments. These screenings are typically conducted in noisy environments, often by staff who are not qualified audiologists, and only assess a narrow range of mid-level frequencies. Crucially, they do not include high-frequency testing, otoacoustic emissions (OAEs), speech-in-noise evaluations, or in-depth middle ear analysis.

In contrast, a comprehensive diagnostic hearing assessment, conducted in a soundproof room by a university-trained audiologist, involves a series of medical-grade tests that assess the entire auditory pathway. These include:

• High-frequency testing to catch early or hidden hearing loss
   

• OAEs to evaluate inner ear (cochlear) function
   

• Tympanometry and acoustic reflex testing for middle ear health
   

• Speech-in-noise testing to assess real-world hearing performance
   

• Evaluation for tinnitus, misophonia, auditory processing disorder (APD), and TMJ-related hearing issues.

These are critical tools for understanding how someone hears, why they’re struggling, and what kind of solution will help.

Hearing Aids Without Proper Testing? That’s a Red Flag

It’s deeply concerning that some hearing aid retailers fit devices based on minimal testing. Without OAEs and high-frequency data, there’s no way to program a hearing aid accurately. You’re essentially being equipped with a “best guess” device. Even more worrying is that these screenings are often used as a means to push patients into purchasing high-cost devices under misleading claims.

This isn’t speculation — it’s backed by the Australian Competition and Consumer Commission (ACCC). In its 2017 report, Issues Around the Sale of Hearing Aids, the ACCC identified systemic problems including:

• Sales targets driving clinician recommendations
   

• Commission structures of up to 15% per hearing aid sold
   

• Retail clinics offering incentives like overseas trips and consumer electronics to staff for meeting quotas
   

• Pressure is placed on vulnerable consumers — including dementia patients and pensioners — to sign expensive, unnecessary financing plans
   

The report revealed disturbing stories of pensioners being upsold $13,000 devices they couldn’t use, or being told their “free” hearing aids were only accessible if they acted immediately — a completely false claim. The truth is, under the Australian Government Hearing Services Program (HSP), eligible consumers can access fully subsidised hearing devices at any time — there is no deadline.

Independent Audiology Matters

Adding to the concern is that many large hearing aid retailers in Australia are owned by hearing aid manufacturers. This means you might walk into a clinic thinking you're receiving objective healthcare advice, when in fact you're only being offered devices from the company that owns the clinic.

At The Audiology Place, we are proudly independent. We are not tied to any hearing aid brand or manufacturer. That means we can offer a wide range of hearing aids, including waterproof models, rechargeable options, and Bluetooth-compatible devices — all chosen to fit your unique hearing profile and lifestyle, not a corporate quota.

The Role of Audiologists: More Than Hearing Aid Sellers

Audiologists are highly trained healthcare professionals, not salespeople. Our job is to diagnose, advise, and rehabilitate. We spend 60 to 90 minutes with each patient during a comprehensive diagnostic assessment, not 10 minutes in a shopping centre kiosk. We explain your results clearly, refer you to ENT specialists if needed, and create personalised hearing rehabilitation plans that may include counselling, assistive technology, and yes, hearing aids — but only if they’re warranted.

We also work with complex hearing conditions that often go undiagnosed in quick screenings, including:

• Auditory Processing Disorder (APD): When the brain has difficulty making sense of sound
   

• Tinnitus, which requires a specific treatment plan, not just amplification
   

• Misophonia and hyperacusis: sound sensitivities that incorrect hearing aid fittings can worsen
   

• TMJ disorders, which may present as fullness or pressure in the ears
   

What Consumers Should Demand

Every Australian deserves high-quality, independent hearing care, not a sales pitch. If you're considering hearing aids, here’s what to look for:

• A comprehensive hearing assessment, not a 15-minute screen
   

• Testing that includes high frequencies and OAEs
   
   

• Care from a qualified audiologist, not a hearing aid salesperson
   

• Access to a full range of hearing aid brands, not just one
   

• Clinical advice based on data, not commissions
   
   

If you're eligible for the HSP, you should be fully informed of your entitlements — and aware that a “free” hearing aid from one retailer may be no different than a high-quality, fully-subsidised device available elsewhere without pressure.