What’s Legal And What’s Not In Dental Advertising?
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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.
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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.

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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

Dr Zainab Kasid
Dr.Zainab Rangwala completed her graduation from the Goverment Dental College,Jamnagar.. Practicing since 6 years, she has a keen interest in new advances in the field of health.She is currently the head of Media and PR in Dentalreach.

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    1 Comment

    1. Definitely a much needed information. Thank you Dr Zainab & DentalReach

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