What are the Ohio rules for dental advertising?
Ohio dental advertising is governed by the Ohio State Dental Board's rules in Ohio Administrative Code Chapter 4715-13. Every ad must name the owner dentist or practicing dentists, and trade names must include the owner's name. General dentists must say "General Dentist," testimonials must come from patients of record, and ads must be kept for two years. This reflects the rules as of October 2026; confirm with counsel.
- Owner names on every ad: print, broadcast and internet ads must include the owner's or practicing dentists' first and last names.
- Trade names must include the owner dentist's name, and retired or deceased dentists' names cannot be used.
- Testimonials only from patients of record; non-patient endorsers do not qualify.
- Keep each ad for two years at the facility and produce it within twenty-four hours of a board request.
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Which Ohio rules govern dental advertising?
Ohio dental advertising is governed by Chapter 4715-13 of the Ohio Administrative Code, adopted by the Ohio State Dental Board. Five rules matter: general advertising and solicitation (4715-13-01), practice names (4715-13-02), false statements (4715-13-03), misleading statements (4715-13-04) and specialty advertising (4715-13-05). Rule 4715-5-04 sets who counts as a specialist.
The official text sits in Ohio Administrative Code Chapter 4715-13 on the state's code site. Cornell's Legal Information Institute also publishes readable copies of each rule, linked below. Ohio's rules are specific about names and testimonials, so an agency used to other states should read them closely.
Two definitions widen the net:
- Who is covered. For rules 4715-13-01 to 4715-13-04, a "dental organization" includes any licensee, dental group, corporation, association, partnership or dental management company. DSO marketing teams are inside the rules, not outside them.
- Which channels. Rule 4715-13-01 allows advertising in print, over FCC-approved radio or television, and via the internet. Broadcast ads must be prerecorded and approved for broadcast by the advertising licensee or dental corporation.
Rule 4715-13-04(C) states that a licensee who violates 4715-13-01, 4715-13-03 or 4715-13-04 is subject to board discipline under Revised Code Chapter 4715. Federal rules on reviews, endorsements and patient privacy apply as well; our HIPAA dental advertising guide covers that layer. This page reflects the published rules as of October 2026. It is not legal advice, so confirm with counsel or the board.
What must an Ohio dental ad say about the owner and the practice name?
Every Ohio dental ad in print, broadcast or internet form must include the first and last name of the practice owner or owners, or of the practicing dentists. Ohio also requires trade names to include the owner dentist's name. Retired or deceased dentists' names cannot appear in the practice name, and the owner dentist is responsible for all advertising.
Owner names on every ad: 4715-13-01(D)
The rule covers print, broadcast and internet advertising. That reaches paid search ads, social ads, sponsored listings and display banners. Character-limited formats need planning. Many practices put the owner's name in a sitelink, a callout, the business name field or the landing page, then confirm with counsel that the format satisfies the rule.
Practice names: 4715-13-02
Under Rule 4715-13-02, a dentist may practice under their own name or through a corporation, professional association, partnership or LLC, "provided the name of the entity includes the name of the dentist currently practicing." The rule adds:
- All trade names and fictitious names shall include the name of the owner dentist or dentists.
- The first and last names of all dentists practicing there, with their degree, must be prominently displayed at the front or main entrance.
- Only licensed dentists currently practicing there may appear in the name, sign or identification of the entity.
- Each location needs a licensed dentist in charge, who must notify the board within ten days of taking on that role.
- Specialists must list their ADA-recognized specialty directly after or below their name.
For a brand-led group, this is the rule to review first. A brand name without an owner dentist's name raises a question under 4715-13-02. Bring counsel in before you rebrand, register a domain or build a Google Business Profile around a new name.
What statements are false or misleading in Ohio dental advertising?
