<p>Our main purpose is to protect patients and a key aspect of this is ensuring that all information or publicity material regarding dental services is legal, decent, honest and truthful. </p>
<p>When placing advertisements for services they are providing, registrants must ensure that they adhere to the Council’s ethical guidance Standards for Dental Professionals. </p>
<p>Three of the most relevant principles of the guidance in relation to advertising are:</p>
<ul><li>1.3 Work within your knowledge, professional competence and physical abilities </li>
<li>1.10 Do not make any claims which could mislead patients </li>
<li>6.1 Justify the trust that your patients, the public and your colleagues have in you by always acting honestly and fairly </li></ul>
<p>We consulted on the proposed new guidance booklet below:</p>
<p><a title="Opens in new window" href="/Aboutus/Researchandconsultations/Documents/Ethical%20Advertising%20Consultation.pdf" target="_blank"><img width="16" height="16" class="ms-asset-icon ms-rtePosition-4" src="/_layouts/images/pdf16.gif" alt=""/>Ethical advertising draft guidance</a> (140KB, PDF)</p>
<p>An amended version of this document was approved by the Council on 8 December 2011. This new guidance document has not yet been published - further details will be published on our website and will be comunicated to our registrants.   </p>