Marketing Clear Aligners and Orthodontics
Clear aligners are one of the most searched treatments in dentistry, and one of the easiest to advertise in a way that misleads. This page covers titles, disclosure, fees and the questions patients ask before they start.
Can a general dentist advertise clear aligners?
Yes. A general dentist who provides aligner treatment can advertise it, but must make clear that they are a general dentist and not a specialist. The title "orthodontist" belongs to dentists registered in the orthodontics specialty.
Regulators approach this from two sides: what the ad must disclose, and which titles and names a dentist may use. Both apply to aligners more often than to any other treatment.
Ontario's RCDSO advisory on professional advertising requires any ad mentioning dental care to disclose clearly whether the dentist is a general practitioner or a specialist, and which specialty. Alberta's CDSA statement on protected titles says patients must be told at all material points of contact whether a general dentist or specialist provides their care, and that trade names cannot imply a specialty unless accurate and authorized.
How should a general dentist describe aligner treatment in ads?
Describe the treatment, then the provider. "Clear aligner treatment with our general dentists" is accurate. "Orthodontic centre" or "Smile Straightening Specialists" suggests a specialty the clinic may not have, and Alberta specifically bars trade names that imply one.
| Wording | For a general dentist | Why |
|---|---|---|
| "Clear aligners with our general dentists" | Good | Treatment plus provider type |
| "Teeth straightening at Riverside Family Dental, general dentistry" | Good | Brand plus disclosure |
| "Orthodontist in Calgary" | Do not use | Claims a protected specialty title |
| "Riverside Orthodontics" as a clinic or ad name | Do not use | A trade name implying a specialty |
| "Aligner experts" | Avoid | Implies superior skill and may read as a specialty |
| "Certified aligner provider" | Check first | Accurate only if the certification exists; still say general dentist |
Disclosure applies everywhere the patient meets the clinic: ads, the Google profile, landing pages, social posts, booking confirmations and the consultation itself. For the Google profile side, see Google Business Profile for dentists.
What do compliant clear aligner ads look like?
A compliant aligner ad names the treatment, the location and the provider type, and offers a consultation rather than a result. The two examples below show a general practice and a specialist practice answering the same search.
Clear aligner assessments with our general dentists. Fees explained before you start.
Registered orthodontic specialists. Assessments for adults, teens and children.
More ad patterns, including weak versions and why they fail, are on dental ad examples.
Can a dental clinic advertise aligner prices?
Ontario and Alberta allow fee advertising, but the conditions matter. In Ontario, the RCDSO treats an advertised fee as the maximum fee, inclusive of all services, including lab costs. An aligner price that leaves out records, refinements or retainers can turn into a compliance problem.
- If you show a fee, show what it includes and make sure no patient is charged more for that package.
- A fee range with "your exact fee is confirmed after assessment" is often clearer than one number.
- Do not attach a time-limited reduction or bonus to the price where your province bars incentives.
- Check payment-plan wording with your regulator before you publish it.
- Read the province comparison on dental advertising rules before publishing any price.
If you are not an orthodontist, never sound like one.
A general dentist who offers aligners well has a good story to tell. Borrowing specialist language puts that story, and the clinic's registration, at risk.
Does the Canadian Dental Care Plan cover braces or aligners?
No. The government's CDCP coverage page says orthodontic services are currently not available under the plan. That matters for marketing because many families now associate a dental clinic with CDCP and assume it covers everything.
Say it plainly on aligner and braces pages: "Orthodontic treatment is not covered by the Canadian Dental Care Plan. We can explain private insurance and payment options at your assessment." It avoids awkward calls and protects the clinic's relationship with CDCP families. More on CDCP is in marketing to CDCP patients.
Who searches for clear aligners and braces?
Two groups search very differently. Adults usually search for aligners themselves and care about appearance, appointments and cost. Parents search for braces or orthodontic assessments for a child and care about timing, the specialist and insurance. Write separate pages and ad groups for each.
Adult aligner searches
Usually ready to book an assessment. Send to an aligner page.
Parent and child searches
Longer research. Send to a family orthodontics page.
Usually exclude
Searches that rarely become patients.
Keyword examples are illustrative; check local volume and costs before building a campaign, as shown in dental keyword research. Family-focused practices can pair this with family dentistry marketing.
Frequently asked questions
Can a general dentist call themselves an orthodontist?
No. The orthodontist title is for dentists registered in the orthodontics specialty. A general dentist offering aligners should say general dentist.
Can a general dentist offer clear aligners?
Yes, if they are trained and provide the treatment. Ads and pages must disclose that the provider is a general dentist.
Can a clinic name include the word orthodontics?
Only if it is accurate and authorized. Alberta says trade names cannot imply a specialty unless that is true and permitted. Check your own regulator for its title rules.
Does CDCP cover braces or Invisalign?
No. Orthodontic services are currently not available under the Canadian Dental Care Plan.
Can I advertise a price for aligners?
Ontario and Alberta allow it. In Ontario an advertised fee is treated as the maximum, including lab costs, so make sure the price covers everything included.
Can I advertise a limited-time aligner offer?
Not in Ontario or Nova Scotia, which bar incentives and discounted services, or in Newfoundland and Labrador, which bars time-limited discounts. Check your own province.
Where must the general dentist disclosure appear?
In ads and on pages mentioning dental care, and in Alberta at all material points of contact, including booking and consultation.
Should adults and parents get different pages?
Yes. Adults focus on aligners, appearance and cost; parents focus on timing, assessments and insurance for a child.
Sources & further reading
Regulator rules, platform policies and local data change. These sources let you check the facts on this page, last checked October 5, 2026.