Ohio bans false claims about patient numbers and superior outcomes, unqualified specialist terms, "nurse" claims without a licensed nurse, and general-dentist service lists without the "General Dentist" label. It also bans false years in practice, misnamed drugs, materials or methods, and ads suggesting a former dentist still practices there.
| Rule | What is prohibited | Where it shows up in marketing |
|---|---|---|
| 4715-13-03(A)–(B) | False statements about how many patients a licensee has treated, or false claims of superior outcomes | "Thousands of smiles transformed," results-led ad copy |
| 4715-13-03(C) | Specialist, "specializes," "limits practice to," diplomate or specialty titles unless the dentist meets rule 4715-5-04 | Service page titles, profile categories, video intros |
| 4715-13-03(D) | Saying a "nurse" or "dental nurse" is in attendance unless a licensed registered nurse is | Team pages that call assistants "nurses" |
| 4715-13-03(E) | A general dentist listing specific services without "General Dentist" at least as prominently, directly after or below the name | Implant, aligner and sedation landing pages |
| 4715-13-04(A)(1) | Falsely stating years in practice, or years at one location | "Serving the city since..." taglines after an acquisition |
| 4715-13-04(A)(2)–(5) | Misnaming or misrepresenting drugs, materials, anesthetics, methods or systems | Technology pages and procedure descriptions |
| 4715-13-04(A)(6)–(7) | Keeping a former dentist's sign up beyond ninety days; implying a retired, deceased or departed dentist still practices there | Old bios, legacy profile listings, outdated brochures |
The example in 4715-13-03(E) is "John Doe, D.D.S., General Dentist." Build that format into provider templates so each service page inherits it. After any associate leaves or practice changes hands, update the website, listings and printed material, and take down any outside signs within the ninety-day window.
How does Ohio regulate specialty and diplomate claims?
In Ohio, only dentists who meet rule 4715-5-04 may use "specialist," "specializes," "practice limited to" or titles such as orthodontist or periodontist. Specialists must not imply that associated general dentists are specialists. Multidisciplinary practices must show which practitioner provides which services, and "diplomate" claims from non-ADA boards need a set disclaimer.
Rule 4715-13-05 adds these requirements:
- Multidisciplinary practices. Paragraph (B) requires advertisements to indicate the services being provided by each practitioner in the office.
- No borrowed status. A specialist must avoid any implication that general dentists associated with them are specialists.
- Diplomate wording. A dentist with diplomate status from a bona fide national organization that is not an ADA-recognized certifying board may use "diplomate" only with a disclaimer stating that the organization "is not recognized as a specialty board by the Ohio state dental board or the American dental association." The disclaimer must be reasonably clear and visible compared with the diplomate announcement.
- General dentists can promote services. Paragraph (E) lets a general dentist announce specific services, including specialty services, if the wording is otherwise allowed.
- No invented specialties. Terms that suggest a specialty for which no ADA-recognized specialty exists are prohibited. Terms that describe areas of practice are permitted.
The specialist standard itself
Rule 4715-5-04 sets the standards for specialist recognition. Its published text requires a specialty with ADA-recognized certifying boards and a practice limited to that specialty. The dentist must also have completed an accredited post-doctoral program or be a diplomate of a recognized national certifying board. We could not confirm from an official source whether the board has amended it since its December 22, 2016 effective date. Before advertising any specialty or diplomate status, ask counsel or the board how the rule currently applies.
What we found when we studied 2,318 US dental practices on Google
Patients praise the care and the people. Where they push back is the treatment-plan conversation: upselling is the one review theme where complaints dominate.
2,318 US dental practices across 20 metros · review themes, pace and replies from a 120-practice subsample · every headline figure re-derived from raw data.
What are Ohio's rules on testimonials, solicitation and keeping ads?
Ohio allows testimonials or endorsements only from patients of record. Each different advertisement must be kept for two years, at the dental facility, and produced within 24 hours when the board asks. Face-to-face, phone and internet solicitation is allowed only if it avoids undue influence, overreaching, misrepresentation and invasion of privacy.
Testimonials and reviews
Rule 4715-13-01(C) limits testimonials and endorsements to patients of record. Influencer posts by non-patients and paid spokespeople who were never treated are a problem in Ohio, even if a disclosure is added. Federal rules apply as well. The FTC's Consumer Reviews and Testimonials Rule (16 CFR Part 465) took effect on October 21, 2024, according to the FTC's questions-and-answers page. It bans fake reviews and buying positive ones. Never confirm in a review reply that the reviewer is a patient.
Solicitation and outreach
Rule 4715-13-01(B) explicitly covers internet solicitation. Someone soliciting for the practice may not comment on the quality of its services unless they have the licensee's educational background, and then only in a general sense. Personal references to the quality of other dentists' services are strictly prohibited. For call teams and chat agents, that means no "we are better than the office down the road."
