Standards of Practice: Round 4 Consultation is open until August 16!

Provide your feedback now.

Advertising and Representation of Services Consultation: Public

This consultation page is intended for members of the public to provide feedback.

To see the list of currently open consultations, return to the main Standards of Practice Consultation Page.

This feedback form will be open until 9 am on Tuesday, August 16. Feedback will be used to shape and revise the draft Standards of Practice and Code of Ethics.

Privacy and Reporting

All questions below are optional. Any feedback entered in the form will remain anonymous unless you choose to provide identifying information. Responses will be reported to the College using an aggregate form. Any e-mail addresses collected for the purpose of future notifications will be separated from reporting of the consultation feedback.

Feedback may not be considered for review if it:

  • is unrelated to the Standard or Principle under consultation;
  • contains identifying information that may identify a third party;
  • is abusive, obscene, threatening, or otherwise inappropriate.

To help us gauge the breadth of diversity of those responding, the feedback form includes optional demographic questions.

Tips for Providing Feedback

  • Use an up-to-date web browser.
  • Before you begin providing feedback, review the Standard of Practice and take note of any questions, comments, or concerns you may have.
  • Be specific and provide as much detail and context to your feedback as possible. There are no word limits on the response boxes. 
  • If you begin the feedback form and are unable to complete it in the same session, your responses will not be saved.
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Advertising and Representation of Services Draft Standard of Practice

Click to view the Advertising and Representation of Services draft Standard of Practice in PDF form.

Standard Statement

The dental hygienist ensures all advertising is clear, truthful, accurate, and verifiable and does not mislead or misinform the public.

Performance Expectations

The dental hygienist must…

1. Ensure that advertising:
  a) Is verifiable and accurately reflects current, best-available evidence from reliable sources;
  b) Contains complete information, is truthful, and does not mislead or deceive the public;
  c) Refrains from methods that may create unreasonable expectations for the public (e.g., guarantees, warranties, or unsubstantiated claims about results);
  d) Does not contain comparative, discrediting, or disparaging statements about other health care professionals or their services, fees, clinics, or products;
  e) Informs the public without creating unnecessary demand for dental hygiene services;
  f) Does not include endorsements or testimonials regarding the dental hygienist or their services;
  g) Does not take advantage of client insecurities;
  h) Does not harm the integrity of the dental hygiene profession.
2. Represent their professional title, authorized restricted activities, academic credentials, certifications, experience, knowledge, and skills:
  a) Truthfully;
  b) Without using the term “specialist;”
  c) Only within the scope of dental hygiene practice;
  d) In accordance with legislation, standards, ethical principles, and guidelines.
3. Decline to participate in advertising that offers any inducement to a client to receive a dental hygiene service, including but not limited to:
  a) Time-limited prices;
  b) Discount coupons, gift certificates, or prizes for a service.
4. Refrain from:
  a) Advertising for products or services outside the practice of dental hygiene while:
      i. Referencing their dental hygiene education or training; or
      ii. representing themselves as a dental hygienist or a regulated member of the College.
  b) Using their professional title to endorse any product or service for financial gain unless the dental hygienist:
      i. Discloses any benefit received from the endorsement; and
      ii. takes an evidence-informed approach in the decision to endorse the product or service.
5. Ensure that advertisements of the dental hygienist’s fees:
  a) sufficiently describe the fees and services to meet the expectations of truth, accuracy, and clarity to the intended audience; and
  b) reference a consistent fee schedule regardless of the client’s insurance coverage.
6. Ensure that all advertising is in compliance with legislation, standards, and ethical principles, and is consistent with the College’s advertising guidelines.*

*Note: advertising guidelines are still in development at this time.

Client Expectation

The client can expect that advertising by or about the dental hygienist is accurate, assists them in making informed choices, and does not pressure them in their dental hygiene care decisions.


Advertisement/advertising: any communication made orally, in print, through electronic media or via the internet (including websites and social media), by, about or on behalf of a dental hygienist, to the public where its substantial purpose is to promote the dental hygienist, the dental hygienist’s services, or the dental hygiene clinic with which the dental hygienist is associated. (CPSBC)

Dental hygiene services: Dental hygiene services include the assessment, diagnosis, and treatment of oral health conditions through therapeutic, educational, and preventive dental hygiene procedures and strategies that promote wellness. These procedures and strategies include restricted activities authorized by the Alberta Dental Hygienists Profession Regulation. Dental hygiene services are provided to individual clients or communities by dental hygienists in their roles as clinicians, educators, researchers, administrators, health promoters, and consultants

Evidence-informed: A formalized process that involves identifying, searching for, and interpreting the results of the best available evidence to inform decision-making processes.

Reliable sources: For example, scholarly peer-reviewed journals, systematic reviews, clinical and best practice guidelines

Unnecessary demand: Encouraging the client or potential client to access care at an inappropriate time that is inconsistent with the client’s needs, interests, or goals.

Advertising and Representation of Services Feedback Form

Demographic Questions

Standard of Practice Feedback

Client Expectation: The client can expect that they will be treated respectfully and that their input will be sought, valued, acknowledged, and integrated into all aspects of dental hygiene care.