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

Membership > ADIA Code of Practice > Compliance Guidance - Advertising > Advertising Code Compliance


ADIA Code of Practice — Advertising Compliance Guidance


In advertising their products and services to dental professionals, the dental industry must ensure that the advertisements and related promotional literature does not incorporate an offer that is inconsistent with the ADIA Code of Practice.

This section of the ADIA Code of Practice applies to advertisements directed exclusively to dental professionals and those with responsibility for the purchasing of medical devices. However, advertisements directed to consumers are regulated by the Therapeutic Goods Advertising Code rather than the ADIA Code of Practice.

Therapeutic Goods Advertising Code —

Where required by law, all advertisements will be consistent with the Therapeutic Goods Advertising Code as published by the Therapeutic Goods Administration (TGA) any other statutory instrument relevant to the advertising, sale or supply of therapeutic products.

General Advertising Obligations —

All advertisements will be consistent with the requirements of the Competition and Consumer Act 2010 (Cth) and any other statutory obligations that may pertain to product sales.

Comparative Advertising —

Any product comparison of therapeutic goods offered by a competitor must only be made using data/evidence contained in a peer-reviewed academic journal or similar publication. A claim that a Member has unfairly disparaged the product of another is considered to be a commercial dispute and outside the scope of this Code.

Advertisers have a responsibility to ensure the content and presentation of their advertisement and promotional material promotes the quality use of Therapeutic Goods through encouraging the dental professionals to select, for their patients, appropriate management options, suitable products and then to use those products safely and effectively.

It is important to note that when it is suggested that a member business has published an advertisement alleged to be inconsistent with the Therapeutic Goods Advertising Code or the Competition and Consumer Act 2010 (Cth) these must be referred to the appropriate Australian Government jurisdiction and not to ADIA.

Disclaimer ―

The information offered here is guidance only and to fully assess the obligations that the dental industry has under the ADIA Code of Practice please refer to the full document. Please note that this information is subject to change to reflect decisions of the ADIA-CCC Code Complaints Committee made subsequent to the publication of this information.

Further Information —

To keep up to date with how the ADIA Code of Practice is working to strengthen the trust that exists between the dental industry, dental professionals, and consumers, 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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