Dental Website GDC Advertising Standards: 2026 Compliance Guide (UK)

The GDC Standards for the Dental Team apply to every registered dental professional and to the practice as a whole. Your website falls under 'advertising' whether you consider it marketing or not.

• Full name as registered with the GDC.
• GDC registration number.
• Registered qualifications (year and awarding body).
• Areas of practice and any speciality claims backed by GDC specialist listing.

• 'Best' or 'top' without evidence.
• 'Painless' as an absolute.
• 'Guaranteed results'.
• 'World famous', 'leading' without ranking evidence.
• Comparisons that denigrate other practices.

Before and after photos are allowed but must be genuine, must have documented patient consent for use in advertising, and must not be misleading. Do not use stock images or images from a supplier's marketing library and present them as your work.

• Written patient consent on file for each image, not implied consent.
• No retouching that changes the clinical result.
• A caption that names the treatment and, where relevant, the treatment time.

• Complaints procedure page with named contact, timescales, and escalation to the Dental Complaints Service or NHS England.
• CQC provider and manager details, plus a link to your latest CQC report.
• Practice address, telephone, and out of hours guidance in the footer.