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I’m a general dentist who has become interested in cosmetic dentistry and smile design. While attending the ADA annual session, I took an ADA-sponsored course in cosmetics. I have continued to attend follow-up weekend courses provided by the same clinician for several months. I’ve been diligent in seeking the best courses and acquiring the most up-to-date information available in the area about dental cosmetics. I’ve improved my skills and expanded my knowledge base. I’ve graduated from a well-known continuing education program as well. What ethical guidelines are available to me to make certain I advertise correctly as I try to attract new patients to my practice in this interest area?
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Congratulations on your accomplishments and your perseverance. Several sections of the American Dental Association Principles of Ethics and Code of Professional Conduct (ADA Code) should guide your advertising plan. These are found in Code Section 5, Veracity or Truthfulness.
Section 5F states clearly that "[a]lthough any dentist may advertise, no dentist shall advertise or solicit patients in any form of communication in a manner that is false or misleading in any material respect." The key to any advertising within the intention of this statement is truthfulness. Dentists may state in their advertising that they offer such services as cosmetic dental work and smile design. However, statements that are made in advertisements, and indeed in any communication medium, must give the whole truth and nothing but the truth.
The second consideration in this advertising plan is the concept of dental specialization. You, as a general dentist, should be careful not to present yourself as a specialist in an area, such as cosmetics, in which an ADA specialty does not exist. Section 5H of the ADA Code addresses specifically the announcing of specialization and limitation of practice. The standards clearly specify that specialty areas must be approved by the American Dental Association.
Advisory Opinion 5.I.1, General Practitioner Announcement of Credentials in Non-Specialty Interest Areas, also governs your ethical responsibilities as follows:
5.I.1. A general dentist may not announce to the public that he or she is certified or a diplomate or otherwise similarly credentialed in an area of dentistry not recognized as a specialty area by the American Dental Association unless:
- The organization granting the credential grants certification or diplomate status based on the following: a) the dentist’s successful completion of a formal, full-time advanced education program (graduate or postgraduate level) of at least 12 months’ duration; and b) the dentist’s training and experience; and c) successful completion of an oral and written examination based on psychometric principles;
- The dentist discloses that he or she is a general dentist; and
- The announcement includes the following language: [Name of announced area of dental practice] is not recognized as a specialty area by the American Dental Association.
Code Section 5.I does allow any general dentist to advertise the procedures and services available in the practice, so long as the dentist makes clear that he or she is a general dentist.
It is important to note that your advertising plan should include a review of applicable advertising laws for the jurisdiction in which you practice.
Your training and conscientiousness certainly will make a difference in many people’s lives. Being patient and building your reputation and practice ethically will enhance the ultimate reward for your efforts.
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