Dental Practice Marketing Regulations in Canada

Marketing a dental practice in Canada means working within rules that vary from one province or territory to the next. This guide gives a short overview of how dentists can market themselves in each region, so your practice can grow while staying on the right side of its regulator.

Note: This guide was first published in April 2024. Regulations change, so confirm current requirements with your provincial regulator before you publish or run anything.

Alberta

In Alberta, the Alberta Dental Association and College expects all dental marketing to be truthful and not misleading. Dentists can use their titles, but cannot claim superiority or a specialty unless they are certified. Advertising should focus on informing the public rather than on promotional offers.

British Columbia

Dentists in British Columbia are governed by the College of Dental Surgeons of British Columbia (CDSBC). The key is to maintain professionalism and avoid statements that could be seen as misleading. The use of testimonials, for instance, is highly regulated.

Manitoba

The Manitoba Dental Association expects marketing materials to be verifiable and truthful. As in other provinces, Manitoba dentists should avoid implying that their services are unique to their practice unless they can substantiate the claim.

New Brunswick

New Brunswick may have fewer specific marketing rules for dentists, which can give professionals more flexibility. General Canadian advertising law still applies, so all information must be accurate and not misleading. Check with the regulator for current guidance.

Newfoundland and Labrador

The Newfoundland and Labrador Dental Board emphasizes ethical marketing. Superlatives and comparative statements in advertising are discouraged unless they can be factually supported.

Northwest Territories and Nunavut

Dental marketing in the Northwest Territories and Nunavut may be subject to fewer specific restrictions beyond the general Canadian laws against misleading advertising. Confirm current guidance before you rely on this.

Nova Scotia

The Provincial Dental Board of Nova Scotia expects dental advertising to be honest and professional. Dentists should avoid exaggerating the benefits of their services and make sure every claim can be substantiated.

Ontario

In Ontario, the Royal College of Dental Surgeons of Ontario (RCDSO) provides strict guidelines on advertising, including limits on discounts, contests and misleading claims. Ontario dentists should focus on factual and educational content in their marketing.

Prince Edward Island

PEI may not regulate dental marketing as specifically as other provinces. Dentists there are advised to follow general guidelines that ensure honesty and integrity in advertising, and to check current guidance with the regulator.

Quebec

In Quebec, dental marketing is governed by the Ordre des dentistes du Québec. It must be truthful and not misleading, and any claims about specialization must be clearly substantiated.

Saskatchewan

The College of Dental Surgeons of Saskatchewan has allowed more flexibility in advertising, including incentives such as coupons and discounts. All advertising must still be truthful and not misleading.

Yukon

As in the Northwest Territories and Nunavut, Yukon's rules may be less specific, with a focus on general Canadian advertising laws that prevent misleading claims.

SEO tips for effective dental marketing in Canada

1. Localized keywords. Use location-specific terms such as "Alberta dental services" or "Toronto dental clinic" to target local searches.
2. Quality content. Regularly update your website with informative posts that address common dental concerns and treatments.
3. Google Business Profile. Set up and maintain your profile for local SEO, and encourage happy patients to leave reviews, within your regulator's rules on testimonials.
4. Social media engagement. Engage with potential patients on platforms like Instagram and Facebook, using local hashtags and geotagging.
5. Responsive website design. Make sure your website works well on mobile, because a large share of searches happen on phones.

Understanding the marketing rules in your province, and combining them with solid SEO, lets you promote your practice with confidence while building trust in your community.