Dentists can advertise their services and fees in an ethical manner.
In Alberta, all professions, including dentists, have rules about what its members can say in advertising. Those rules are in place to both protect the public and to protect the reputation of a profession. The rules state that a dentist cannot be deceptive or misleading in their advertising, creating a situation that could potentially harm a patient or leave the patient confused about the treatment or qualifications of the treating dentist.
Advertising dental fees remains the choice of an individual dentist, as does the manner in which a dentist advertises their practice.