Specialist titles, 'special interest' and the Dr title in dental marketing

Specialist titles

A specialist list is a GDC register of dentists who have met the conditions to use a specialist title in a particular branch of dentistry. The GDC says dentists "can only use the title 'specialist' if they are on that list", although they do not have to join a list to practise in that area.³

There are 13 lists. Eleven specialties are recognised in the GDC (Specialist List) Regulations 2024; orthodontics and oral surgery are recognised under separate regulations with different entry routes.³⁴

The GDC's advertising guidance turns that into three rules:¹

• A dentist on a specialist list "can use the title 'Specialist' or describe yourself as a 'specialist in…'".
• A dentist not on a list "must not use titles which may imply specialist status such as Orthodontist, Periodontist, Endodontist".
• Dental care professionals have no specialist lists and must not use titles such as "Smile specialist" or "Denture specialist".

So, can a dentist call themselves an orthodontist? Only if they are on the orthodontics specialist list. A general dentist who provides aligners or braces isn't an orthodontist in their marketing, however much of it they do.

There's no specialist list for implant dentistry or cosmetic dentistry. My reading of the guidance is that "implant specialist" and "cosmetic specialist" imply a status nobody can hold, so they mislead whoever uses them. Wording that stays within the rules is below.

Special interest

For dentists not on a list, the guidance permits three phrases: "special interest in..", "experienced in.." or "practice limited to...".¹ It also rules out "specialising in…" for anyone not on a list, which catches many bios written in a hurry.

"Special interest" is a permitted phrase, not a qualification. It still has to be true. If you describe yourself as experienced in a treatment, you should be able to show the training and case history behind it, because both the GDC and the ASA expect claims to be backed up.¹

How general and specialist practices can each market orthodontics within these rules is covered in orthodontic marketing for general and specialist practices.

The Dr title

Dentists may use "Dr" as a courtesy title. The ASA says it understands that "since 1995" the GDC has permitted this, "provided it is clear that it is a courtesy title only".²

The ASA's advice is stricter than common practice:²

• "The safest and simplest way to avoid confusing consumers is to avoid the 'Dr' title unless a general medical qualification is held."
• If you do use it, CAP recommends you're on the GDC register and "clearly and prominently" qualify it with a statement that it's a courtesy title and that a general medical qualification isn't held.

The ASA has acted on this. In a 2013 ruling it found a registered dentist's website misleading even though he was entitled to the courtesy title, because the title was not qualified.² The risk rises with facial aesthetics, where "Dr" next to injectables suggests a medical doctor.

A simple fix for a team page or bio: "Dr is a courtesy title. [Name] is a dentist and does not hold a general medical qualification."

In ads and profiles

Titles go wrong in short-form copy, because there's no room for qualification and keywords are tempting.

Google's own rules back this up on Business Profiles. It says a business name "should reflect your business' real-world name", and that "Including unnecessary information in your business name isn't permitted, and could result in the suspension of your Business Profile." Practitioner profiles may include "title or degree certification (for example Dr., MD...)", but a specialty keyword is neither.⁵

Titles are one part of the GDC's advertising guidance, the next page to read. For a free first look at your headlines, profiles and team pages, email [email protected].