What are the Pennsylvania rules for dental advertising?
Pennsylvania dental advertising is governed by State Board of Dentistry regulations at 49 Pa. Code §§ 33.201 to 33.203. Every ad must name at least one responsible dentist. Specialty claims require a Board-recognized specialty and accredited training. General dentists using specialty terms must disclose it. Advertised fees and free services must be honored for at least 60 days, and fictitious names must be registered with the Board.
- Every ad names a dentist: at least one dentist, using the name on the current biennial renewal, takes responsibility for each ad (§ 33.203(c)).
- Specialty claims are tightly defined: the Board lists eight specialties and requires a CODA-approved specialty program before a dentist holds out as a specialist.
- The 60-day rule: advertised fees cannot rise, and advertised free services cannot be charged for, for 60 days after the ad last runs, unless a shorter period is stated.
- Trade names are regulated: fictitious names need Board registration, and the dentist's name must appear at least as large as the trade name in ads.
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Which Pennsylvania rules govern dental advertising?
The Pennsylvania State Board of Dentistry regulates dental advertising through three sections of Chapter 33. 49 Pa. Code § 33.203 covers advertising, § 33.202 covers fictitious names and § 33.201 covers titles. False, misleading or deceptive advertising is prohibited by section 4.1(a)(10) of The Dental Law (63 P.S. § 123.1(a)(10)).
Section 33.203 defines advertising broadly. It includes signs, letterheads, business cards and printed or broadcast announcements of services. The rule predates social media, but nothing in it exempts websites, search ads or social posts, so treat every channel as advertising. The official Pennsylvania Code site shows changes effective through August 2026, and § 33.203 has not changed since it was adopted in 1995.
When an ad is false, misleading or deceptive
- It contains a material misrepresentation of fact, or omits a fact needed to keep the statement from being misleading.
- It is likely to create an unjustified expectation about results the dentist can achieve.
- It compares the dentist's services with other dentists' services, unless the comparison can be factually substantiated.
This reflects the regulations as published in October 2026. Confirm any specific campaign with your counsel.
How can a Pennsylvania dental practice advertise fees and free services?
Fees and free services may both be advertised. A minimum fee needs a disclosure that it is the minimum and the actual fee may vary with complexity, shown as prominently as the fee. After the ad last runs, the dentist cannot raise the fee or charge for the free service for 60 days, unless the ad conspicuously stated a shorter period.
The disclosure must match the fee format
- Written ads: the disclosure must be at least equal to the fee in size, legibility and length.
- Spoken ads (radio, video): the disclosure must also be spoken, at least equal in volume, quality and duration.
- Treatment plans accepted in the window: if a patient accepts a plan within the 60 days, the advertised fee or free service holds even when treatment happens later.
Defined terms protect price comparisons
Section 33.203(k) defines service terms used with advertised fees. For example, an advertised "examination" must at least include charting of caries, notation of periodontal disease, occlusal discrepancies and oral lesions, and a written diagnosis. Any separate fee for added services must be disclosed before they are provided. Ads for restorations, crowns, bridges and dentures must state the type of restoration or prosthesis and the materials.
For digital ads, set end dates deliberately. If a paid search ad offers a price and you pause it on March 31, the 60-day clock starts from that last appearance. Write "Offer ends March 31" conspicuously if you want a shorter window.
When can a Pennsylvania dentist advertise as a specialist?
A dentist may hold out as a specialist only in an area the Board recognizes, after completing a specialty program approved by the ADA Commission on Dental Accreditation. Section 33.203(d) lists eight specialties: dental public health, endodontics, oral and maxillofacial surgery, oral pathology, orthodontics, pediatric dentistry, periodontics and prosthodontics.
