4 . D . Expert Testimony ..................................................................................... 10 ADVISORY OPINION 4 . D . 1 . Contingent Fees ............................................................................... 10
4 . E . Rebates and Split Fees ............................................................................... 10 ADVISORY OPINION 4 . E . 1 . Split Fees in Advertising and Marketing Services ................................... 10
SECTION 5 – PRINCIPLE : VERACITY (“ truthfulness ”)................................................. 11 Code of Professional Conduct 5 . A . Representation of Care .............................................................................. 11 ADVISORY OPINIONS 5 . A . 1 . Dental Amalgam and Other Restorative Materials ................................. 11 5 . A . 2 . Unsubstantiated Representations ....................................................... 11
5 . B . Representation of Fees .............................................................................. 11 ADVISORY OPINIONS 5 . B . 1 . Waiver of Copayment ....................................................................... 11 5 . B . 2 . Overbilling ...................................................................................... 12 5 . B . 3 . Fee Differential ............................................................................... 12 5 . B . 4 . Treatment Dates .............................................................................. 12 5 . B . 5 . Dental Procedures ............................................................................ 12 5 . B . 6 . Unnecessary Services ....................................................................... 12 5 . C . Disclosure of Conflict of Interest ................................................................. 12 5 . D . Devices and Therapeutic Methods ............................................................... 12 ADVISORY OPINIONS 5 . D . 1 . Reporting Adverse Reactions ............................................................. 12 5 . D . 2 . Marketing or Sale of Products or Procedures ....................................... 13 5 . E . Professional Announcement ....................................................................... 13 5 . F . Advertising ............................................................................................... 13 ADVISORY OPINIONS 5 . F . 1 . Published Communications ................................................................. 13 5 . F . 2 . Examples of “ False or Misleading ”....................................................... 13 5 . F . 3 . Unearned , Nonhealth Degrees ............................................................ 14 5 . F . 4 . Referral Services .............................................................................. 14 5 . F . 5 . Infectious Disease Test Results .......................................................... 15 5 . F . 6 . Websites and Search Engine Optimization ........................................... 15
5 . G . Name of Practice ...................................................................................... 15 ADVISORY OPINION 5 . G . 1 . Dentist Leaving Practice .................................................................... -15
5 . H . Announcement of Specialization and Limitation of Practice ............................. -16 ADVISORY OPINIONS 5 . H . 1 . Dual Degreed Dentists ...................................................................... -16 5 . H . 2 . Specialist Announcement of Credentials In Non-Specialty Interest Areas .... 16
5 . I . General Practitioner Announcement of Services ............................................ -17 ADVISORY OPINIONS 5 . I . 1 . General Practitioner Announcement of Credentials
In Interest Areas In General Dentistry .................................................. 17 5 . I . 2 . Credentials In General Dentistry ......................................................... 17
NOTES ........................................................................................................... 18 IV . INTERPRETATION AND APPLICATION ............................................................. 18
CEBJA STANDARDS AND WHITE PAPERS ......................................................... 19 V . INDEX ........................................................................................................... 21