Marketing for dentists means helping patients find and trust the practice while following the rules of Brazil’s Federal Council of Dentistry (CFO). Brazil’s Code of Dental Ethics requires the name and CRO number (regional dental council registration) in all advertising and prohibits advertising prices, free services and payment methods. Since CFO Resolution 196/2019, dentists can post selfies and before-and-after photos, with patient consent and on their own personal profile. The channels that bring in the most patients are Google, in Search and Maps, and an Instagram that shows the practice and explains the treatments.
The rules for dentistry in Brazil are stricter than those for medicine. This guide does not replace reading the code or consulting the CRO in your state.
What every ad must include
Article 43 of the Code of Dental Ethics requires, in all communication:
- Name and CRO registration number, of the dentist or the clinic.
- The name of the profession, dental surgeon (cirurgião-dentista).
- For a clinic (a legal entity), also the name and registration number of the technical lead.
A specialty can only appear if it is registered with the CRO. Dentists without a registered specialty can use the term “general practitioner.” This applies to posts, ads, websites and Google profiles.
What the code prohibits
Article 44 treats the following as ethical violations, among other points:
- Advertising with prices, free services or payment methods.
- Advertising a title or specialty you don’t have, or a technique with no scientific proof.
- Criticizing another professional’s technique.
- Giving consultations, diagnoses or publishing clinical results in mass media, outside an educational context.
- Identifying a patient without consent.
In June 2025, CFO Resolution 271, issued by order of CADE (Brazil’s antitrust authority), removed the discount card from the list of violations. Prices, free services, prizes and giveaways in advertising are still prohibited. That is why a “teeth whitening Black Friday” is still against the rules.
Before and after photos and selfies
CFO Resolution 196/2019 allowed two things that were previously prohibited, with conditions:
- Selfies, of the dentist alone or with the patient.
- Before and after photos, meaning the image of the diagnosis and the image of the final result.
Conditions for before and after photos:
- Patient authorization through a signed informed consent form.
- Published by the dentist who did the treatment, on their personal profile. The clinic’s profile is not allowed.
- With the dentist’s name and CRO number (Brazilian dental council registration).
- No images of the procedure “during” treatment.
Where patients look for a dentist
Toothaches and routine checkups start on Google: “dentist near me”, “24-hour dentist”, “dental implant in Santos”. The practice that shows up on the map, with reviews and clear information, gets the call.
1. Google Business Profile (Maps). The right category (Dentist, Dental clinic, Orthodontist), each treatment listed as a service, business hours, accepted insurance plans and real photos of the office. Reviews answered without exposing anyone’s treatment. The step-by-step is in how to optimize your Google Business Profile.
2. Google Ads on search. It reaches people who are searching right now, such as emergencies and higher-value private treatments. The copy follows the code: no prices, no “the best”, no promise of results.
3. A website with one page per treatment. Implants, orthodontics, whitening, each with an explanation of the treatment, who it is for and how to book.
4. Instagram. Patients check out the office before booking. Behind the scenes, the team, answers to common questions and, on the dentist’s personal profile, before and after photos within the rules.
What usually goes wrong
- A “free evaluation” post, which is a free service and the code prohibits it.
- A price list or installment plans on the clinic’s Instagram.
- Before and after photos published on the clinic’s profile, or with a photo of the procedure in progress.
- An ad without the CRO number or with an unregistered specialty.
- A Google profile with a generic category and no treatments listed.
Frequently asked questions
Can a dentist run Google Ads? Yes. The ad follows the code’s rules like any other advertising: identification, no prices and no promises.
Can I advertise the price of teeth whitening? No. Prices, free services and payment terms in advertising are still prohibited.
Can the clinic post before and after photos? No. Resolution 196/2019 allows them only on the personal profile of the dentist who did the treatment, with the patient’s consent.
Are discount cards allowed? Since CFO Resolution 271/2025, offering services through a discount card is no longer an ethical violation. Advertising with prices and free services is still prohibited.
Can I ask patients for Google reviews? You can ask, as long as you offer nothing in return. Never buy reviews. See how to get Google reviews without buying them.
Where to start
With the free Google Business Profile audit you can see your office’s profile compared with three competitors in your area. If the clinic already advertises, the free Google Ads audit shows what the account is doing today.