Under the GDC's Guidance on advertising (effective 30 September 2013), a UK dental practice website should display the practice name and geographic address, an email address and phone number, the GDC's address or a link to its website, the practice complaints procedure (including who patients can escalate to for NHS and private treatment), and the date the site was last updated. Every dental professional named must have their professional qualification, the country it was obtained in, and their GDC registration number shown. Only dentists on a GDC specialist list may describe themselves as specialists.
Who the guidance applies to
The GDC's guidance on advertising applies to all registered dental professionals and to the information they publish or allow to be published about them, including practice websites, social media, directories and printed materials. Paragraph 1.3.3 of the Standards for the Dental Team requires advertising to be accurate, not misleading, and in line with this guidance. Practices also have to follow the advertising rules in the CAP Code, enforced by the Advertising Standards Authority.
Checklist: what a practice website must show
| Requirement | Where it usually goes |
|---|---|
| Practice name and geographic address where dental services are provided | Footer and contact page |
| Contact details, including an email address and telephone number | Header/footer and contact page |
| The GDC's address and contact details, or a link to the GDC website | Footer or a regulatory information page |
| Complaints procedure, including who to contact if unhappy: the relevant NHS body for NHS treatment, and the Dental Complaints Service for private treatment | Dedicated complaints page linked from the footer |
| Date the website was last updated | Footer |
| Whether the practice is NHS (or equivalent), mixed, or wholly private | Home and fees pages |
| For each dental professional named: professional qualification, country it was obtained in, and GDC registration number | Team page and clinician profiles |
Specialist titles: the most common mistake
Only dentists on one of the GDC's specialist lists may call themselves a specialist or "specialist in…". Dentists who are not on a specialist list must not use titles such as orthodontist, periodontist or endodontist, and must not say they are "specialising in" an area. Dental care professionals have no specialist lists, so terms like "smile specialist" should not be used for them either.
Acceptable alternatives for non-specialists include "special interest in…", "experienced in…" and "practice limited to…". Check treatment pages, Google Business Profile descriptions, ads and social bios, since this mistake often survives in places other than the main website.
Other rules that affect marketing copy
- Qualifications and memberships: don't list memberships, fellowships or honorary degrees as abbreviations that could mislead patients into thinking they are qualifications.
- No comparisons: don't publish claims comparing your team's skills or qualifications with other dental professionals.
- Back up claims: claims must be supported by facts and must not create unjustified expectations about results.
- Treatment suitability: marketing, including on social media and deal sites, should make clear that treatment may not suit every patient and depends on a satisfactory assessment.
- Keep it current: staff and service information must be kept up to date, so remove clinicians who have left.
How compliance helps your SEO and AI visibility
Several of these requirements line up with what search engines and AI assistants reward. Named clinicians with verifiable GDC numbers are strong expertise signals. Clear NHS/private status and price guidance answer the questions patients actually ask. A visible "last updated" date shows the information is current. We build these into templates so they stay correct as the team changes.
Quick audit you can do today
- Search your site, Google Business Profile and social bios for "specialist" and specialist titles. Check each use against the GDC register.
- Open your team page: does every clinician show qualification, country and GDC number?
- Check the footer for the GDC link, the complaints page and a last-updated date.
- Confirm the NHS/private status is stated clearly.
Source: General Dental Council, Guidance on advertising (effective 30 September 2013). This guide summarises the guidance for marketing purposes and is not legal advice; check the original and your indemnity provider's advice for your situation.