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Guide ยท Advertising rules in plain English
Specialist, specialises in and Dr: title rules for dental advertising
A single word on a team page can mislead. Ahpra's guidelines are specific about which titles a practitioner may use in advertising, and the wording a clinic chooses for its dentists should follow them.
The rule
What the guidelines say.
Ahpra's advertising guidelines say only practitioners who hold specialist registration, or an endorsement, may use the related titles, including in business names and advertising.
They say that using specialist, specialises in, specialty or specialised without that registration is likely to mislead. Wording such as substantial experience in is less likely to be misleading.
They also say Dr is not a protected title, but where it does not refer to a medical practitioner the profession should be made clear. For a dentist, that means making it plain that the person is a dentist.
In practice
Where this shows up.
Team pages. Each practitioner described by their registration type and their real training and interests.
Treatment pages. Our implant specialist or we specialise in children are the usual slips.
Page titles and ads. The same wording rules apply to a search ad headline as to the website.
Business names. The guidelines include business names, so a clinic name should not imply a specialty its practitioners do not hold.
Google Business Profile. The categories and description should match the registration too.
Our approach
Accurate, and still persuasive.
A dentist's real training, years of experience and particular interests are worth stating, and they persuade without borrowing a title. We check every description against the public register before it is published (advertising rule checks).
This page is general information, not legal advice. Ahpra and the TGA publish the rules, and their own guidance is the place to check your situation.
Questions
Common questions.
Can a general dentist say they specialise in implants?
Ahpra's guidelines say specialises in is likely to mislead without specialist registration. Substantial experience in is given as wording less likely to mislead.
Can a dentist use the title Dr?
The guidelines say Dr is not a protected title, but the profession should be made clear where it does not refer to a medical practitioner.
Does this apply to our clinic's name?
Yes. The guidelines refer to business names as well as advertising.
- Ahpra advertising rules for dental websites
- A plain-English guide to the Ahpra advertising rules that apply to a dental clinic's website, with each point linked to the official source.
- Google reviews for dentists
- Can a dentist ask for Google reviews, reply to them or share them? A plain-English guide to Ahpra's testimonial rules and Google's review policy.
- Before and after photos in dental advertising
- When can a dental clinic use before and after photos on its website and social media? A plain-English guide based on Ahpra's advertising guidance.
Next step
Start with a practice check.
Tell us about your clinic and where you think it stands. Your first practice check is free. We reply within one business day, weekends excepted, and we meet every clinic on a video call before any work begins.