In short
Under the National Law and the advertising guidelines, dental advertising must not use testimonials, create unrealistic expectations, promise particular outcomes, or make misleading or unverifiable claims. The rules cover every platform, including your website, social media, print and signage. Before-and-after photographs are the single biggest source of advertising complaints against dental practices. Because so many practices advertise heavily, and Ahpra actively monitors compliance, an advertising breach can lead to a notification even where your clinical care is not in question.
Why is dental advertising such a high-risk area?
Because Ahpra and the Dental Board actively monitor it, and studies find the large majority of dental websites breach at least one standard.
Advertising a regulated health service is governed by the National Law and the advertising guidelines, and dentistry is one of the most scrutinised sectors. Ahpra uses a risk-based approach, combining routine surveillance of websites, social media and other platforms with complaint-driven investigations. Research has found that a large majority of Australian dental websites fail to meet at least one advertising standard, which means many practices are non-compliant without realising it. An advertising breach is a conduct concern that can lead to a notification, even where there is no complaint about your clinical care. For the overall process, see our guide to what happens after a notification to the Dental Board.
What can you not say in dental advertising?
Advertising must not mislead, create unrealistic expectations, or encourage unnecessary treatment.
- Testimonials about clinical care or services
- Claims that create unrealistic expectations of benefit
- Promises of specific outcomes or guaranteed results
- Misleading or deceptive statements or omissions
- Unverifiable claims, such as being the best or the only
- Encouraging unnecessary or indiscriminate use of services
The test is not whether you meant to mislead, but whether the advertising could mislead a patient or create an unrealistic expectation. Clear, accurate and verifiable information about your services is always compliant.
Why are testimonials and reviews a problem?
The National Law prohibits using testimonials about the clinical aspects of a regulated health service in advertising.
A testimonial is a positive statement about the clinical care or service a patient received. You cannot use these in your own advertising, including on your website or social media, or feature them in material you control. This is one of the most misunderstood rules, because reviews are so common. The practical guidance is that you should not solicit or publish clinical testimonials in your advertising, and you should avoid selectively curating patient reviews on platforms you control. Reviews that patients post independently on third-party platforms, which you do not use as advertising, are treated differently, but the moment you republish or promote them, they become your advertising.
What are the rules on before-and-after photos?
They are the single biggest source of advertising complaints, because they can easily mislead about likely results.
Before-and-after images are permitted only under strict conditions, and getting them wrong is the most common advertising breach for dental practices. To be compliant, such images must be genuine and unedited, show consistent lighting, angle and conditions, relate to the same person, and be accompanied by clear information about the individual nature of results and the fact that outcomes vary. Cherry-picking the best case, editing images, or presenting them in a way that suggests a typical patient will get the same result creates an unrealistic expectation and breaches the rules. Because the risk is so high, many practices choose to avoid before-and-after images altogether.
Where do the advertising rules apply?
To every platform you use to promote your services, not only your website.
If it promotes your dental services and you control it, the advertising guidelines apply. This includes your practice social media accounts and any content you boost or pay to promote. Staff-run accounts that feature the practice are also caught, so make sure everyone posting on behalf of the practice understands the rules.
What should you do if an advertising notification is made?
Correct the advertising promptly, take advice, and show you have brought your marketing into line.
Advertising matters are often resolved where a practitioner corrects the issue quickly and shows they understand the rules. Remove or fix the non-compliant material without delay, contact your professional indemnity insurer, and prepare a response that acknowledges the breach and evidences a compliant advertising process going forward. A reflective statement and evidence of remediation, such as an advertising audit and a compliance checklist, demonstrate the insight a Board looks for.
Illustrative example
The concern: A practice website featured patient testimonials and edited before-and-after photos promising a particular smile outcome.
Acknowledge: The dentist accepts the material breached the advertising guidelines, regardless of the intention to showcase good work.
Correct: They remove the testimonials and non-compliant images immediately and review all platforms.