Holding out includes "specialist", "limited to specialty of", or titles like "endodontist" and "pediatric dentist". The list dates from 1995 and does not include specialties recognized nationally since then, such as oral and maxillofacial radiology and dental anesthesiology. We could not verify whether the Board treats those as recognized, so ask counsel before advertising them as specialties.
| Situation | What § 33.203(d) requires | Example wording |
|---|---|---|
| General dentist advertising a specialty-named service | Conspicuous disclosure that services are provided by a general dentist | "Orthodontic treatment. Services provided by a general dentist." |
| General dentist advertising a descriptive service | No disclosure needed for terms like crown and bridge work or extractions | "Crowns, bridges and extractions" |
| Specialist advertising another area | Conspicuous disclosure that specialty status does not extend to it | "Periodontist. Specialty status does not extend to implant placement." |
| Specialist practice with general dentists | Must not imply the general dentists are specialists | List each dentist with an accurate title |
| Non-specialty areas such as TMJ or implants | No one may say they "specialize in" them | "Practice limited to placing dental implants" is allowed; "implant specialist" is not |
Titles and "board certified"
Section 33.201 lets dentists use "Doctor" or "Dr." only with their name and an approved title, such as "Dentist", "D.D.S." or "D.M.D.". Dentists may add advanced degrees from accredited institutions and advanced professional status designations such as diplomate or fellow. A "board certified" claim should name the board and be accurate; we found no Pennsylvania rule on that exact phrase.
What are the Pennsylvania rules for dental practice names and group branding?
Pennsylvania dentists may use a fictitious name that is not false, misleading or deceptive, but must register it with the Board and pay a fee. Every ad must include the name and degree of at least one associated dentist, in lettering at least as large as the fictitious name. The registering dentist and that named dentist share responsibility for the ad.
Naming limits in § 33.202
- "Clinic" only for a public or quasi-public facility as defined in § 33.1.
- "Institute" only for an educational or research facility.
- No plurals or other wording that misrepresents how many dentists, or how many specialists, practice there. "Main Street Orthodontists" with one orthodontist is a problem.
- General dentists may include a specialty word in a fictitious name only with a conspicuous general-dentist disclosure in every medium where the name appears.
- The name of a dentist who has left the practice may be used for up to 1 year.
- Changes in ownership, responsible dentist, scope of practice or staffing must be reported in writing within 10 days.
This has direct consequences for a Google Business Profile. A profile named "Smile Dental Implant Center" for a general practice would need the general-dentist disclosure wherever the name appears. Our dental Google Business Profile guide covers naming choices that stay within platform rules too.
Broadcast and video ads
Radio and TV ads must be recorded and kept for 1 year after final broadcast, and supplied to the Board within 20 days of a request. If a narrator is presented as a dentist, the narrator must be that dentist.
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.
How do the Pennsylvania rules apply to search ads, social video and reviews?
Section 33.203 covers advertising "in any medium", so search ads, social posts and video count. The hardest rule online is the named-dentist requirement: each ad must contain at least one dentist's name. Short ad formats make that difficult, so plan ad assets with the dentist's name built in from the start.
Paid search
We found no Board guidance on whether a landing page can satisfy the named-dentist rule for a short search ad. The conservative approach is to include the dentist's name in a headline, description or asset in every ad. The same applies to fee ads: if an ad shows a price, include the minimum-fee disclosure where required and an end date, in the ad itself.
Social video and reels
Section 33.203(j) is written for radio and TV: a narrator presented as a dentist must be that dentist. Apply the same standard to social video as the conservative reading. Do not use actors in scrubs who appear to be the practice dentist. Patient stories must not create an unjustified expectation about results, so avoid "your smile will look like this" framing and add a plain results note.
Reviews and comparisons
Pennsylvania bars comparisons with other dentists unless they can be factually substantiated. "Rated higher than any dentist in Pittsburgh" needs proof, and review averages change daily. State verifiable facts instead, such as years in practice or services offered.
Multi-office groups
Groups with several Pennsylvania offices should keep one register of fictitious names, responsible dentists and staffing changes. Section 33.202 requires changes to be reported within 10 days, and stale profiles often still show departed dentists. A dentist who has left may stay in the name for up to 1 year only.
What should a Pennsylvania dental practice check before an ad goes live?
Check every website page, paid ad, profile and social post against the list below. In Pennsylvania, the named-dentist rule and the 60-day fee hold need the most planning, especially with rotating digital offers.
