Australian Dental Industry Association

ADIA Code of Practice

Guidance for ethical interactions between suppliers and oral health professionals — keeping decisions evidence-based and patient-centred.

Along with other associations in the therapeutic products sector, ADIA publishes guidance for the interaction between suppliers and healthcare professionals. At the heart of the Code is that promotional activity must not encourage a dental professional to do other than select patient treatment options wisely, only when necessary, and to use dental products safely and effectively.

The Code safeguards the trust between the dental industry and the dental profession by discouraging inappropriate promotion that is not in patients’ best interests and that may increase the cost of healthcare.

Key documents

Background to development of the Code

ADIA developed the framework governing interactions between dental product suppliers and dental professionals in response to Australian Government concerns about self-regulation across therapeutic industries. Through ADIA’s Parliamentary Engagement Strategy and constructive relationships with key parliamentarians, the industry preserved a self-regulatory model rather than transferring promotional oversight to the TGA.

Underpinning principles & businesses covered

Underpinning principles

The key to complying with Edition 2 is understanding the Code’s principles and supporting guidance, which ensure decisions about treatment options are based on sound clinical evidence — not incentives or undue influence.

Businesses covered by the Code

The Code applies to all ADIA member businesses and to any business exhibiting at an ADIA-managed trade show (as a condition of participation).

General principles of the Code

Members must comply with all relevant legislation at all times.
Members must not engage in unethical behaviour, misleading or deceptive conduct, or unfair or unconscionable practices.
Members must respect the ethical requirements and professional codes that apply to dental professionals.

These principles complement, but do not replace, statutory requirements such as the Competition and Consumer Act 2010 (Cth).

Quality use of therapeutic goods

Dental professionals choose suitable therapeutic goods only when necessary and in the patient’s best interests.
Therapeutic goods are used safely and effectively.
Diagnostic and treatment options are selected wisely, based on evidence and patient need — free from undue influence.
Decisions are made independently of any inappropriate inducement or offer by the dental industry.

In practice, businesses must not offer incentives connected to the ordering, purchase or supply of therapeutic products that would likely influence a clinician’s diagnostic or treatment decisions.

Making a complaint

Verify coverage: Confirm the business is an ADIA member and/or an exhibitor at an ADIA-managed exhibition.
Check the principles: Review the Code’s underpinning principles and identify which may have been breached.
Collect evidence: Gather supporting materials (e.g. ads, promotional literature, screenshots/printouts of web content).
Lodge your complaint: Write to ADIA clearly identifying it as a formal complaint, the business, and how the activity breaches the Code. You can request the complaint form via email.

Submission details

Secretary
ADIA Code Complaints Committee
GPO Box 960, Sydney NSW 2001
national.office@adia.org.au

Anonymous complaints are not considered. Consumers or non-industry complainants may request identity suppression in correspondence or public release; legal processes may still require disclosure.

Guidance for advertising complaints

The Code applies to advertisements directed exclusively to dental and oral healthcare professionals. Complaints about false or misleading conduct should be directed to the ACCC under the Competition and Consumer Act 2010 (Cth). Consumer-directed advertisements are regulated by the TGA Therapeutic Goods Advertising Code.

Further information

To keep up to date you can follow ADIA on Facebook or LinkedIn. Alternatively, contact the Association via email or by telephone on 1300 943 094.

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