From low rates to cheap discounts and complimentary gifts, the world of dental advertisement has evolved a lot as younger minds have wholeheartedly accepted it as a boon to increase patient flow.
Many professionals find themselves ill-equipped in handling this relatively new and continuously evolving trend. Although advertising by dental/medical professionals has always been a controversial issue, there has been a dramatic surge in dental marketing in the past decade.
It is important to note that although a mega marketing gimmick can give you a few extra patients, in India we have a definite set of laws related to an advertisement that needs to be followed.
What rules should one abide by while marketing his/her practice?
At present we do not have any special central statutory body for regulating the advertising industry. It is regulated by a non-statutory body i.e “ Advertising Standards Council Of India”(ASCI).
According to the Dental Council of India, the dental surgeon is permitted to make a formal announcement in the press release of his ethically permitted practice in the following cases:
- On starting practice
- On change of type of practice
- On changing address
- On temporary absence from duty for a prolonged period of time
- On resumption of practice after a prolonged break
- On succeeding to another practice
- About the availability of new equipment/services without falsely boasting about it being the first and best, especially if it is already present at other clinics.
- Publishing phone numbers in directories, yellow pages, or on the internet.
- Maintaining a factual clinic website.
What is not allowed?!
- Appointing or paying agents for bringing in patients for treatment.
- Publishing the name of doctor or clinic in commercials like that of toothpaste or toothbrush, unless that product is self-manufactured by the dentist himself.
- Publishing articles or opinions on any procedure in journals or magazines without having any evidence of the same.
- Printing of photographs on the letterhead or on the signboard.
- Claiming to be a specialist through degrees other than those approved by the Dental Council of India.
- Dental ‘hospital’ can be mentioned in the name only if the practice has the facility of providing post-operative care to the patient on an inpatient basis for several days like a hospital set-up.
- Indulging in false promises through direct advertisement.
- Advertisement in electronic or print media that display names, addresses, phone numbers of dentists as on-screen scrollers.
What if you are caught doing illegal advertisements?
It will not call for disciplinary action unless you are caught! Yes, it will only be considered a crime when a complaint is launched and proved.
The Dental Council of India is responsible for taking action, the time limit of which is 6 months. The dentist cannot practice during this period. As per the decision by the council, the name of the dentist can be either temporarily or permanently removed from the registry.
Note: If the dentist is not satisfied with the decision, he can approach the state within 60 days.
There is a mixed opinion among dentists with some considering advertisement as unethical while some feel that it is essential for better practice and a good patient flow. On which side of the road do you stand?! Let us know your views in the comments.
Disclaimer: The above article is for information purposes only and it should not be used as a reference for any legal procedure.
Source: Revised Code of Ethics by Dental Council of India
2026 professional update: ethical dental marketing in India
Dental advertising rules must be read from the current legislation, professional regulations, regulator notices and applicable consumer, privacy and platform laws. The historical Dentists (Code of Ethics) Regulations contain restrictions, but governance is evolving under the National Dental Commission framework. Do not treat an old article or another clinic’s post as legal permission.
Pre-publication compliance checklist
- Use accurate identity, registration and qualifications; do not imply an unrecognised specialty or guaranteed result.
- Make claims specific, supportable and understandable; avoid “best”, “No. 1”, painless or permanent claims without defensible evidence.
- Obtain valid, documented consent for identifiable images, stories and testimonials; treatment consent is not marketing consent.
- Do not exploit fear, shame, urgency or vulnerability, and disclose material conditions attached to prices or offers.
- Protect clinical confidentiality in photographs, metadata, screenshots, replies and messaging applications.
- Distinguish professional education from personalised diagnosis and disclose commercial relationships.
Before-and-after images should be representative, consistently captured and accompanied by material context; they must not imply that every patient will obtain the same result. Maintain an approval record containing the claim source, consent, author, publication date and review date.
Frequently asked questions
Can a dentist advertise on social media?
Platform availability does not remove professional, consumer-protection or privacy obligations; verify current local rules.
Can patient testimonials be posted?
Only after reviewing professional restrictions, authenticity, inducement, confidentiality and valid marketing consent.
Can a clinic claim to be the best?
Superiority claims are high risk unless objectively defined, verifiable and permitted by the regulator.
Are discounts always acceptable?
No. Avoid misleading anchors, hidden conditions, inducement concerns and pressure-based promotion.
Who should approve campaigns?
A registered professional should review clinical accuracy, while complex campaigns may require regulatory or legal advice.
This is educational guidance, not a legal opinion.
Use a compliance-first review
Verify qualifications and claims, document consent, disclose offer conditions and avoid guarantees or unsupported superlatives. Confirm current requirements with the relevant professional authority or qualified legal adviser.
Apply compliance across the wider dental marketing strategy.