Avoiding dental website mistakes is essential for maintaining compliance, credibility, and patient trust.

Many dental professionals unknowingly make critical mistakes on their websites that can lead to regulatory issues, reputational harm, and financial penalties.

AHPRA (Australian Health Practitioner Regulation Agency) enforces strict advertising guidelines to ensure transparency and ethical conduct in healthcare marketing. Failing to comply can result in fines of up to $60,000 for individuals and $120,000 for corporations.

In this article, we’ll explore the 10 most common mistakes dentists make on their websites and how you can avoid them while still growing your practice.

1. Using Patient Testimonials Incorrectly

AHPRA prohibits patient testimonials that reference clinical care, treatment success, or a dentist’s skills.

Even if a review is genuine, it cannot be published on a website if it discusses health services.

The restriction exists to prevent misleading claims and ensure patients make informed decisions based on factual information rather than promotional content.

Don'ts

• Publish testimonials that mention a patient’s experience with treatment.
• Embed Google or Facebook reviews directly on your website.
• Share before-and-after stories that imply treatment success.

Do's

• Provide a link to external review platforms like Google, where all reviews—positive and negative—are visible.
• Use anonymised survey data that represents patient satisfaction trends.

Example:

• Non-Compliant: "Dr. Smith gave me the perfect smile! Best dentist ever!"
• Compliant: "We are rated 4.9/5 on Google. Read what our patients say."

2. Offering Discounts and Promotions Without Full Disclosure

Advertising special offers is allowed, but AHPRA requires complete transparency about costs and conditions.

Promotions should not mislead patients about the price, scope, or necessity of treatment.

Statements that create urgency- such as "limited time only" - may be considered coercive and non-compliant.

Don'ts

• Advertise discounted treatments without outlining the full price.
• Use urgency tactics such as “Act now before the deal expires!”.
• Offer free consultations without explaining potential additional costs.

Do's

• Ensure all promotional offers include clear terms and conditions.
• Use educational, neutral language rather than sales-driven messaging.

Example:

• Non-Compliant: “50% off dental implants – Act fast!”
• Compliant: “We offer a free consultation to discuss your treatment options. Terms and conditions apply.”

3. Making Unrealistic Claims About Treatment Outcomes

AHPRA requires dental websites to provide realistic expectations of treatment outcomes.

Terms such as "pain-free," "permanent results," or "guaranteed success" can be misleading, as treatment experiences vary based on individual circumstances.

Don'ts

• Guarantee results such as “whiter teeth in one visit”.
• Claim treatments are pain-free or risk-free.
• Imply that a procedure will work for all patients without exception.

Do's

• Use factual, evidence-based descriptions of procedures.
• Include disclaimers that outcomes depend on individual factors.

Example:

• Non-Compliant: “Get a perfect Hollywood smile with our pain-free veneers!”
• Compliant: “Veneers may enhance your smile, but results vary based on individual dental health.”

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4. Listing Conditions You "Treat" Without Supporting Evidence

Health claims on a dental website must be backed by research. If a treatment is promoted as a solution for a condition, there must be credible scientific evidence supporting the claim.

Overstating a procedure’s effectiveness or suggesting a cure without sufficient proof can be misleading.

Don'ts

• Claim to “treat” conditions without medical backing.
• Imply that a treatment is a cure-all for multiple dental issues.

Do's

• Use terms like "assist in managing" rather than "treat" unless backed by clinical research.
• Ensure all claims align with peer-reviewed scientific studies.

Example:

• Non-Compliant: “Our treatment cures sleep apnoea.”
• Compliant: “Our dental devices may assist in managing sleep apnoea symptoms.”

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5. Failing to Mention Treatment Risks

All dental treatments carry potential risks, which must be disclosed on the website.

Downplaying side effects or failing to mention potential complications may mislead patients and violate AHPRA’s transparency requirements.

Don'ts

• Describe procedures as “completely safe” without mentioning risks.
• Omit potential side effects or complications.

Do's

• Clearly outline possible risks and side effects.
• Encourage patients to discuss their options with a dentist before making a decision.

Example:

• Non-Compliant: “Dental implants are completely safe and painless.”
• Compliant: “Dental implants are a long-term solution for tooth loss, though like all procedures, they carry some risks. Consult your dentist for more information.”

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6. Misusing Before-and-After Photos

Before-and-after images can be misleading if edited, staged, or presented without disclaimers.

AHPRA requires that such images be genuine and accompanied by clear statements about individual variation in results.

Don'ts

• Alter or enhance before-and-after images.
• Use patient photos without written consent.

Do's

• Use unedited, real patient photos with disclaimers such as "Results vary from person to person.".

7. Discrediting Other Dental Clinics

AHPRA does not allow comparisons that suggest one practice is superior to another.

Marketing statements should focus on a clinic’s strengths rather than making indirect criticisms of competitors.

Don'ts

• Make claims such as “Unlike other dentists, we use the best technology.”.
• Suggest that other clinics provide substandard care.

Do's

• Highlight the clinic’s strengths without referring to competitors.

Example:

• Non-Compliant: “Other dentists use outdated methods, but we use modern technology.”
• Compliant: “We utilise advanced technology to enhance patient comfort and precision.”

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8. Encouraging Unnecessary Check-Ups

Routine check-ups are beneficial, but AHPRA requires that they be recommended based on individual patient needs rather than being presented as a strict requirement.

Don'ts

• State that all patients must visit every six months.
• Imply that missing a check-up will automatically cause dental problems.

Do's

• Educate patients on preventive care without making absolute statements.

Example:

• Non-Compliant: “You MUST visit us every 6 months to maintain healthy teeth.”
• Compliant: “Regular check-ups help detect issues early; your dentist will recommend a schedule suited to your needs.”

9. Running Misleading Google & Facebook Ads

Online advertisements must be clear, fact-based, and free from misleading statements. Ads that promise guaranteed results, use patient testimonials, or exaggerate treatment effectiveness may violate AHPRA regulations.

Don'ts

• Use exaggerated claims such as “Instantly whiter teeth!”.
• Feature patient testimonials in paid advertisements.
• Imply guaranteed success with any treatment.

Do's

• Use factual, educational messaging in ads.
• Offer general information about treatment options.

Example:

• Non-Compliant: “Guaranteed whiter teeth in one visit—Book now!”
• Compliant: “Interested in teeth whitening? Learn more about available treatment options.”

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10. Using Fear-Based Marketing to Drive Patient Decisions

AHPRA prohibits marketing strategies that use fear-based messaging to pressure patients into immediate action. Information should be educational rather than alarmist.

Don'ts

• Use language that induces fear, such as “Your teeth will fall out without treatment.”.
• Exaggerate the consequences of not getting treatment.

Do's

• Provide balanced, educational information on dental conditions.

Example:

• Non-Compliant: “Act now before it’s too late!”
• Compliant: “Gum disease may progress if left untreated. A consultation can help determine the best approach.”

Conclusion

By avoiding these 10 common mistakes, dentists can grow their practice while staying compliant with AHPRA regulations.

Key Takeaways:

• Ensure all website content follows AHPRA guidelines by avoiding testimonials, misleading claims, and unverifiable treatment promises.
• Provide clear, fact-based information about treatments, including risks and realistic outcomes.
• Use ethical and transparent marketing strategies that focus on patient education rather than urgency or fear-based tactics.

Need an AHPRA-compliant website? Wolf IQ specializes in dental website design and digital marketing. Contact us today!