Virginia Board of Dentistry advertising rules: a practical guide for dental practices
Dental advertising is some of the most competitive in local healthcare: new-patient specials, implant campaigns, smile makeovers, "kids' dentist" searches. In Virginia, all of it sits under the Board of Dentistry. Three of our live clients are Virginia dental practices, and this is the guidance we work to with them.
- Dental advertising in Virginia is overseen by the Virginia Board of Dentistry, part of the Virginia Department of Health Professions.
- Advertising must be truthful and not misleading; the Board's regulations (18VAC60) include specific advertising provisions.
- Highest-risk areas: specialty claims (especially "pediatric dentist" and "orthodontist"), free or discounted offers, before-and-after photos and reviews.
- The Virginia Consumer Protection Act and the FTC Act apply alongside the Board's rules.
- If you accept Medicaid and FAMIS dental coverage (Smiles For Children), say so clearly.
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Who regulates dental advertising in Virginia
The Virginia Board of Dentistry licenses dentists and dental hygienists in Virginia and sets the standards they practise under. Like the Board of Medicine, it is one of the health regulatory boards within the Virginia Department of Health Professions, which receives and investigates complaints.
Advertising matters to the Board because it is part of professional conduct. A misleading ad can lead to a complaint, and the Board can act against the dentist responsible, whoever designed the ad. Your agency's mistake is still your licence.
Alongside the Board, the Virginia Consumer Protection Act prohibits deceptive practices in consumer transactions, and the FTC Act requires advertising to be truthful and supported by evidence. The FTC's Endorsement Guides and its rule against fake and bought reviews apply to dental practices exactly as they apply to any other business.
Where the rules live
| Source | What it is |
|---|---|
| Code of Virginia, Title 54.1, Chapter 27 | The statute governing dentistry, including the Board's powers and the grounds for discipline. |
| Virginia Administrative Code, 18VAC60 | The Board of Dentistry's regulations, including its advertising provisions. |
| Board guidance documents | Published on the Board's website and useful for understanding how rules are applied. |
| Virginia Consumer Protection Act | State law on deceptive consumer practices, enforced by the Attorney General. |
| FTC rules and guides | Federal truth-in-advertising law, the Endorsement Guides and the rule on consumer reviews and testimonials. |
Specialty claims: the biggest risk for dental practices
Dentistry has a defined set of recognized specialties, including pediatric dentistry, orthodontics, periodontics, endodontics, prosthodontics and oral and maxillofacial surgery. Each requires training beyond dental school. Patients, and especially parents, often assume that "specialist" words mean that training.
That creates a common trap. A general dentist who treats children, places implants or offers clear aligners may want to rank for "pediatric dentist", "implant specialist" or "orthodontist". Using those words to describe themselves can mislead patients and is exactly the kind of claim a board scrutinizes.
What you can usually say instead
- "Family dentistry, and we welcome children of all ages" rather than "pediatric dentist".
- "We place and restore dental implants" rather than "implant specialist".
- "Clear aligner treatment" rather than "orthodontist".
You can still build pages that answer searches like "kids' dentist Roanoke" or "dental implants Christiansburg". What matters is that the page describes accurately who provides the care and what their training is. Check the Board's current rules on specialty claims and any disclosure it requires from general dentists who advertise specialty services.
Fees, offers and insurance
New-patient specials, "free consultation" and implant pricing are staples of dental marketing. They are also where vague wording turns into a complaint.
- Say exactly what is included. "New-patient exam, X-rays and cleaning" is clear. "Free first visit" invites a dispute when a deep cleaning is recommended.
- State the conditions. Expiry dates, insurance exclusions and "cash patients only" terms belong in the ad, not only on the landing page.
- Be careful with "starting at" prices. A starting price must be one real patients can actually get.
- Check insurance implications. Discounts offered to cash patients can raise questions under payer contracts. Confirm with your billing team or counsel.
- Check the Board's disclosure rules. Virginia's dental regulations address advertising of fees and discounted or free services; read the current provisions before running an offer.
Insurance lists deserve the same care as prices. "In-network with" should list only current contracts. Many patients choose a dentist from their plan first, so an out-of-date list costs you trust and creates billing problems.
