Isn’t That Specialist? What Dentists Need to Know About Advertising Specialty Services

Jordan Uditsky • September 25, 2024

In the legal profession, we are very careful with our words. We understand that specific terms have equally particular meanings, and that there are things we should say, things we must say, and things we can’t say, especially when we are advertising our services to the public. For example, even though I focus a large part of my practice on and have a lot of experience representing dentists and dental practices, I can’t say that I specialize or am an expert in that area of the law. That’s because, under the rules that govern my profession, lawyers can't claim to be experts or certified specialists in legal advertising unless they have been certified by a designated and accredited organization.

 

The same general principle applies to the dental profession. Dentists and practices that offer specialty dental services must tread with caution when advertising those services so as not to run afoul of state regulations that set forth in great detail when and how dentists can hold themselves out to the public as a licensed “specialist” or “specializing” in a particular field of dentistry.

 

Specialty License Required If Using Specialty-Implying Words In Advertising

 

Section 1220.421 of the Illinois Administrative Code governs advertising for dentists generally and the advertising of specialty services in particular. The prime directive for dental advertising is to not say anything that is “fraudulent, deceptive, inherently misleading or proven to be misleading in practice.”

 

While the Code allows a dentist or practice to include information in advertising “any specialty licenses held, Board certification, professional society memberships and any limitations or concentrations of practice,” it also prohibits them from advertising “professional services that the dentist is not licensed to render.” Even the mere implication that a dentist is a specialist, without using that term, can cross the line.

 

More specifically, Section 1220.421(f) provides that “When words relating to specialty practice are used in an advertisement, the advertisement must not imply that the dentist offering those services is licensed as a specialist unless he holds a specialty license issued by the Division.”

 

Unless a dentist is licensed in the corresponding dental specialty, they cannot use the following words or variations thereof in any advertising or communications with the public:


  • Endodontist
  • Pedodontist
  • Pediatric Dentist
  • Periodontist
  • Prosthodontist
  • Orthodontist
  • Oral and Maxillofacial Radiologist
  • Oral and Maxillofacial Surgeon

 

Disclaimers Required

 

If a dentist uses terms such as "Specialist," "Practice Limited To," or "Limited To Specialty Of," with the name of the branch of dentistry practiced as a specialty, (endodontics, periodontics (pediatric dentistry), periodontics, prosthodontics, orthodontics, oral and maxillofacial radiology, and oral and maxillofacial surgery), that serves as prima facie evidence that they are holding themself out to the public as a specialist.

 

A general dentist who advertises, in any media, using words or phrases customarily used by a specialist, except those prohibited above, but who does not hold a specialty license, shall include in the advertisement a prominent disclaimer that they are licensed only as a general dentist.

 

Additionally, any advertisements offering the availability of the recognized dental specialties listed above or offering the availability of some other "specialty" practice shall contain a prominent disclaimer in the form of a statement setting forth the specialties in which the dentist is licensed in Illinois and/or a statement that the dentist is licensed to practice as a general dentist in Illinois.

 

Examples of language requiring the foregoing disclaimers include:


  • Family dentistry
  • Cosmetic dentistry
  • Restorative dentistry
  • Preventive dentistry
  • Hospital dentistry
  • Implant dentistry
  • TMJ
  • Cranio mandibular dentistry

 

Finally, for practices with multiple dentists that offer both general dentistry and any licensed specialty, all advertising for the specialty shall include the name of the licensed dental specialists who perform the specialty services.

 

The consequences of an advertising-related violation can be extremely serious and lead to disciplinary action, including the suspension or revocation of a dentist’s professional license. Accordingly, dentists should consult with experienced dental counsel regarding any proposed advertisements or other communications with the general public to ensure compliance with state advertising rules.

 

Call Grogan, Hesse & Uditsky Today

 

At Grogan, Hesse & Uditsky, P.C., we focus a substantial part of our practice on providing exceptional legal services for dentists and dental practices, as well as orthodontists, periodontists, endodontists, pediatric dentists, and oral surgeons. We bring unique insights and deep commitment to protecting the interests of dental professionals and their practices and we welcome the opportunity to work with you.

 

If you have questions or concerns about your practice’s advertising, please call us at (630) 833-5533 or contact us online to arrange for your free initial consultation.

 

Jordan Uditsky, an accomplished businessman and seasoned attorney, combines his experience as a legal counselor and successful entrepreneur to advise dentists and other business owners in the Chicago area. Jordan grew up in a dental family, with his father, grandfather, and sister each owning their own dental practices, and this blend of legal, business, and personal experience provides Jordan with unique insight into his clients’ needs, concerns, and goals. 

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