Navigating Legal Requirements for Dental Practice Advertising: What You Must Know Before Launching Your New Practice

Launching a new dental practice? You must understand the legal requirements for advertising and marketing. In this video, we’ll be mainly tackling three things: avoiding claims of specialization, understanding testimonial restrictions, and steering clear of creating unnecessary urgency.

Transcript

So you’re opening a new dental practice. What do you need to know about the legal requirements for advertising and marketing? The answer is a lot.

The first thing you need to do is go to the dentalboard.gov.au. There are a bunch of guidelines here that you can check through, but there are some really common pitfalls that we see with new practices.

There’s a lot in here. I’m not going to pretend to cover all of this, but these are three things that we commonly see are issues.

One is saying in Ads I’m a “specialist” or “specialising in”. You have to be very careful. Can I use the word Specialist? Specialised? No. There are ways to say that you have experience and talk about the number of years, but without saying that you’re a specialist.

So that’s the first one.

The second issue is testimonials.

Testimonials are not allowed in your ads. They’re not allowed on your website, and they’re not allowed on any social [00:01:00] media that you control.

So the only that you can have testimonials is going to be on Google reviews, and that’s why Google reviews are so important for your marketing.

And the third area we see is encouraging, indiscriminate or unnecessary use of the services. This can be quite a difficult one to understand and there’s some very specific requirements in here about NOT creating a sense of urgency if it’s not required. So you have to be very careful in your advertisements to not use words like “don’t delay” or “act now before it’s too late”.

You need to look closely at the compliance or have an agency that really understands those compliance requirements. There’s a lot more in here. I recommend that you read this before you start your new practice because it’s really important.