Professional Conduct, Ethics, and Advertising
What you must know
Unprofessional conduct is the backbone of this domain. It includes fraud and deceit in obtaining a license, gross negligence, repeated negligent acts, incompetence, abandonment, failure to maintain adequate records, altering records, aiding unlicensed practice, practicing beyond scope, false or misleading advertising, and substance impairment. Discipline does not require intent to harm - a pattern of substandard care is enough.
Advertising and solicitation must be truthful, factual, and not misleading. A dentist may advertise permitted services but may not guarantee results, may not use a specialty designation unless licensed in that specialty, may not misrepresent board certification, and may not make claims a reasonable patient would misread. Discount offers must disclose material conditions. Testimonials are permitted only if not misleading.
Ethical duties run beyond the legal minimum: competence within one's training, honesty about prognosis and fees, respect for autonomy and boundaries, and avoidance of conflicts of interest. Sexual or exploitative relationships with patients, practicing while impaired, and using the professional relationship for personal gain are unprofessional conduct.
Traps
- Cosmetic dentist or implant specialist titles that imply specialty licensure.
- Advertising painless or guaranteed results.
- Assuming a single error equals gross negligence - look for pattern, harm, and departure from the standard.
- Assuming a fee dispute is a Board matter (it is usually peer review, not discipline).
Rule of thumb
Before publishing or promising anything, ask whether a reasonable patient could be misled. If yes, do not say it, no matter how it is worded.