Florida Dental Advertising Rules: What the Law Requires and How to Comply

The law treats as an ad any representation meant to attract patients, websites and social media included (§466.019(1), F.S.), and the Board's rule adds that any media exposure counts, paid or not (64B5-4.002(1), F.A.C.). These are the rules that matter most in a dental campaign, each with its citation. All of them were checked at their official source on October 17, 2026.

1. Every ad identifies the responsible dentist

Every ad, in any medium, identifies the Florida-licensed dentist who takes responsibility for it: by license number, or by the name they commonly use together with the full name, address and phone number on file (64B5-4.002(2), F.A.C.). If the ad names the professional, it also states their type of license (§456.072(1)(t), F.S.). D.D.S. and D.M.D. mean the same thing and can be used interchangeably (§466.019(5)).

An ad also can't name someone who neither practices at that location nor owns it; after a practice is sold, the former owner can appear for up to 2 years with their written permission (64B5-4.002(5)).

How we handle it: we put it on websites, ads and posts, using the details your practice has on file.

2. No praise, no comparisons, no promises

A dental ad can't contain false facts, half-truths, praise of the dentist, false or unjustified expectations of good results, quality comparisons with other dental services, or appeal mainly to fear (§466.019(3), F.S.). False or misleading advertising is grounds for discipline (§466.028(1)(d), F.S.).

How we handle it: we tell what you do, how you do it and with what technology, without "the best" or "guaranteed results."

3. "Specialist" only where the law allows it

Only a dentist who completed a specialty program approved by the ADA and the Commission on Dental Accreditation, and who is eligible for an ADA-recognized national board exam or is already a diplomate, can present as a specialist (§466.0282(1), F.S.). Without that credential, a dentist can advertise a practice emphasis only with this notice, in capital letters or otherwise prominent: "(NAME OF ANNOUNCED AREA OF DENTAL PRACTICE) IS NOT RECOGNIZED AS A SPECIALTY AREA BY THE AMERICAN DENTAL ASSOCIATION OR THE FLORIDA BOARD OF DENTISTRY." (§466.0282(3)). And "sleep dentistry" can be advertised only with a valid general anesthesia permit (64B5-4.002(7)).

How we handle it: we check your credentials before we write that word and, when needed, add the disclaimer word for word.

4. Free or discounted offers carry their notice and their dates

Any ad for a free or discounted service, exam or treatment carries, in capital letters and clearly distinguishable, the notice that the patient can refuse to pay, cancel payment or be reimbursed for any other service performed as a result of the ad and within the next 72 hours (§456.062, F.S.). The Board's rule adds that the offer clearly states the dates it's available (64B5-4.003(5), F.A.C.).

How we handle it: we add it to every promotion, including on Meta and Google.

5. Prices: minimum fee, validity and the ADA code

An advertised price carries the notice that it's only a minimum fee (§466.019(3)(g)). It also has a validity period, or is honored for at least 90 days after the last ad, and the service is described by its exact ADA code name or number; the general category isn't enough (64B5-4.003(2)–(4)).

How we handle it: if you publish prices, we write them that way.

6. Testimonials and before-and-after photos

Neither §466.019 nor Chapter 64B5-4 has a specific rule for testimonials or before-and-after photos. What does apply are the general prohibitions: no false facts, no half-truths and no unjustified expectations of good results (§466.019(3)(a), (b) and (d)).

How we handle it: we use real patients and real cases, with no misleading retouching and only with their permission.

7. Telehealth and in-person solicitation

If you advertise dental care by telehealth, such as impressions or scans, appliances or teeth correction, the ad carries this legible statement: "An in-person examination with a dentist licensed under chapter 466, Florida Statutes, is recommended before beginning telehealth treatment in order to prevent injury or harm" (§466.019(4)). And patients can't be solicited in person or by phone, except to schedule or follow up with current or former patients (64B5-4.002(4)).

The rules at a glance

Where this fits in your marketing

At Brito Marketing these rules go into every campaign from the first draft: on the website, in the ads and in the promotions. That's how we approach marketing for dental practices in Florida, in English and Spanish. If you already know what you need, create your marketing plan on our website.

Sources

§466.019, F.S. · §466.0282, F.S. · §456.062, F.S. · §456.072, F.S. · §466.028, F.S. · 64B5-4.002, F.A.C. · 64B5-4.003, F.A.C.. All checked on October 17, 2026.

This isn't legal advice; review your ads with your attorney or with the Florida Board of Dentistry.