Orthodontist marketing: reviews, smile photos, payment plans and young patients

Orthodontic marketing combines several things that each carry their own rules: smile results that patients love to share, treatment that is usually paid in monthly installments, and patients who are often children or teens. Most of the questions an orthodontic practice faces in its marketing fall into one of those three areas, plus reviews.

This guide covers the federal rules behind each, and links to our deeper guides where we have them.

Smile results, photos and testimonials

Results are what orthodontic patients want to see, and they are where the rules are strictest. Under the FTC Endorsement Guides, 16 CFR 255.2(b), an ad that relates a patient’s experience on a key attribute is likely to be read as showing what patients will generally achieve. If you do not have substantiation for that, the ad should clearly and conspicuously disclose the generally expected results.

Photos of patients are also protected health information when a practice holds them. Under 45 CFR 164.508, using protected health information for marketing generally requires the patient’s written authorization, and for a minor the parent or guardian usually acts as the personal representative under 45 CFR 164.502(g), subject to state law exceptions. Our guide to patient testimonials and before-and-after photos covers the FTC and HIPAA rules in detail, with a blank consent checklist.

A safe default for many practices: show the team, the office, the appliances and the process, and explain what treatment involves and how long it usually takes, without individual results.

Reviews

Orthodontic practices see families for a year or more, which produces a lot of reviews. The FTC rule on consumer reviews and testimonials, 16 CFR part 465, applies:

• 465.2: a business may not write, create or sell a review or testimonial that misrepresents whether the reviewer exists, whether they actually used the service, or what their experience was.
• 465.4: you may not offer anything in exchange for reviews that express a particular sentiment, positive or negative. A raffle or discount only for five-star reviews is out.
• 465.5 addresses reviews by officers, managers and employees, and their relatives, without clear disclosure.
• 465.7: you may not use groundless legal threats, intimidation or false public accusations to stop or remove a review.

Ask every patient family the same way, after a visit, and reply without confirming anyone is a patient. See how to reply to patient reviews.

Monthly payments and “$0 down”

Most orthodontic treatment is paid over time, so ads often lead with a monthly price. Under Regulation Z, 12 CFR 1026.24(d), stating the amount of any payment, the number of payments or period of repayment, or the amount of any downpayment, including “$0 down”, triggers additional disclosures: the downpayment, the terms of repayment and the annual percentage rate. The CFPB’s official interpretation says the advertising rules apply to merchants who advertise credit, not only lenders.

Our guide to advertising payment plans and patient financing covers the triggering terms, “no interest” offers and in-house plans in detail. Free consultation offers should state their terms with the offer.

Children, teens and the website

Many orthodontic patients are under 13, and some practices build pages, contests or apps aimed at them. The FTC’s COPPA Rule, 16 CFR part 312, applies to operators of websites or online services directed to children under 13, and to operators with actual knowledge that they collect personal information from a child. The 2025 amendments to the rule had a compliance date of April 22, 2026.

Practical steps:

• Write the site for parents, and keep forms, booking and contests addressed to adults.
• Do not run third-party advertising or tracking tools on pages aimed at children.
• Do not collect children’s names, photos or contact details through games or contests without counsel reviewing COPPA first.
• Keep social posts with patients to those with a signed authorization from the parent or guardian.

Our guide to pediatric practice marketing covers COPPA, parents as personal representatives under HIPAA and teen privacy in more detail.

Orthodontic cases that need extractions, exposure of impacted teeth or corrective jaw surgery go to an oral and maxillofacial surgeon, and that surgeon’s ads have their own limits on wisdom teeth, recovery and insurance claims. See our oral surgeon marketing guide.

Specialty titles and claims

State dental boards regulate how dentists describe themselves, including the use of “orthodontist” or “specialist”. Use the titles your board allows, exactly as licensed. For treatment claims, avoid “permanent”, “guaranteed” or “pain-free”, describe how long treatment usually takes as a range, and say that results depend on the patient and on wearing appliances as directed.

For apps and pages that early treatment patients under 13 may use, see our guide to COPPA for pediatric practice websites and apps.

How we help

We build orthodontic websites and local search around the process, the team and clear pricing information, with review requests that follow the FTC rule and no individual results unless you have signed authorizations. We do not give legal advice. See our dental marketing service, or the full list in our healthcare marketing rules guide.

Frequently asked questions

Sources

• 16 CFR 255.2: Consumer endorsements
• 16 CFR part 465: Use of consumer reviews and testimonials
• 45 CFR 164.508: Uses and disclosures for which an authorization is required
• 45 CFR 164.502: Uses and disclosures of protected health information, general rules (personal representatives)
• 12 CFR 1026.24: Advertising (closed-end credit)
• CFPB: Official interpretation of 1026.2 (persons covered by advertising rules)
• 16 CFR part 312: Children’s Online Privacy Protection Rule

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