How to Stay Compliant With Advertising Regulations for Dentist Commercials

As a dentist commercial business owner, you’re constantly seeking ways to connect with your potential clients and convince them that your services are right for them. Whether it’s photographic proof of successful results or humorous approaches like showing off crooked fork tines, many different tactics can help you stand out from your competitors.

One key component to running a successful dental practice is maintaining compliance with advertising regulations. As the nation’s primary protector of truth in advertising, the Federal Trade Commission (FTC) has rules that apply to marketing on any medium—print, TV, radio, billboard, social media, and website. With regional offices, ongoing monitoring of promotions and a massive database of tips and complaints, the FTC should be the first resource a dentist consults before launching any promotional campaign.

The Power of a Well-Crafted Dentist Commercial

Maintaining compliance with state UDAP and consumer protection laws is also vital. For example, in Oregon, a dentist may not promote a service with a fee that’s less than the 80th percentile of fees charged by other dentists based on yearly reports. Similarly, if you advertise that your practice is an expert in any particular field, you must have professionally established standards to back up those claims.

Finally, remember that patients choosing a dentist often use online reviews and ratings to decide which practice to select. Thus, you should be mindful not to plant fake positive reviews on websites like Yelp or Angie’s List—a practice called “astroturfing.” And as a general rule of thumb, ad content should be reviewed by a lawyer qualified to interpret and apply advertising regulations.