Patients choose a dentist based on trust, and social media is where many of them first see a practice. Smile transformations, friendly team posts and helpful advice all work brilliantly, but dental advertising comes with rules from the GDC, the ASA and the law on medicines.
This guide covers what dentists and dental practices need to know before they post, including before and after photos, specialist titles and facial aesthetics. It's general guidance rather than legal advice, so check anything you're unsure about with your indemnity provider.
The short version
Your posts must be accurate, honest and not misleading, and they must not create unrealistic expectations or exploit patients' worries.
On social media, the GDC also expects you to make clear that treatment may not suit everyone and depends on a proper assessment.
Six rules every dental practice should know
Read the GDC advertising guidance, CAP Code section 12 and ASA guidance on Botox advertising. Cosmetic intervention ads must not be directed at under-18s through their media or context.
Be accurate and honest
Claims about results, prices and experience must be true and backed up.
Show your GDC number
Include your GDC number in professional information naming you. Websites must also show your qualification and the country where it was obtained. A bio alone does not replace information required in other publicity.
Mind your titles
Only use specialist titles for the relevant GDC-listed specialty. Dentists not on a specialist list must not imply specialist status, including by saying they are "specialising in" a treatment.
Don't promote Botox
Prescription-only medicines can't be advertised to the public, including on social media.
Results vary
Make it clear treatment isn't right for everyone and depends on an assessment.
Say NHS or private
Be clear whether treatments are offered on the NHS, privately or both.
Before and after photos, done properly
Patient images need particular care. Follow the GDC’s social media and confidentiality guidance (PDF).
Content patients love
Most of your feed should be helpful, friendly and reassuring.
Oral health tips
Brushing, flossing and diet advice for all ages.
Treatment explainers
What happens during a filling, a root canal or a hygiene appointment.
Meet the team
Dentists, hygienists, nurses and receptionists.
Nervous patients
How you help anxious patients feel at ease.
The practice
Your surgery, waiting room and accessibility.
Community
School visits, charity events and local sponsorships.
Reviews
Genuine reviews from patients, shared with permission.
Awareness days
National Smile Month and Mouth Cancer Action Month.
Dental social media dos and don'ts
Do
- Get written consent for every patient photo used in marketing
- Explain suitability and the need for a satisfactory assessment; disclaimers cannot fix a misleading claim
- Show your GDC number in your bio
- Make prices and NHS or private status clear
- Keep images genuine and avoid changes that misrepresent outcomes
- Direct clinical questions to an appointment or your approved secure clinical channel
Don't
- Promote Botox or other prescription-only medicines
- Call yourself a specialist unless you're on a GDC specialist list
- Promise results or use phrases like "perfect smile guaranteed"
- Use filters, retouching or inconsistent images that exaggerate treatment results
- Give clinical advice in public comments
- Compare the skills or qualifications of dental professionals
How 99social works with dental practices
We write posts that follow the guidance, keep claims accurate and add the right wording to treatment posts.
You approve everything first, so nothing goes out without your clinical sign-off. Find out more about our social media management for dentists, or browse our social media post ideas for dentists.
Social media rules for dentists FAQs
Can dentists post before and after photos on social media?
Obtain explicit consent for the specific marketing use and record it in writing. Use genuine, comparable images without misleading alterations. Explain suitability and assessment requirements; consent and a disclaimer do not make exaggerated claims acceptable.
Can dental practices advertise Botox on social media?
No. Botox and other prescription-only medicines cannot be advertised to the public. A consultation advert must not promote the medicine directly or indirectly. Omitting the brand name is not enough; check ASA guidance before publishing.
Do dentists need to include their GDC number on social media?
Include your GDC number in professional information naming you. Websites must also identify your qualification and its country of origin.
Can a dentist call themselves a specialist on social media?
Only use a specialist title for your relevant GDC-listed specialty. Other dentists may accurately describe a special interest or experience without implying specialist status.
Can an agency manage a dental practice's social media?
Yes. An agency can write and design posts that follow the guidance while you approve them first. Our social media management for dentists works this way.
