Dental regulator tackles illegal practice by working with ASA

Dental regulator tackles illegal practice by working with ASA


The General Dental Council (GDC) is clamping down on illegal practice by working with the Advertising Standards Authority (ASA) to tackle misleading marketing.

A joint commitment has been reached between the two organisations to try to deal with misleading and harmful practice.

The GDC will investigate and prosecute incidences of the illegal practice of dentistry and the ASA will work with the GDC to deal with misleading advertising.

They have agreed an effective and efficient referral process for complaints in relation to advertising materials which may breach the Advertising Codes.

This involves three options for action:

Scenario 1: Where the GDC identifies potentially problematic marketing material, the GDC’s illegal practice team will direct enquiries to the ASA complaints inbox.

Scenario 2: Where a member of the public raises 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.

Scenario 3:Where a complaint about marketing material relates to a competitor of the complainant, the GDC will direct complainants to the ASA’s enhanced procedure.

The illegal practice of dentistry, and in particular tooth whitening, poses a real risk of harm to the public and the GDC takes the issue extremely seriously.

In addition to working with Daily Deals companies and exhibition venues across the UK, the GDC welcomes this latest agreement with the ASA.

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.”

More details about how to report illegal practice can be found on the GDC’s website here