Advertising in Dentistry

Context

Policies and regulations relating to Dental Advertising (DA) vary greatly among countries. DA is prohibited in some countries, while in other countries the DA regulations range from being strict to being very lenient. In the absence of consistent DA regulations, the public risks being misled by false and spurious advertising claims. This is of particular concern today, as DA messages can be freely communicated to the public via websites, mass emailing and various forms of social media.

DA has the potential to impact on all dentists and on patients’ perception of dentistry as a profession. The dental profession enjoys a special position of trust and respect within society. In return, the profession makes a commitment to adhere to high ethical standards. In this respect, ethical DA means providing the patient with accurate information, placing patient’s interests first and promoting reciprocal respect among members of the dental profession.

Definitions

Dental Advertising is defined as any information and/or material related to the promotion of dental services of a dental practice or individual involved in the delivery of care. DA includes flyers, websites, social media postings, blogs, advertorials, newsletters, business cards, stationery, logos, signage, announcements or other information related to the dentist/dental practice, regardless of the form of distribution.

Principles

The basic principles of regulations on DA should:

• •Protect the health and welfare of the public.
• •Ensure that any claims communicated are supported by sound science. Patients are entitled to protection from misleading advertising.
• •Uphold the dignity and integrity of the profession.
• •Be in full compliance with the professional code of ethics.
• •Comply with appropriate laws and regulations.

Policy

Dental advertising must

• •Be accurate.
• •Be factual (i.e. supported by facts rather than by personal feelings, beliefs, opinions or interpretations).
• •Portray a professional image of the dentist and the dental profession.
• •Be balanced with respect to the advantages and disadvantages of the proposed treatment.

Dental advertising must not

• •Be false, unclear, exaggerated, misleading or fraudulent.
• •Be comparative with or disparage other dentists.
• •Solicit or canvass for patients.
• •Seek to persuade or embellish.
• •Use superlative or comparative terms to suggest higher quality in relation to services, equipment, technology used, or products or persons providing the services.
• •Arouse unnecessary concern or distress.
• •Generate unrealistic expectations.

National Dental Associations are encouraged to establish their own rules and regulations on advertising.

Keywords

Dental Advertising, dental care, public interest

Disclaimer

The information in this Policy Statement was based on the best scientific evidence available at the time. It may be interpreted to reflect prevailing cultural sensitivities and socio-economic constraints.