Section 5.18 - Advertising(1)Illegal Advertising Practices. A dentist may advertise truthful and accurate information pertaining to dental services. Unfair, misleading, deceptive and fraudulent advertising is prohibited.(2)Advertising Dental Services and Dental Fees.(a) A dental service is one that a dentist and/or dental auxiliary performs for a specific fee.(b) Dental services advertised as free or no charge must describe the specific services offered and the comparative monetary value.(c) The period of time during which the advertised fees will be in effect must be included in the advertisement. Advertised fees for all dental services must be in effect for a reasonable period of time from the initial date of the advertisement.(3)Content of Advertisements. (a) Any advertisement for dental services, regardless of medium, must include the following: 1.The name of at least one owner of the practice who is currently licensed to practice dentistry in the Commonwealth; and2.If the dental practice is organized as a professional corporation pursuant to M.G.L. c. 156A, the name of at least one of the owners who is licensed to practice dentistry in the Commonwealth.(b) The information disclosed by the advertising dentist in a publication or a broadcast shall comply with M.G.L. c. 112, § 52A, and other provisions of 234 CMR 2.00: Purpose, Authority, Definitions.Amended by Mass Register Issue 1271, eff. 10/10/2014.