On 4 May 2017 the Court of Justice of the European Union ("CJEU") decided in the case of the Belgian dentist Luc Vanderborght (C-339/15) who advertised his services on his website in spite of Belgian legislation prohibiting any advertising relating to the provision of oral and dental care services. In criminal proceedings following a complaint of the dentists' professional association Mr Vanderborght maintained that the Belgian rules are contrary to EU law. The CJEU decided that, although the content and form of the advertisements may legitimately be subject to professional rules, a general and absolute prohibition of any type of online advertising aimed at promoting the activity of a dentist is contrary to the E-commerce Directive (2000/31/EC). The Belgian prohibition also constitutes a restriction on the freedom to provide services as it restricts the possibility for service providers to promote themselves and their services. Less restrictive measures aimed at the protection and the dignity of the profession of dentistry may however be allowed. This means that aggressive marketing campaigns can be restricted but not by means of outright bans.