Decision Summary – Alberta Dental Association and College Hearing Tribunal

On October 12, 2021, a Hearing Tribunal of the Alberta Dental Association and College found that a regulated member was guilty of unprofessional conduct and imposed sanctions. The Hearing Tribunal is an independent panel made up of two members of the public, appointed by the Government of Alberta, and two dentists registered in the province. The Tribunal determined that the member’s advertising and promotional materials referred to education and courses beyond a DDS or DMD degree, included claims that were not objectively verifiable, and may have created unreasonable expectations for patients or prospective patients. The materials were found to be potentially misleading or misinforming to the public, and included a trade name that implied specialization or had not been approved by the Alberta Dental Association and College. This decision reinforces the importance of adhering to the profession’s Code of Ethics and the Health Professions Act, which exist to protect the public and ensure transparency in healthcare advertising. Dental professionals are expected to ensure that all promotional content is accurate, verifiable, and does not mislead the public.