Googling for a dentist or therapist? Here is how to look past glowing testimonials

These rules apply to all forms of advertising across different media, including social media

If you’ve ever searched online for a new dentist or other health professional, you’re certain to find websites with positive testimonials. Then there are the impressive “before and after” photos.

But our recently published research shows not all health professionals are playing by the rules when they market themselves to the public.

Our study of dentists shows almost three-quarters were illegally using testimonials on social media to market their practice and almost one in five were using pictures or text likely to create unrealistic expectations of the treatment.

So what are health professionals allowed to claim about