The rule: what an Ontario dental ad can't contain
The law is the professional misconduct regulation under Ontario's Dentistry Act. It makes it misconduct to publish or allow any ad or information about your practice that includes information that:
"is not verifiable by facts or can only be verified by a person's personal feelings, beliefs, opinions or interpretations" (O. Reg. 853/93, s. 2, para. 60)
The same paragraph also bans ads that are false or misleading, that "make comparisons with another practice or member" or suggest "uniqueness or superiority", or that are "likely to create expectations of favourable results or to appeal to the public's fears" (O. Reg. 853/93).
The Royal College of Dental Surgeons of Ontario (RCDSO) turns that into a list. Don't include (RCDSO Advertising Guidelines):
| Not allowed | Examples on a dental website or ad |
|---|---|
| Testimonials, or anything only verifiable by someone's feelings | "Patients love us", a five-star review quoted on the home page |
| Superiority or uniqueness | "Best dentist in Mississauga", "#1 rated", "hires only top graduates" |
| Superlatives about quality | "State of the art", "cutting edge technology" |
| Expectations of results, or appeals to fear | "Guaranteed results", "risk-free care", "don't wait until it's too late" |
| Incentive programs | Free exams, free whitening, giveaways, contests, draws |
| Continuing education and memberships | "Member of the ... Academy", course certificates |
| Degrees beyond the ones needed to register | Extra diplomas listed after the dentist's name |
The 2025 RCDSO article gives "#1 rated", "best at", "risk-free care or guaranteed results" and "reduced rates, bonuses, or tiered programs" as examples to avoid (RCDSO, July 28, 2025).
Does this cover my website and Google profile?
Yes. RCDSO defines a professional advertisement as "any material related to your practice which is published, displayed, distributed or used, whether by you directly or by someone on your behalf", and lists websites, flyers, newsletters, signage and business cards (RCDSO practice advisory). Its social media advisory adds: "Websites are a form of professional advertisement; some social media may also be considered advertising" (RCDSO social media advisory).
So the same list applies to your Google Business Profile description, posts and photos, your Meta ads and your Google Ads text. A patient's own Google review is not your ad. Copying it onto your website or into an ad puts a testimonial in your advertising.
Who is responsible if the marketing agency wrote it?
You are. RCDSO: "Dentists are responsible for all advertisements involving them and their clinic(s)." It covers content from your staff "or a third party acting on your behalf", and suggests sharing the advisory with any agency you hire (RCDSO, July 28, 2025). Associates must tell the owner when they see inappropriate advertising.
General dentist or specialist: the wording you need
Any ad that mentions an area of practice, a procedure or a treatment must say whether you are a specialist or a general practitioner:
"...unless the advertisement, announcement or information discloses whether the member is a specialist or a general practitioner and, if a specialist, in what particular specialty." (O. Reg. 853/93, s. 2, para. 61)
A general dentist's implant or Invisalign page needs a line such as "Dr. Patel is a general dentist." A specialist names the specialty they're registered in, such as "Dr. Lee is a registered specialist in periodontics." RCDSO's quick guide: "Use titles and qualifications that reflect your registration category with the College" (Advertising with Integrity).
Ontario recognizes 11 dental specialties, and implants and cosmetic dentistry aren't among them. RCDSO: "a dentist may not describe themselves as a 'cosmetic dentist', 'implant specialist' or 'holistic dentist'" (RCDSO: Use of qualifications, titles, and designations). A general dentist may limit their practice to one area but must say they are a general practitioner.
Can I advertise prices?
Yes. RCDSO says "There is nothing to prevent you from advertising a fee". The fee must be clearly stated. Unless you say otherwise, it is the maximum fee including lab costs, and it applies to every patient, "whether or not they were aware of the advertisement and whether or not they had dental insurance coverage" (RCDSO Advertising Guidelines). A free exam is an incentive, not a fee; see free new-patient exam ads.
Before-and-after photos
RCDSO's advertising guidance doesn't name before-and-after photos. Two rules apply to them:
- Consent. "A patient's image is considered personal health information." Get consent in advance, reconfirm it in writing after the patient has seen the image, and describe every place it will be used, social media included. "Consent is required even when images do not identify the patient" (RCDSO: Advice on the Use of Patient Images).
- Expectations. The regulation bans ads "likely to create expectations of favourable results" (O. Reg. 853/93). A gallery that implies every patient gets that result can cross it.
RCDSO says it "will offer advice about any proposed advertisement" (RCDSO practice advisory); its quick guide lists practiceadvisory@rcdso.org for questions (Advertising with Integrity).
Example
Rewriting a home page
Before: "Toronto's best family dentist. State-of-the-art care with guaranteed results. 500+ five-star reviews! Free whitening for new patients." After: "Family and general dentistry in Leslieville. Dr. Chen is a general dentist. New patient exam: $95. Evening and Saturday appointments." Everything left is a fact a reader can check.
An implant landing page from an agency
The agency's draft says "Ontario's leading implant experts" and quotes three patient reviews. The dentist is responsible either way. The fix: cut the claim and the reviews, add "Dr. Singh is a general dentist", and describe what the procedure involves and costs.
Different for you?
- Running a new-patient special in the US instead: free new-patient exam ads.
- Replying to a bad Google review: patient reviews and privacy.
- Getting more reviews without breaking the rules: asking for reviews.
- Ontario lawyers have a different regulator: Ontario lawyer advertising rules.
- Want a site that ranks and books without risky claims: see the Website Agent.