The Dental Council has approved a Code of Practice on Advertising, which informs oral health practitioners of the standards of practice that are required of them when advertising oral health services.

Among other things, the Code confirms that oral health practitioners are responsible for the form and content of the advertising of health-related services and products associated with their practice, and must not delegate this responsibility to others. The Code will take effect from 1 November 2013: "Thistimeframe is to enable oral health practitioners the opportunity to make any necessary amendments to their advertising to ensure that it is compliant with the Code".