What the code covers
The code addresses communications with the public generally rather than websites specifically, which is why practices often miss that it applies. Your homepage, treatment pages, Google Business Profile description and social posts are all advertising.
The recurring themes are accuracy, substantiation and not creating unjustified expectations about outcomes. A claim that a treatment is painless, permanent or guaranteed invites exactly that problem.
The three that catch practices out
Testimonials — permitted, but only from genuine patients of the practice describing treatment actually received.
Before and after imagery — permitted, but it must be clear where the patient was not treated at the advertising practice.
Outcome claims — anything implying a guaranteed result is the highest-risk phrasing on a dental site, and it is also the phrasing marketing agencies most often supply.
ASAI applies on top
The Advertising Standards Authority for Ireland's code applies to dental advertising as it does to any other sector. Its central requirement — that claims be legal, decent, honest, truthful and substantiable — overlaps heavily with the Dental Council's position.
Where the two differ, comply with the stricter of the two.
Why this matters commercially, not just legally
The elements at risk here — testimonials, before/afters, outcome claims — are precisely the elements that convert. Removing them wholesale out of caution costs enquiries; leaving them unchecked risks a complaint.
The workable position is to keep them and document them: consent on file, treatment records available, claims you could evidence if asked.
Questions
Where can I read the Dental Council code?
The Dental Council of Ireland publishes its codes of practice on its own website. Read the current version directly rather than relying on a summary — including this one.
Do these rules apply to my marketing agency's copy?
The obligation sits with the registered dentist, not the agency. If an agency writes a non-compliant claim onto your site, it is still your name on the complaint.
Are UK dental advertising rules the same?
No. The UK's GDC and CAP Code prohibit patient testimonials in dental advertising outright, which Ireland does not. Do not apply UK guidance to an Irish site or vice versa.