Historically, dental treatment centred on the removal and filling of teeth and provision of dentures. That was also very much in line with patient expectations at that time. Current treatment obviously still includes those areas but also a greater emphasis on prevention and the preservation of teeth, as well as treatments to enhance both comfort and appearance. Patients therefore want – and are fully entitled to – information about treatment choices. However, it’s equally important for patients and dental team members that the material provided to promote and inform is given in an appropriate and ethical way. So, what is ethical promotion and advertising and why is it important to team members?
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