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TITLE 18. PROFESSIONAL AND OCCUPATIONAL LICENSING
BOARD OF DENTISTRY
REGISTRAR'S NOTICE: The Board of Dentistry is claiming an exemption from the Administrative Process Act in accordance with § 2.2-4006 A 3 of the Code of Virginia, which excludes regulations that consist only of changes in style or form or corrections of technical errors. The Board of Dentistry will receive, consider and respond to petitions by any interested person at any time with respect to reconsideration or revision.
Title of Regulation: 18 VAC 60-20. Regulations Governing the Practice of Dentistry and Dental Hygiene (amending 18 VAC 60-20-180).
Statutory Authority: § 54.1-2400 of the Code of Virginia.
Effective Date: May 2, 2007.
The amendments update two documents incorporated by reference published by the American Dental Association to more current versions of those documents. Specifically, the 1995-2000 edition of "Current Dental Terminology" is updated to the 2007-2008 edition and the 1995 edition of "Requirements for Recognition of Dental Specialties and National Certifying Boards for Dental Specialists" is updated to the 2001 edition.
18 VAC 60-20-180. Advertising.
A. Practice limitation. A general dentist who limits his practice shall state in conjunction with his name that he is a general dentist providing only certain services, e.g., orthodontic services.
B. Fee disclosures. Any statement specifying a fee for a dental service which does not include the cost of all related procedures, services, and products which, to a substantial likelihood, will be necessary for the completion of the advertised services as it would be understood by an ordinarily prudent person shall be deemed to be deceptive or misleading. Where reasonable disclosure of all relevant variables and considerations is made, a statement of a range of fees for specifically described dental services shall not be deemed to be deceptive or misleading.
C. Discounts. Discount offers for a dental service are permissible for advertising only when the nondiscounted or full fee and the final discounted fee are also disclosed in the advertisement. The dentist shall maintain documented evidence to substantiate the discounted fee.
D. Retention of broadcast advertising. A prerecorded copy of all advertisements on radio or television shall be retained for a six-month period following the final appearance of the advertisement. The advertising dentist is responsible for making prerecorded copies of the advertisement available to the board within five days following a request by the board.
E. Routine dental services. Advertising of fees pursuant to subdivision F 3 of this section is limited to procedures which are determined by the board to be routine dental services as set forth in the American Dental Association's "Code on Dental Procedures and Nomenclature," as published in Current Dental Terminology (
Second Edition, 1995-2000 CDT-2007/2008), which is hereby adopted and incorporated by reference.
F. The following practices shall constitute false, deceptive, or misleading advertising within the meaning of § 54.1-2706 (7) of the Code of Virginia:
1. Publishing an advertisement which contains a material misrepresentation or omission of facts;
2. Publishing an advertisement which contains a representation or implication that is likely to cause an ordinarily prudent person to misunderstand or be deceived, or that fails to contain reasonable warnings or disclaimers necessary to make a representation or implication not deceptive;
3. Publishing an advertisement which fails to include the information and disclaimers required by this section;
4. Publishing an advertisement which contains a claim of professional superiority, claims to be a specialist, or uses any of the terms to designate a dental specialty unless he is entitled to such specialty designation under the guidelines or requirements for specialties approved by the American Dental Association (Requirements for Recognition of Dental Specialties and National Certifying Boards for Dental Specialists, October
1995 2001), or such guidelines or requirements as subsequently amended and approved by the dental disciplinary board, or other such organization recognized by the board; and
5. A dentist not currently entitled to such specialty designation shall not represent that his practice is limited to providing services in a specialty area without clearly disclosing in the representation that he is a general dentist. A specialist who represents services in areas other than his specialty is considered to be practicing general dentistry.
G. Signage. Advertisements, including but not limited to signage, containing descriptions of the type of dentistry practiced or a specific geographic locator are permissible so long as the requirements of §§ 54.1-2718 and 54.1-2720 of the Code of Virginia are complied with.
DOCUMENTS INCORPORATED BY REFERENCE
1995 Current Dental Terminology , Second Edition, 1995-2000 2007-2008, Code on Dental Procedures and Nomenclature, American Dental Association.
Requirements for Recognition of Dental Specialties and National Certifying Boards for Dental Specialists, October
1995 2001, American Dental Association.
VA.R. Doc. No. R07-168; Filed March 14, 2007, 10:07 a.m.
Reg2Col.DOT Virginia Register of Regulations April 2, 2007