Ruling 'protects dental patients'

Dentures can only be designed and fit by dentists

A landmark ruling could help to protect patients from dental workers who do not have proper qualifications or registration.

The Advertising Standards Authority (ASA) has upheld a complaint by a leading figure in the British Dental Association (BDA) over what was considered to be a "misleading advert".

Dr Anthony Kravitz was concerned about an advertisement for a "qualified clinical dental technician" put out by a dental laboratory in Bury, Greater Manchester.

The advertisement stated that the company, Whitefield Dental Laboratory, offered individually-styled cosmetic dentures and denture repairs.

Patients will no longer be at the mercy of misleading adverts

Dr Anthony Kravitz, British Dental Association

Dr Kravitz, a Manchester dentist who is also chairman of the BDA's negotiating committee, believed the use of the phrase "qualified clinical dental technician" was misleading.

He said the company was not registered with the General Dental Council (GDC) and yet the advertisement implied it could offer services which can only be provided by GCD-registered dentists.

Not recognised

The GDC does not recognise the term clinical dental technician.

Dental technicians are not entitled to prescribe or fit dentures direct to the public in the UK. Neither can they examine a patient, or work inside a patient's mouth.

Only dentists are legally entitled to design and fit dentures because only they are trained to examine patients, check their overall oral health and prescribe and provide appropriate treatment.

The BDA is concerned that untrained personnel might miss serious conditions such as oral cancer and suggest inappropriate treatment which does not take account of overall oral health.

Unregistered personnel could also put the public at further risk because, unlike dentists - who are regulated by the GDC and can be struck off the register for serious professional misconduct - they are not regulated.

Dr Kravitz said: "This is a great ruling for the public.

"Patients will no longer be at the mercy of misleading adverts by organisations implying that they offer clinical dental services."

The ASA ruled that the word clinical must be removed from the advertisement.