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New guidance on advertising by dental professionals

General Dental Council

From March, all dental professionals must comply with new guidance rules on advertising, as laid down by the General Dental Council.


The new guidance is aimed at ensuring that advertising by dental professionals is clear and never misleads the public.


The guidance covers all forms of promotion of services by dental professionals in print and on the internet.


It also guides dental professionals on appropriate use of specialist titles. Specifically, dental care professionals must not imply they have specialist status by giving themselves a title with ‘specialist’ in it.


Only those dentists who are on one of the 13 specialist lists may describe themselves as being a specialist.


Every dental professional has a responsibility to ensure that any promotional information containing their name, in print or online, is current and accurate.


Kevin O’Brien of the GDC says,"The duty of all dental professionals is to put their patients’ interests first.  Related to advertising, this means never making claims that could mislead patients. This new guidance will help to ensure that patients’ basic right to clear, accurate information is protected and that dental professionals have helpful guidance to assist them with ethical advertising.”

Dental insurance news: 27 February 2012