| Channel | Check | Basis |
|---|---|---|
| Every ad | At least one dentist named, using the renewal-certificate name | § 33.203(c) |
| Trade-name ads | Dentist name and D.D.S./D.M.D. at least as large as the trade name | § 33.202(d) |
| Website service pages | General-dentist disclosure on specialty-named services; no "specialize in" for TMJ or implants | § 33.203(d)(4)-(5) |
| Fee and free-service ads | Minimum-fee disclosure equally prominent; 60-day hold or a stated end date | § 33.203(e)-(g) |
| Comparisons | Any "better than other dentists" claim factually substantiated, or removed | § 33.203(b)(3) |
| Before-and-after and reviews | No unjustified expectations about results; real reviews only | § 33.203(b)(2); 16 CFR Part 465 |
| Google Business Profile | Registered name used; specialty words disclosed; no "clinic" or "institute" unless eligible | § 33.202 |
| Video and broadcast | Recording kept 1 year; narrator presented as a dentist is that dentist | § 33.203(i)-(j) |
Pennsylvania's rules do not address testimonials by name, as far as we found. Patient stories still must not create unjustified expectations, and the FTC rule on reviews and testimonials applies nationwide. Patient photos also raise HIPAA authorization issues, covered in our HIPAA dental advertising guide.
How does Ichelon Consulting US help Pennsylvania dental practices?
We build Chapter 33 into the work. That means named-dentist and trade-name checks on every ad, general-dentist disclosures on specialty-named pages, offer calendars that track the 60-day fee hold, and a recording archive for video ads.
We sign a Business Associate Agreement (BAA) with every US client and keep booking and intake tracking HIPAA-safe. Engagements are Goals-Driven: monthly goals agreed with you, tracked live on Ichelon Agency OS, with a report every Monday. Retainers start from $499/month, custom-scoped.
Learn how our dental marketing agency for US practices works, compare the Illinois dental advertising rules or the Virginia Board of Dentistry advertising guide, or book a call with our US team. We are not lawyers and will flag uncertain items for your counsel.
Related pages from the US team
Dental Marketing Agency USA
How Ichelon Consulting US runs Goals-Driven marketing for dental practices and groups.
Virginia Board of Dentistry advertising rules
A second state's dental advertising rules, useful for multi-state groups comparing requirements.
HIPAA dental advertising compliance guide
Patient photos, testimonials and tracking: the federal privacy layer that sits on top of state rules.
Illinois dental advertising rules
Specialty licenses, required disclaimers and the 3-year ad archive in Illinois.
Every practice welcome — Goals-Driven engagements from $499/mo
We benchmark your last 90 days, agree monthly goals with you, and track them live on Ichelon Agency OS with a report every Monday. Performance-Linked Payout Models are available. Our US leadership is based in Dallas, and strategy calls run in US business hours.
Common questions
Does every Pennsylvania dental ad need a dentist's name?
Yes. Under 49 Pa. Code § 33.203(c), a dental ad in any medium must name at least one dentist whose services are advertised, using the name on the current biennial renewal certificate. Each named dentist assumes responsibility for the ad. Trade-name ads must also show the dentist's name and degree at least as large as the trade name.
How long must a Pennsylvania dentist honor an advertised price?
At least 60 days after the ad last runs, unless the ad conspicuously stated a shorter period. During that time the dentist cannot raise the advertised fee or charge for services advertised as free. If a patient accepts a treatment plan within the window, the advertised terms hold even if treatment happens later.
Can a general dentist in Pennsylvania advertise orthodontics?
Yes, with a disclosure. Under 49 Pa. Code § 33.203(d)(4), a non-specialist who uses a term designating a recognized specialty, such as orthodontics or prosthodontics, must conspicuously disclose that services are provided by a general dentist. Descriptive terms such as crown and bridge work or extractions do not need the disclosure.
Can a Pennsylvania dentist say they specialize in implants or TMJ?
No. Section 33.203(d)(5) bars any dentist, general or specialist, from implying that a nonspecialty area has specialty status. A practice cannot say it specializes in implantology or TMJ disorders. It may announce services in those areas, or a practice limited to placing dental implants or treating TMJ disorders.
Can a Pennsylvania dental practice call itself a clinic or institute?
Usually not. Under 49 Pa. Code § 33.202, a fictitious name may include "clinic" only for a public or quasi-public facility as defined in § 33.1, and "institute" only for an educational or research facility. Fictitious names must also be registered with the State Board of Dentistry and must not misrepresent how many dentists practice there.
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.
Do your Pennsylvania ads name the right dentist and hold their prices?
A 30-minute call with the US team. We sign a Business Associate Agreement (BAA) with every US client, agree monthly goals with you and report every Monday. Retainers start from $499/month, custom-scoped. We will check your trade name, specialty disclosures, fee offers and ad records and tell you what to fix first.