Standards we apply

Advertising for regulated health services must not be false, misleading or deceptive; offer an inducement without stating applicable terms and conditions; use testimonials about clinical aspects of the service; create an unreasonable expectation of beneficial treatment; or encourage indiscriminate or unnecessary use of regulated health services.

We aim for information that is clear, factual, balanced and capable of substantiation. Content should explain important limitations rather than relying on broad superlatives, guarantees or pressure.

Practitioner names, titles and credentials

Practitioner information should reflect current registration and supported qualifications. Where a dentist uses “Dr”, the profession is made clear, such as “Dr [Name], General Dentist”. We do not use “specialist” or a protected specialist title unless the practitioner holds the corresponding specialist registration. Interests, experience or additional training must not imply specialist registration.

Registration can be checked through the public Ahpra register of practitioners.

Treatment and outcome claims

Claims about a treatment’s benefit, effectiveness, safety, pain, recovery or longevity must be supported by acceptable evidence and expressed within the limits of that evidence. We avoid claims such as “guaranteed”, “risk-free”, “pain-free”, “permanent” or “best”. Individual suitability and outcomes require clinical assessment and vary.

Information should not minimise risks, omit important qualifications, create fear or urgency, or suggest that a person needs treatment without clinical indication.

Testimonials and reviews

We do not publish or republish testimonials about symptoms, diagnosis, treatment, clinical outcomes, practitioner skill or other clinical aspects to advertise the clinic. Patients remain free to express their own views on platforms outside our control. We take care not to reuse those comments in clinic-controlled advertising.

Non-clinical feedback may still raise context or consumer-law concerns and is reviewed before use.

Prices, offers, health funds and finance

Any advertised gift, discount or inducement must state relevant terms and conditions. Price information should identify material limits and must not imply that an insurer, government program or finance provider guarantees eligibility or full payment. HICAPS is described as a claiming facility, not a health fund.

Images and before-and-after cases

Clinical images require appropriate authority and must not be misleading, enhanced to exaggerate an outcome or presented as a guarantee. Before-and-after cases should use comparable views, identify the treatment and relevant context, explain any alteration, and state that outcomes vary. See our Before-and-After Gallery Disclaimer.

Review, correction and reporting concerns

Website and campaign content should be reviewed when published and periodically after material clinical, practitioner, pricing or regulatory changes. If you identify content that may be inaccurate or inappropriate, contact us at receptionist@smiledentalclinic.com.au. We will assess and correct substantiated issues.

Advertising concerns can also be raised with Ahpra.