Dental Advertising Rules in Ontario: What the RCDSO Allows
Quick answer: Ontario dentists can advertise, but the Royal College of Dental Surgeons of Ontario (RCDSO) sets clear limits. Its practice advisory on professional advertising rules out testimonials and statements that can only be verified by someone's personal feelings, claims of superiority or uniqueness, and incentive programs such as contests and giveaways. Ads that mention a procedure must say whether the dentist is a general practitioner or a specialist, and dentists are responsible for ads made on their behalf.
This article is a plain-language overview to help clinics and their marketing teams plan compliant campaigns. It is not legal advice. Always read the current RCDSO advisory, and contact the College's practice advisory service or a lawyer if you are unsure.
What counts as advertising for an Ontario dentist?
The RCDSO defines professional advertising broadly: any material related to a dental practice that is published, displayed, distributed or used, whether by the clinic or by someone on its behalf. That includes websites, Google Ads, social media posts, flyers, newsletters and signage. A social media account that identifies its owner as a dentist is generally treated as advertising.
What can't Ontario dentists include in ads?
- Testimonials: statements that can only be verified by a person's personal feelings or views, including patient testimonials.
- Superiority or uniqueness claims: wording that suggests you are better than other dentists, such as "the best dentist in town".
- Incentive programs: contests, draws and giveaways.
- Misleading or exaggerated statements: anything that creates unrealistic expectations of results.
- Patient images without explicit consent: photos or videos of patients require their explicit consent.
Dental ad compliance check
- No testimonials
- No superiority claims
- No contests or giveaways
- General dentist or specialist disclosed
- Patient images only with consent
Ready to publish
What must Ontario dental ads include?
If an ad refers to an area of dental practice, a procedure or a treatment, it must clearly disclose whether the dentist is registered as a general practitioner or a specialist, and if a specialist, in which specialty. Fees can be advertised, but the advisory sets conditions on how they are presented, so review that section before publishing prices.
Who is responsible for dental ads made by an agency?
The dentist. Dentists are accountable for advertising about their practice even when a marketing agency, website builder or staff member created it. The RCDSO suggests sharing the advisory with any third party that produces your advertising, and associates are expected to raise concerns about inappropriate advertising at their clinic.
How can a dental clinic market effectively within these rules?
| Instead of | Try |
|---|---|
| Patient testimonials | Clear explanations of treatments and what to expect |
| "Best clinic in the city" | Factual details: hours, location, languages, services, booking options |
| Contests and giveaways | Helpful content, such as oral health tips and treatment guides |
| Vague promises | Accurate information about the process and realistic outcomes |
Treatment-focused Google Ads, accurate treatment pages and a complete Google Business Profile all work well within these limits. See our guide to Google Ads for dentists.
Frequently asked questions
Can Ontario dentists use patient testimonials?
The RCDSO practice advisory on professional advertising rules out testimonials and statements that can only be verified by personal feelings or views.
Can Ontario dentists run social media contests?
The advisory lists incentive programs, including contests, draws and giveaways, among the things not permitted in dental advertising.
Can dentists advertise their fees in Ontario?
Yes, but the advisory sets conditions on how fees are presented, so review it before publishing prices.
Is a dentist responsible for ads made by their marketing agency?
Yes. Dentists are accountable for advertising about their practice, even when a third party created it.
Want marketing that grows your clinic and respects the rules? See how our dental marketing works.