Records
- Keep each different media advertisement for two years.
- Store the archive so the practice can produce it within twenty-four hours.
- Include ad copy, images, landing pages and run dates, not just invoices.
Tracking pixels raise a separate, federal issue. The HHS guidance on online tracking technologies still applies to authenticated pages such as patient portals. Keep ad pixels off booking and intake flows unless the setup is HIPAA-safe and under a Business Associate Agreement.
What should an Ohio dental marketing compliance checklist include?
An Ohio checklist should start with names: owner names on every ad and an owner dentist in the trade name. Then check "General Dentist" labels, specialist and diplomate wording, testimonial sources, former-dentist references and the two-year ad archive. Review new assets before launch and audit live channels each quarter.
| Channel | Ohio-specific checks |
|---|---|
| Website | Owner name visible; "John Doe, D.D.S., General Dentist" format on service pages; no departed dentists; services listed by practitioner in multi-specialty groups |
| Google Business Profile | Business name consistent with the entity and trade-name rules; categories match qualifications; former providers removed |
| Paid search and social ads | Owner or dentist name present in the ad or a linked element counsel approves; no patient-count or outcome claims |
| Reviews and video | Testimonials only from patients of record, with written consent; no incentives for reviews |
| Records | Two-year archive kept at the facility and retrievable within twenty-four hours |
Ohio's owner-name rules are detailed and easy to miss. If you also run offices across the eastern border, compare them with our Pennsylvania dental advertising guide. For profile setup, see our dental Google Business Profile guide.
Ichelon Consulting US builds these checks into its dental marketing programs across the USA. Our US team works Central Time. To review an Ohio campaign before it goes live, book a call.
Related pages from the US team
Dental Marketing Agency USA
How Ichelon Consulting US plans and runs compliant growth programs for US dental practices.
Pennsylvania dental advertising rules
How the neighboring state's board treats fees, names and specialty claims.
HIPAA and dental advertising
Tracking, reviews and patient stories under federal privacy rules.
DSO and group dental marketing
Brand, location and provider structure for multi-location dental groups.
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Common questions
Does every Ohio dental ad need the owner dentist's name?
Yes. Ohio Administrative Code 4715-13-01(D) says all advertising in print, broadcast or internet form must include the first and last name of the practice owner or owners, or of the practicing dentists. The owner dentist is responsible for all advertising for the practice. Character-limited ad formats need planning, so confirm with counsel how to meet the rule in each format.
Can an Ohio dental practice use a brand name instead of the dentist's name?
Not on its own. Ohio Administrative Code 4715-13-02 says all trade names and fictitious names shall include the name of the owner dentist or dentists. Only licensed dentists currently practicing there may appear in the entity's name or signs, so retired or deceased dentists' names cannot be used. Groups planning a rebrand or a new location should review this rule with counsel first.
Who can give a testimonial for an Ohio dental practice?
Only patients of record. Ohio Administrative Code 4715-13-01(C) limits testimonials and endorsements to people who are patients of the practice. Paid spokespeople or influencers who were never treated do not qualify. Get written consent before using any patient's name, photo or story, and follow the FTC rule on consumer reviews and testimonials, which took effect on October 21, 2024.
How long must an Ohio dentist keep copies of advertisements?
Two years. Ohio Administrative Code 4715-13-01(A) requires each different media advertisement to be kept for two years at the dental facility. It must be made available within twenty-four hours when an authorized agent of the Ohio State Dental Board asks. A dated digital archive of ads, landing pages and run dates makes that request easy to meet.
Can a general dentist in Ohio advertise implants or orthodontic treatment?
Yes, with the right label. Ohio rule 4715-13-05(E) lets a general dentist announce specific services, including specialty services. Rule 4715-13-03(E) requires the phrase "General Dentist" directly after or below the dentist's name, at least as prominently as the list of services. Terms such as "specialist" or "orthodontist" are reserved for dentists who meet rule 4715-5-04.
A note on this guide: it explains marketing practice, not legal advice. Rules on privacy, advertising and insurance change and vary by state, so confirm anything compliance-related with your own counsel.
Want an Ohio compliance check on your dental marketing?
Our US team reviews your ads, website and Google profiles against Ohio's Chapter 4715-13 rules, starting with names and testimonials. Retainers start from $499/month, and we sign a BAA with every US client.