Advertising Your Dental Practice

These days most dentists advertise their practices and services via the internet or some form of print advertising.  Some larger practices even advertise via billboards or commercials.  While this type of advertising can provide increased exposure for your practice, it is important to remember that in Georgia there are advertising regulations that apply specifically to dentists.  Although the Georgia Board of Dentistry may not actively monitor all dental advertisements, the more visible your practice, the more likely your advertising will be scrutinized.  Violation of these advertising regulations can result in action by the Board, or even delay obtaining a conscious sedation or other type of permit.

There are specific regulations regarding the advertisement of fees, specialties, practice locations, and the use of certain trade names.  For example, if you advertise routine treatment or a routine dental service for a specific fee, you must continue to make that treatment or service available for that fee for a certain amount of time following the last publication or advertisement.   There are also more nuanced regulations regarding the language used in dental advertisements.  For example, implying the superiority of a specific method of treatment, or advertising that your office is “state of the art” or offers the “latest modern equipment” may be deemed misleading.  Even the use of terms such as “quality dentistry” or “staff of skilled dentists” can be problematic in certain situations.

As different forms of advertising – especially on social media – become more prevalent, it is imperative that dentists are aware of their responsibilities in terms of compliance with applicable regulations.  The Georgia Board of Dentistry is specifically tasked with protecting the consumer by not only making sure they receive treatment that meets the standard of care, but by ensuring that they are not misled by something they’ve read about your practice on your website or Facebook page.  Be sure to check your website and other advertisements to make sure you are in compliance, and certainly keep these rules in mind if you’re considering expanding your practice’s presence on social media.  Remember, even if you do not own the practice, you may ultimately be responsible for any advertisement you, your agents, employees, or associates have approved.

Written by: Christina C. Hadley, Esq.