ADIA is the peak business organisation representing manufacturers and suppliers of dental products. Our vision is for an industry that empowers oral health professionals to advance the health and wellbeing of all Australians...................... — ADIA Strategic Plan

ADIA Code of Practice — Information for professionals

The nation's leading suppliers of dental products are bound by a new code of practice that is designed to ensure that decisions on management (including treatment options) for healthcare needs are based on sound clinical evidence, not driven by incentives or other influences. The code is published by the Australian Dental Industry Association (ADIA), the peak business organisation representing manufacturers and suppliers of dental products.

The ADIA Code of Practice is underpinned by the concept that good health incorporates the quality use of therapeutic products which is based on genuine consumer health needs and supported by the ethical conduct of all parties. The quality use of therapeutic products is a concept that enjoys widespread support across Australia’s healthcare sector and means the dentists and dental professionals must:

Underpinning Principle: Quality use of therapeutic products —

_____ Select treatment options wisely based on the best available evidence and the patients’ needs;
Choose suitable therapeutic products if this is considered necessary; and
Use therapeutic products safely and effectively

Insofar as the new ADIA Code of Practice is concerned, the quality use of therapeutic products principle obliges the dental industry not to engage in a promotional activity that influences a dentist’s or allied oral healthcare professional’s selection of diagnostic or treatment options in a manner that preferences one treatment pathway or one brand over another. Promotional activities vary and as such the ADIA Code of Practice includes guidance on:

Gifts and offers;
Industry-sponsored educational events;
Conduct of company representatives;
Consulting arrangements with healthcare professionals;
Shareholdings by healthcare professionals in therapeutic product companies and/or therapeutic products;
Hospitality and entertainment;
Research and education grants;
Promotional claims/advertisements to healthcare professionals;
Surrogate medical writing (‘ghost’ writing);
Sponsorship of third party educational conferences;
Celebrity endorsements;
Direct to consumer advertising;
Funding of patient groups;
Product samples;
Disease awareness campaigns; and
Use of social media in promotions directed to healthcare professionals.

To understand how the ADIA Code of Practice will have an impact on dental professionals, it's helpful to consider where the product is associated with professional’s selection of diagnostic or treatment options where more than one pathway and / or product is available (e.g. different kind of restorative treatments including orthodontic, implants, etcetera). In this context, promotional activities associated with the sale or acquisition of equipment, instruments and other products (e.g. dental chairs, sterilisers, imaging equipment, etcetera) that are incidental (i.e. do not directly affect) the selection treatment options and / or constitute a treatment option in itself are permitted within the context of Clause 2.1 of the Code.

The new ADIA Code of Practice is all about providing a context for the dental industry’s engagement with dentists and allied oral healthcare professionals. ADIA is working to foster an environment where dental professionals make decisions on patient treatment options free from any undue influence by suppliers of dental products.

Member Engagement —

ADIA provides leadership, strategy, advocacy and support. Our members set our agenda, fund our activities and directly benefit from the results. The ADIA Code of Practice was endorsed by members at an annual general meeting held in 2014 and members serving on the ADIA-CAC Code Administration Committee periodically review issues associated with its implementation.

Further Information —

To keep up to date on issues associated with the ADIA Code of Practice you can subscribe to the Twitter feed @AusDental or follow us on Facebook at Alternatively, you can contact the Association via email at or by telephone on 1300 943 094.

This information is available for your use under a Creative Commons Attribution 3.0 Australia licence, with the exception of the ADIA logo, other images and where otherwise stated.

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