We've established a closer working relationship with the General Dental Council (GDC), so that they can refer misleading ads to us in a more efficient and effective way.

Although complaint numbers about the dental sector are low, this process will to help us better identify and tackle any problems in dental adverts and to improve how we work at an operational level, for the benefit of consumers and business.

We will accept complains from the GDC in the following instances:

1: Where the GDC identifies potentially problematic marketing material; the GDC’s illegal practice team will direct enquiries to the ASA complaints inbox.

2: Where a member of the public raises a complaint with the GDC in relation to marketing material, the GDC’s illegal practice team will usually refer them to the ASA complaints form or, where the complaint is anonymous, the GDC will act as an intermediary.

3: Where a complaint about marketing material relates to a competitor of the complainant, the GDC will direct complainants to the ASA’s enhanced procedure.

We’re committed to getting our teeth stuck in to ensure that all ads are responsible and accurate, and this forms part of our new strategy approach to have more impact and be more pro-active.

ASA Director of Communications, Lynsay Taffe said:

"We should all be able to trust the adverts we see and hear. Misleading or irresponsible advertising is potentially harmful to consumers and is unfair to those businesses that play by the rules. The GDC referral process will help us identify and tackle problems in dentistry adverts."


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