Private dental group sounds alarm over unethical, misleading ads

A private dental practitioners’ group has raised concerns over the growing use of unethical and misleading advertising by dental clinics.

The Malaysian Private Dental Practitioners’ Association (MPDPA) said some dentists were using questionable marketing tactics and engaging third-party agencies to solicit patients.

“Heavily discounted treatment packages, unrealistic promotional offers and aggressive price-driven advertising raise serious concerns about whether patients are given complete and accurate information before making healthcare decisions,” it said in a statement today.

The group said advertisements promoting exceptionally low fees might not disclose additional charges, treatment package limitations, material specifications or the full cost of completing a procedure.

Patients could be attracted by advertised prices, only to discover that the actual cost was considerably higher, it said.

Crucially, patients risked making treatment decisions based on promotions rather than clinical suitability, treatment quality and long-term outcomes, the association added.

MPDPA also questioned whether appropriate clinical standards could be consistently maintained when clinics compete primarily on price.

Dental procedures require suitable materials, proper sterilisation, sufficient clinical time, professional expertise and ongoing patient care, it said.

The group called for a review of the Malaysian Dental Council’s Guidelines and Provisions for Public Information, issued in July 2022, which cover dental clinics’ use of social media for advertising.

It urged the council to provide clearer and more practical guidance on online promotions, discounted treatment packages, pricing claims, patient testimonials, influencer collaborations and advertising by third-party marketing agencies.

“Clear examples of permitted and prohibited practices would help dental practitioners understand their obligations, reduce ambiguity and support consistent enforcement.

“Revised guidelines must keep pace with changing digital trends while upholding professional ethics, protecting patients from misleading claims and ensuring that commercial interests do not compromise public trust in dental care,” it said.

Subscribe to our newsletter and get news delivered to your mailbox.