Before-and-after photos, testimonials and reviews
Before-and-after photos
Cosmetic and implant cases sell on photos, and photos are easy to make misleading. Use your own patients' cases, treated at your practice, with written permission. Keep lighting, angle and framing consistent between the before and the after, do not retouch the teeth, and do not present an exceptional case as typical.
Testimonials
A testimonial is a patient's genuine experience, used with their written permission (a HIPAA authorization where you are a covered entity). If you gave the patient anything in return, such as a discount or gift card, disclose it. If a result is not typical, say so.
Reviews
Ask every patient for a review the same way, and never offer incentives. Do not write reviews for your own practice or ask staff to. When you reply, never confirm that the reviewer is a patient or discuss their treatment, even to correct a negative review. A short, general reply inviting them to call the office is the safe pattern.
Medicaid and FAMIS messaging
Virginia's dental program for members of Medicaid and FAMIS is called Smiles For Children, and it is administered through the Department of Medical Assistance Services. Virginia Medicaid has also covered comprehensive dental care for adults since 2021.
Many practices do not accept Medicaid, and many that do never say so clearly. Families covered by it search very specifically, with searches like "dentist that accepts Medicaid" plus their town. A practice that answers clearly is easy to find.
Our work with Mill Mountain Dentistry by Opulent Dental in Roanoke centres on making exactly this information unmistakable, for both patients and search engines.
From a compliance point of view, keep it accurate: say which programs you accept, whether you are taking new Medicaid patients, and for which ages. If you stop accepting a program, update your website and every Google Business Profile the same week.
The Virginia dental advertising checklist
- Every dentist's name, degree and training is accurate, and specialty words are used only by credentialed specialists.
- General dentists describe specialty-type services without calling themselves specialists.
- Offers state what is included, what is not, the conditions and the end date.
- "Starting at" prices are real, and insurance lists are current.
- Before-and-after images are your own patients, unretouched, consistent and used with written permission.
- Testimonials are genuine and permitted, with incentives disclosed and atypical results flagged.
- No incentivised, fake or staff-written reviews; replies never confirm a patient relationship.
- Medicaid and FAMIS (Smiles For Children) acceptance is stated clearly and kept current.
- No advertising pixels on booking or patient pages, and a Business Associate Agreement with any vendor handling PHI.
- A dated copy of every ad, with its approval and supporting evidence, is kept on file.
Related Virginia guides: Virginia Board of Medicine advertising checklist · Virginia Consumer Data Protection Act for healthcare marketing · Healthcare marketing in Virginia
Dental marketing in Virginia: Roanoke · Blacksburg · Christiansburg · Richmond · Virginia Beach · HIPAA for dental advertising
Virginia dental advertising: common questions
Who regulates dental advertising in Virginia?
The Virginia Board of Dentistry, one of the health regulatory boards within the Virginia Department of Health Professions. It licenses dentists and dental hygienists and can discipline licensees for unprofessional conduct, which includes false or misleading advertising. The Virginia Consumer Protection Act and federal law, including the FTC Act, also apply.
Where are the Virginia dental advertising rules?
The governing statute is Title 54.1, Chapter 27 of the Code of Virginia. The Board of Dentistry's regulations are in Title 18 of the Virginia Administrative Code (18VAC60), and include provisions on advertising. They are amended from time to time, so check the current text before relying on a specific rule.
Can a general dentist advertise as a "pediatric dentist"?
Be very careful. Pediatric dentistry is a recognized dental specialty requiring additional training. A general dentist who sees children can say so ("we welcome children", "family dentistry"), but calling themselves a pediatric dentist or specialist can mislead parents. Check the Board's current rules on specialty claims before using any specialty term.
Can we advertise that we accept Medicaid?
Yes, if it is true and current. Virginia's Medicaid and FAMIS dental program is Smiles For Children. Families covered by it search specifically for dentists who accept it, and clear, accurate insurance information is both good compliance and good marketing.
Are "free exam" or new-patient special offers allowed?
Offers are common, but they must be clear and complete: what is included, what is not, how long the offer runs, and any conditions. Check the Board's regulations for specific disclosure requirements on free or discounted services before running one, and consider how an offer interacts with insurance billing.
Is this guide legal advice?
No. It is general marketing guidance from a healthcare marketing agency. Check the current regulation text and consult a Virginia healthcare attorney before making decisions about your practice.