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The American Dental Association (ADA) welcomes advertising on as an important means of keeping the dentist informed of new and better products and services. Advertising on as well as mobile, social and other digital platforms must follow ADA guidelines. Such advertising must be factual, dignified, and tasteful and intended to provide useful product and service information. The acceptance of an ad on or other applications is not to be construed as an endorsement or approval by the ADA or of the product or service being offered in the ad unless the ad specifically includes an authorized statement that such approval or endorsement has been granted. The fact that an ad for a product, service or company has appeared on will not be referred to in collateral advertising. The ADA reserves the right to accept or reject advertising at its sole discretion for any product or service submitted for advertising on

Center for Professional Success ( maintains a distinct separation between advertising content and editorial content. Advertising content on the website is clearly labeled as an advertisement. Sponsored areas of the site are labeled as such, and the sponsoring organizations are identified.

General Requirements ΜΆ ADA Advertising Standards

  1. All advertisements submitted for display on are subject to review.
  2. The ADA reserves the right to reject, cancel or remove at any time any advertisement from for any reason. In such a case, the ADA will provide prompt notice to the advertiser, together with an explanation. The ADA also reserves the right to determine the appropriate placement of the advertisement on the website and retains final approval of all sponsor and product messages, banners and advertising copy that are directly linked or adjacent to the content.
  3. Advertisements must not be deceptive or misleading. All claims of fact must be fully supported and meaningful in terms of performance or any other benefit. The ADA reserves the right to request additional information as needed.
  4. Products that are in the ADA Seal program must also satisfy all requirements of the Council on Scientific Affairs, in addition to these standards governing eligibility for advertising on Further information on the evaluation programs of the Council on Scientific Affairs is available by contacting the council office at 312.440.2734.
  5. Advertisements will not be accepted if they conflict with or appear to violate ADA policy, the ADA Principles of Ethics and Code of Professional Conduct or its Constitution and Bylaws, or if the advertisements are deemed offensive in either text or artwork, or contain attacks of a personal, racial or religious nature. The ADA reserves the right to decline advertising for any product involved with a government agency challenge or denial of product marketing, and for any technique or product that is the subject of an unfavorable or cautionary report by an agency of the ADA.
  6. By submitting advertising copy, advertisers certify that such copy and the advertised product(s) are in accord with applicable government laws and regulations such as equal opportunity laws and regulations covering new drug applications and prescription drug advertising. For example, products that require approval by the U.S. Food and Drug Administration for marketing must receive this approval before being eligible and must include “full disclosure” when required. It is the responsibility of the advertiser to conform to regulations of the FDA and all legal requirements for the content of claims made for products. Acceptance of advertising on is not to be construed as a guarantee that the manufacturer has complied with such laws and regulations.
  7. Complete scientific and technical data, whether published or unpublished, concerning product safety, operation and usefulness may be required.
  8. The advertisement may cite, in footnotes, references from dental and other scientific literature provided the reference is truthful and is a fair and accurate representation of the body of literature supporting the claim made.
  9. Products, services and advertising formats that are prohibited on include:
    • Alcoholic beverages
    • Tobacco products and use of any kind
    • Firearms, weapons, ammunition or fireworks
    • Dental care services (by individuals or group/corporate practices)
    • Soft drinks, sports drinks, and sugar sweetened beverages
    • High carciogenic or low nutritional foods
    • Legal services (including malpractice)
    • Pornography or related themes
    • Gambling and lottery
    • Political ads
    • Social cause ads
    • Religious ads
    • The simulation of news or an emergency
    • Unsubstantiated "miracle" weight loss or other miracle claims of cure
    • Illegal, fraudulent, or 'objectionable' products (ADA reserves the right to determine what is 'objectionable')
    • Comparative advertising that includes false, defamatory, inflammatory statements about another manufacturer or its product(s)
    • Pop-ups and floating ads or surveys, ads that extend beyond the defined advertising space, messages or imagery that strobe, or ads that mimic computer functions that would be reasonable to the average user to assume as a reason to click the unit.
  10. Books and electronic media are eligible for advertising but a sample may be required in advance for review.
  11. An advertisement for an educational course is eligible if it is offered by a provider that is recognized by the ADA Continuing Education Recognition Program (ADA CERP) or conducted under the auspices of the following organizations: an ADA constituent or component dental society, an ADA-recognized dental specialty certifying board or sponsoring organization; an accredited dental or medical school; or any organization specifically referred to in the Bylaws of the ADA; and educational courses offered by providers recognized by the Academy of General Dentistry Program Approval for Continuing Education (AGD PACE). The eligibility of an advertisement for a course conducted by or under the auspices of an organization or commercial entity other than the aforementioned will be determined on a case-by-case basis.
  12. Advertisers and agencies cannot collect any personally identifiable information from visitors or place any cookies, applets or other such files - if those files transmit any personally identifiable information to the advertisers or agencies - on computers of visitors who do not visit advertisers' sites by clicking on their ad banners.
  13. The advertiser and the product or service being offered should be clearly identified in the advertisement. In the case of drug advertisements, the full generic name of each active ingredient will appear.
  14. Advertising that simulates editorial content must be clearly identified as advertising. The word “advertisement” must be displayed prominently.
  15. Guarantees may be used in advertisements provided the statements that are “guaranteed” are truthful and can be substantiated. However, no guarantee should be used without disclosing its conditions and limitations. When space or time restrictions preclude such disclosures, the advertisement must clearly reveal where the full text of the guarantee can be examined before purchase.

