that is being made is in the nature of a public service . A dentist is allowed to pay for any advertising permitted by the Code , but is generally not permitted to make payments to another person or entity for the referral of a patient for professional services . While the particular facts and circumstances relating to an individual commercial referral service will vary , the council believes that the aspects outlined above for commercial referral services violate the Code in that it constitutes advertising which is false or misleading in a material respect and violates the prohibitions in the Code against fee splitting . 3
5 . F . 5 . INFECTIOUS DISEASE TEST RESULTS . An advertisement or other communication intended to solicit patients which omits a material fact or facts necessary to put the information conveyed in the advertisement in a proper context can be misleading in a material respect . A dental practice should not seek to attract patients on the basis of partial truths which create a false impression . 3
For example , an advertisement to the public of HIV negative test results , without conveying additional information that will clarify the scientific significance of this fact contains a misleading omission . A dentist could satisfy their obligation under this advisory opinion to convey additional information by clearly stating in the advertisement or other communication : “ This negative HIV test cannot guarantee that I am currently free of HIV .”
5 . F . 6 . WEBSITES AND SEARCH ENGINE OPTIMIZATION . Many dentists employ an Internet web site to announce their practices , introduce viewers to the professionals and staff in the office , describe practice philosophies and impart oral health care information to the public . Dentists may use services to increase the visibility of their web sites when consumers perform searches for dentally-related content . This technique is generally known as “ search engine optimization ” or “ SEO .” Dentists have an ethical obligation to ensure that their web sites , like their other professional announcements , are truthful and do not present information in a manner that is false and misleading in a material respect . 3 Also , any SEO techniques used in connection with a dentist ’ s web site should comport with the ADA Principles of Ethics and Code of Professional Conduct .
5 . G . NAME OF PRACTICE . Since the name under which a dentist conducts their practice may be a factor in the selection process of the patient , the use of a trade name or an assumed name that is false or misleading in any material respect is unethical . Use of the name of a dentist no longer actively associated with the practice may be continued for a period not to exceed one year . 3
ADVISORY OPINION
5 . G . 1 . DENTIST LEAVING PRACTICE . Dentists leaving a practice who authorize continued use of their names should receive competent advice on the legal implications of this action . With permission of a departing dentist , his or her name may be used for more than one year , if , after the one year grace period has expired , prominent notice is provided to the public through such mediums as a sign at the office and a short statement on stationery and business cards that the departing dentist has retired from the practice .
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