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.

When placing advertisements for services they are providing, registrants must ensure that they adhere to the Council’s ethical guidance Standards for Dental Professionals.

Three of the most relevant principles of the guidance in relation to advertising are:

• 1.3 Work within your knowledge, professional competence and physical abilities
• 1.10 Do not make any claims which could mislead patients
• 6.1 Justify the trust that your patients, the public and your colleagues have in you by always acting honestly and fairly

We are consulting on a proposed new guidance booklet for  registrants which will provide them with more detailed information on what is expected of them regarding advertising.

  Download the draft guidance document (140kb, PDF)

We welcome submissions on the issues raised in this document from all interested parties. It would be helpful if you focus on the key questions raised in the consultation document.

Respond to the consultation

In the interests of transparency, we will treat all submissions as public unless you notify us that you want your submission to be kept confidential.