KUALA LUMPUR: The Malaysian Private Dental Practitioners’ Association has called for tougher enforcement against unethical dental advertising and third-party patient solicitation, warning that misleading promotions could undermine patient safety and public confidence in the profession.
The association urged ministries, regulatory bodies and enforcement authorities to strengthen oversight and ensure existing professional standards are effectively enforced.
“Dental care must not be reduced to a price war. Patients deserve to know what they are paying for, why a treatment is recommended and what risks and alternatives they should consider,” the association said in a statement today.
“While such practices may appear to offer patients greater affordability and choice, the underlying implications for patient safety, transparency, informed consent and public confidence in dental healthcare cannot be ignored.”
The association expressed concern over discounted treatment packages, unrealistic promotional offers and price-driven advertising that may not adequately disclose additional charges, treatment limitations, material specifications or the full cost of a procedure.
It warned that patients could be attracted by advertised prices only to discover that the actual cost was considerably higher. Promotions could also influence treatment decisions at the expense of clinical suitability, quality and long-term outcomes.
“While discounted fees do not necessarily indicate compromised treatment quality, the public deserves assurance that lower prices are not achieved through shortcuts involving materials, clinical procedures or patient management,” it said.
The association stressed that dental procedures required appropriate materials, proper sterilisation, sufficient clinical time, professional expertise and continued patient care.
It also highlighted the role of third-party marketing agencies hired by dental clinics to promote treatments, generate patient leads and solicit appointments through social media and other digital channels.
The association said these agencies were commercial entities rather than registered dental practitioners and might lack the professional qualifications or clinical accountability needed to communicate the complexities, limitations and risks of dental procedures.
It emphasised that outsourcing advertising did not absolve a clinic’s Person-in-Charge (PIC) of responsibility for its online promotions.
“Outsourcing social media advertising to third-party marketing agencies does not absolve the Clinic Person-in-Charge (PIC) of responsibility for the clinic’s online promotional activities,” the association said.
“The PIC of a clinic must exercise proper oversight and remain aware of the content, claims and marketing strategies published on behalf of the clinic.”
Clinics should not leave advertising entirely to external agencies without proper oversight, particularly where their practices could breach professional guidelines or amount to unethical patient solicitation, it added.
The association also called on the Malaysian Dental Council to review and update its Guidelines and Provisions for Public Information, issued in July 2022, citing changes in social media platforms, advertising formats and digital marketing strategies.
It said the guidelines left considerable room for interpretation, creating uncertainty over what constituted acceptable or unethical advertising.
The association urged the council to provide clearer guidance on online promotions, discounted treatment packages, pricing claims, patient testimonials, influencer collaborations and advertising by third-party marketing agencies.
Examples of permitted and prohibited practices would help practitioners understand their obligations, reduce ambiguity and support consistent enforcement, it said.
The association also questioned the effectiveness of existing enforcement measures, saying its engagements with ministries and regulatory authorities had failed to deter continued violations.
“The persistence of repeat offenders, together with the apparent increase in questionable advertising practices, raises serious questions about the effectiveness of existing enforcement mechanisms,” the association said.
“Regulations without meaningful enforcement offer little protection to the public. Repeated violations without adequate consequences only embolden further misconduct.”
The association said the issue was not about preventing clinics from promoting their services, but about ensuring that competition did not come at the expense of patients’ rights, safety and trust.
“Dentistry is a healthcare profession, not a retail business where treatment should be marketed, discounted and sold purely on commercial appeal,” the association said.
It reiterated its commitment to working with the authorities to safeguard the integrity of private dental healthcare in Malaysia.
“Dental healthcare must remain accessible and affordable, but never misleading, exploitative or driven by commercial interests at the expense of patient welfare,” it said.
