Laws and regulations governing dental promotions
It’s no secret that advertising and promotion by dental clinics are regulated by the Ordre des Dentistes du Québec to ensure the protection of the public. It is entirely understandable and very important to comply with these laws and regulations. Most of the time, clinics that do not comply with the Order’s advertising criteria do not do so in bad faith; it is often due to a lack of information about the established rules. Here is a reminder of the Code of Ethics for Dentists—Conditions, Obligations, and Prohibitions Regarding Advertising (Updated as of May 1, 2025).
3.09.01. A dentist’s advertising shall contain only information that will help the public to make an enlightened choice and that will facilitate the public’s access to useful or necessary dental services.
The information shall be such that it informs persons having no particular knowledge of dentistry.
O.C. 279-93, s. 1.
3.09.02. A dentist may not engage in, or allow the use of, by any means whatsoever, advertising that is false, misleading, incomplete or liable to mislead.
A dentist may not claim to possess specific qualities or skills, particularly in respect of his level of competence or the range or effectiveness of his services, unless he can substantiate such claim on request.
O.C. 279-93, s. 1.
3.09.03. A dentist shall refrain from using comparative advertising.
O.C. 279-93, s. 1.
3.09.04. Only a dentist recognized by the Order in accordance with a regulation made pursuant to paragraph e of section 94 of the Professional Code (chapter C-26) may advertise a specialty.
A dentist who has been issued a restricted permit may advertise only the services that he is able to provide.
O.C. 279-93, s. 1.
3.09.05. A dentist who is not recognized as a specialist by the Order may not advertise any service whatsoever, unless the words “General Dentist” and the abbreviations for those of his university degrees that have been recognized by the Order are clearly stated after his name.
A dentist may not advertise himself under titles other than those recognized by the Order, that is, “dentist” or “dental surgeon” and, if he holds a specialist’s certificate, his specialist’s titles. In addition, he may have his name followed only by university titles or other titles that are recognized by the Order.
O.C. 279-93, s. 1; O.C. 673-96, s. 2.
3.09.06. A dentist referred to in section 3.09.05 may advertise the services offered using only a clear, precise formulation containing the word “service”, as in the formulations “endodontic service” and “crown and bridge service”.
O.C. 279-93, s. 1.
3.09.07. Where a dentist advertises a price, he shall state only the following information in addition to his business name, address and telephone number:
1° the regular price that he charges for the item or service announced in the advertisement and, where applicable, the exceptional price that he has set for such item or service, including the date on which the exceptional price will end;
2° the kind of item or service that is offered for the price;
3° the kind of materials that are used in rendering the service advertised;
4° any laboratory or other services included in the service advertised; and
5° any additional services required but not included.
Where a dentist sets an exceptional price, the information provided for in subparagraph 1 of the first paragraph shall be expressed only as “regular price”, “exceptional price” and “exceptional price ends”.
In the case of a visual advertisement showing the regular price and the exceptional price, characters of the same size shall be used for both prices.
O.C. 279-93, s. 1.
3.09.08. Any regular price advertised shall remain in force for not less than 90 days following the date on which it last appears.
O.C. 279-93, s. 1.
3.09.09. A dentist may not use, or allow to be used, by any means whatsoever, advertising that targets persons who may be physically or emotionally vulnerable because of age or the occurrence of a specific event.
O.C. 279-93, s. 1.
3.09.10. A dentist, where advertising or when speaking or appearing in public, may not use or allow the use of an endorsement or of a statement of gratitude concerning him.
O.C. 279-93, s. 1.
3.09.11. A dentist shall retain a complete copy of every advertisement for a period of 5 years following the date on which it last appears. The copy shall be remitted to the syndic on request.
O.C. 279-93, s. 1.
