Advertising by dentists is regulated by the State of Illinois. The following excerpts from the regulations will help you when deciding how to name your practice or advertise your services.

  1. Persons licensed to practice dentistry in the State of Illinois may advertise in any medium or other form of public communications in a manner which is truthful, and which is not fraudulent, deceptive, inherently misleading or proven to be misleading in practice. Such advertising shall contain all information necessary to make the communication not misleading and shall not contain any false or misleading statement or otherwise operate to deceive.
  2. Information which may be contained in such advertising includes:
    1. Dentist's name, address, office hours, and telephone number;
    2. Schools attended;
    3. Announcement of the opening of, change of, or return to practice;
    4. Announcement of additions to or deletions from professional dental staff. (Section 45 of the Act)
    5. Dentist's hospital affiliation(s);
    6. Any specialty licenses held, Board certification, professional society memberships and any limitations or concentrations of practice;
    7. Credit arrangements and/or acceptance of Medicare/Medicaid patients;
    8. Foreign language ability;
    9. Usual and customary fees for routine professional services which must include a statement that fees may be adjusted due to complications or unforeseen circumstances unless the fees do not vary under any circumstances;
    10. Description of offices in which dentist practices, e.g., accessibility to the handicapped, laboratory facilities on the premises, convenience of parking; and,
    11. Other information about the dentist, the dentist's practice, or the types of practice in which the dentist will accept employment, which a reasonable person might regard as relevant in determining whether to seek the dentist's services. (Section 45 of the Act)
  3. When words relating to specialty practice are used in an advertisement, the advertisement must not imply that the dentist offering those services is licensed as a specialist unless he holds a specialty license issued by the Department. Words that cannot be used by a dentist unless licensed in that specialty are Endodontist, Pedodontist, Pediatric Dentist, Periodontist, Prosthodontist, Orthodontist, Oral and Maxillofacial Surgeon or Oral Surgeon. Terms as "Specialist," "Practice Limited To," or "Limited To Specialty Of," with the name of such branch of dentistry practiced as a specialty, (Endodontics, Pedodontics (Pediatric Dentist), Periodontics, Prosthodontics, Orthodontics, and Oral and Maxillofacial Surgery) shall be prima facie evidence that such dentist is holding himself out to the public as a specialist. A general dentist who advertises, in any media, using words or phrases customarily used by a specialist, except those prohibited above, but who does not hold a specialty license, shall include in such advertisement a prominent disclaimer that he is licensed only as a general dentist.
  4. Any advertisements offering the availability of those recognized dental specialties specified in Section 1220.320 of this Part, or offering the availability of some other "Specialty" practice not specifically recognized by the Department shall contain a prominent disclaimer in the form of a statement setting forth the specialty(ies) in which the dentist is licensed in Illinois and/or a statement that the dentist is licensed to practice as a general dentist in Illinois.
  5. Advertising shall not use language suggesting a dental specialty which is not specified in Section 1220.320 of this Part unless it contains the disclaimer required in subsection (c), above. Examples of language requiring disclaimer: family dentistry, cosmetic dentistry, restorative dentistry, preventive dentistry, hospital dentistry, implant dentistry, TMJ, cranio mandibular dentistry.

Complete copy of the Statute and Rules on Advertising.