Advertising, fee setting, and business practice restrictions
What the exam tests
This domain tests advertising, fee representation, and business arrangements. The exam looks for statements that are false, misleading, or improperly tied to clinical judgment.
Core rules
- Advertising must be truthful and not create unjustified expectations. Prohibited claims include guarantees of results, “painless” or “permanent” promises without qualification, misleading specialty claims, and omitted material fees or conditions.
- A dentist may advertise fees if they are accurate and disclose what is included. Discounts and coupons are not automatically illegal, but bait-and-switch pricing, undisclosed restrictions, and charges for advertised “free” services are deceptive.
- Fee splitting with non-dentists, paying for patient referrals, and giving rebates to influence referrals are restricted. A non-dentist may provide business services, but cannot control clinical decisions or own the professional practice in a way that violates corporate-practice rules.
- Testimonials and social media posts are advertising when used to attract patients; patient confidentiality and consent still apply.
Worked example
An office advertises “$49 cleaning” but tells every caller the price applies only after a $150 exam and “necessary” X-rays, which are not disclosed. The advertised fee is misleading. Reason: material conditions were omitted, so the price claim is deceptive even though $49 was technically charged to someone.
Traps that cost marks
Do not confuse a lawful discount with an unlawful kickback. Do not use “specialist” casually if the dentist lacks the recognized specialty status. Do not let a marketing company make clinical claims the dentist cannot substantiate. A disclaimer does not cure a false headline.