Advertisements must not quote the names, statements or writings of any individual, public official, government agency, testing group or other organization without their express written consent. Guidelines for the use of testimonials are available upon request.

These requirements are intended to provide general guidance. They are not inclusive or exhaustive and are subject to change at the discretion of the ADA at any time.

Criteria for Substantiation of Comparative Claims

The following Criteria for Substantiation of Comparative Claims provide guidance to advertisers on what constitutes “adequate substantiation.” The ultimate test is whether the claim, when viewed in the context of the advertisement as a whole, is false or materially misleading. Comparative advertisements may include the use of a competitor’s name and the description of a comparable product or service, including price, if the comparison is made in a manner that is not false or misleading. Companies can utilize the type of outcome analyses contained in the ADA Guidelines for Determination of Efficacy in Product Development (1999), but can also use other types of analyses that are acceptable to the ADA to support comparative claims.

  1. Comparative claims relating to clinical safety or efficacy (e.g., caries reduction, gingivitis reduction, soft tissue irritation, etc.), should be supported by results from at least one well-designed clinical study that directly compares the products. Additional studies may be required.
  2. Comparative claims relating to attributes that imply clinical efficacy (e.g., increased fluoride uptake, increased compressive strength, increased retention of a plaque germ-killing ingredient, etc.) should be supported by results from at least one well-designed in vitro study that directly compares the products. Additional studies may be required. The claims should be footnoted with the statement, “Clinical benefit has not been established.”
  3. Clinical studies should follow accepted principles of good study design (e.g., independent, blinded if appropriate, adequately powered, well-controlled [should normally include a negative control, if ethical, to validate the study], randomized, prospective, etc.), and study subjects should be representative of the population for whom the product is intended.
  4. Indexes used to measure various clinical outcomes (e.g., gingival indexes, plaque indexes, etc.) should be reliable and reproducible, and should have been published in a peer-reviewed journal.
  5. All available studies comparing the products or formulations in question should be submitted on request.
  6. If other comparative studies give conflicting results, advertising claims will not be accepted unless they reflect these results.
  7. Results should be both statistically analyzed and shown to be clinically meaningful.
  8. Studies should analyze and compare the change in the measured parameter for the test product vs. the change in that parameter for the compared product.

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