Remediation: They complete CPD on professional advertising, adopt a compliance checklist for all marketing, and brief staff who post on the practice's behalf.
How can CPD help with an advertising concern?
Targeted CPD on professional standards and advertising gives dated evidence that you understand the rules and have changed your practice.
Advertising concerns turn on knowing the rules and applying them consistently, so evidence of structured learning is directly relevant. CPD on professionalism and professional standards, aligned with your CPD registration standard, helps you understand what compliant advertising looks like and evidences that understanding for your response. Paired with a corrected advertising process and a reflective statement, it directly addresses the concern. Browse the range of CPD for dentists.
Matched to advertising concerns
Courses for a dental advertising notification
Structured CPD chosen for advertising, professionalism and conduct concerns, to help you evidence remediation. Independent CPD you can use as evidence of remediation.
Professionalism and Professional Standards for Dentists and Dental Professionals
- Covers professional advertising standards
- Understand what compliant marketing looks like
- Evidence your understanding for the Board
Professionalism and Boundaries in the Use of Social Media
- Address advertising and conduct online
- Understand social media compliance
- Evidence safer digital marketing
Ethics and Ethical Standards for Dentists and Dental Professionals
- Ground marketing in dental ethics
- Keep patient interests first
- Show the reasoning a Board looks for
How to Deal With a Notification or Investigation
- Understand each stage of the Board's process
- Know what to do, and what to avoid, early
- Respond calmly and well prepared
Official sources
Frequently asked questions
Can I use patient testimonials in my dental advertising?
No. The National Law prohibits using testimonials about the clinical aspects of a regulated health service in advertising, including on your website and social media. You should not solicit or publish clinical testimonials in material you control.
Are before-and-after photos allowed?
Only under strict conditions. Images must be genuine, unedited, consistent, relate to the same person, and make clear that results vary. Cherry-picked or edited images that suggest a typical result create an unrealistic expectation and breach the rules.
What can I not say in dental advertising?
You must not use testimonials, create unrealistic expectations, promise specific outcomes, make misleading or unverifiable claims such as being the best, or encourage unnecessary treatment. Clear, accurate, verifiable information about your services is always compliant.
Do the rules apply to my practice social media?
Yes. The advertising guidelines apply to every platform you control that promotes your services, including social media, paid ads, print and signage. Staff-run accounts that feature the practice are also caught, so brief everyone who posts.
What about Google reviews I did not ask for?
Reviews patients post independently on third-party platforms you do not use as advertising are treated differently. But the moment you republish, promote or curate them, they become your advertising and the testimonial rules apply.
How serious is an advertising breach?
It is a conduct concern that can lead to a notification and, in some cases, conditions or statutory penalties, even with no clinical complaint. Many advertising matters resolve where the practitioner corrects the issue quickly and shows they understand the rules.
What should I do if I get an advertising notification?
Correct or remove the non-compliant material immediately, contact your indemnity insurer, and prepare a response that acknowledges the breach and evidences a compliant advertising process going forward, such as an audit and a checklist.
Does CPD help with an advertising notification?
Yes. CPD on professionalism and professional standards, aligned with your CPD registration standard, gives dated evidence that you understand the advertising rules and have changed your practice. It never guarantees an outcome, but it directly addresses the concern.
Dr Richard
Course Facilitator
A practising clinician with over 21 years of experience and postgraduate training in healthcare law and ethics, so every course reflects both clinical reality and Australian regulatory standards.
Written and reviewed by Dr Richard. Last reviewed . Read full profile
AHPRA Courses is an independent training provider. Our courses are structured CPD that practitioners can use as evidence of remediation. We are not affiliated with, endorsed by, or acting on behalf of Ahpra, the Dental Board of Australia, or any other regulator. Courses provide evidence of remediation and do not determine the outcome of any matter. This article is general information, not legal advice. If you have received a notification, seek advice from your professional indemnity insurer or a health law solicitor.