percentage or portion of the revenue collected as payment for the coupon marketing service provided to the dentist and remit to the dentist the remainder of the amount collected .
Dentists should also be aware that the laws or regulations in their jurisdictions may contain provisions that impact the division of revenue collected from prospective patients between a dentist and a third party to pay for advertising or marketing services .
Section 5 PRINCIPLE : VERACITY (“ truthfulness ”). The dentist has a duty to communicate truthfully .
This principle expresses the concept that professionals have a duty to be honest and trustworthy in their dealings with people . Under this principle , the dentist ’ s primary obligations include respecting the position of trust inherent in the dentistpatient relationship , communicating truthfully and without deception , and maintaining intellectual integrity .
CODE OF PROFESSIONAL CONDUCT
5 . A . REPRESENTATION OF CARE . Dentists shall not represent the care being rendered to their patients in a false or misleading manner .
ADVISORY OPINIONS
5 . A . 1 . DENTAL AMALGAM AND OTHER RESTORATIVE MATERIALS . Based on current scientific data , the ADA has determined that the removal of amalgam restorations from the non-allergic patient for the alleged purpose of removing toxic substances from the body , when such treatment is performed solely at the recommendation of the dentist , is improper and unethical . The same principle of veracity applies to the dentist ’ s recommendation concerning the removal of any dental restorative material .
5 . A . 2 . UNSUBSTANTIATED REPRESENTATIONS . A dentist who represents that dental treatment or diagnostic techniques recommended or performed by the dentist has the capacity to diagnose , cure or alleviate diseases , infections or other conditions , when such representations are not based upon accepted scientific knowledge or research , is acting unethically .
5 . B . REPRESENTATION OF FEES . Dentists shall not represent the fees being charged for providing care in a false or misleading manner .
ADVISORY OPINIONS
5 . B . 1 . WAIVER OF COPAYMENT . A dentist who accepts a third party 1 payment under a copayment plan as payment in full without disclosing to the third party 1 that the patient ’ s payment portion will not be collected , is engaged in overbilling . The essence of this ethical impropriety is deception and misrepresentation ; an overbilling dentist makes it appear to the third party 1 that the charge to the patient for services rendered is higher than it actually is .
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