Dental advertising faces enhanced scrutiny

The GDC has announced it will be working closely with the Advertising Standards Authority (ASA) to tackle misleading dental marketing.

In a joint commitment to reduce misleading and harmful practice, the organisations have agreed on a referral process for complaints in relation to marketing materials which may breach the Advertising Codes.

A GDC statement sets out three options for action. First, any enquires regarding potentially problematic marketing material will be directed to the ASA complaints inbox.

Second, should a member of the public raise a complaint with the GDC in relation to marketing material, the GDC’s illegal practice team will usually refer them to the ASA complaints form or, where the complaint is anonymous, the GDC will act as an intermediary.

Third, complaints relating to marketing material of a competitor will be directed to the ASA’s enhanced procedure.

ASA Director of Communications, Lynsay Taffe said: "We should all be able to trust the adverts we see and hear. Misleading or irresponsible advertising is potentially harmful to consumers and is unfair to those businesses that play by the rules. The GDC referral process will help us identify and tackle problems in dentistry adverts."

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