For most regulated health professionals, a website is advertising, and advertising is governed by the college or regulator that licenses you. Rules differ between professions and provinces, so there is no single list that applies to everyone. These are the areas colleges most often address.
Claims and outcomes
Many regulators prohibit guarantees of results, claims that are not supported by evidence, and statements that create unrealistic expectations. Words such as "best", "leading" or "cure" often draw scrutiny. Describe what you do and how, and let credentials and experience speak.
Testimonials and reviews
Some colleges prohibit or restrict the use of patient testimonials in your own advertising. Others allow them with conditions. Check before placing quotes or review widgets on your site, and do not edit or select reviews in a way that misleads.
Before-and-after images
For aesthetic and dental services in particular, before-and-after photos are often restricted or require specific consent and disclaimers. Confirm the rule for your profession.
Titles and credentials
Use only titles and designations you are entitled to use, written as your regulator requires. If you hold a specialty, advertise it only if your college recognizes it.
Fees and promotions
Discounts, free consultations and package pricing may be restricted or subject to disclosure rules. Be clear about what is included and avoid pressure tactics.
Comparative claims
Statements that compare you with other practitioners are commonly restricted. Focus on your own services.
A simple process
- Read your college's advertising standard or guideline.
- Have a second person review all copy before launch.
- Keep a record of the sources for any factual claim.
- Recheck when guidelines are updated or when you add new services.
We write service pages in a neutral, factual tone that is easy to review against your college's guidance. The final responsibility for what you publish stays with you.
This guide is general information for practice owners, not legal advice. Rules differ by profession and province, so confirm anything important with your regulatory college or a qualified advisor.
