Clinic Naming

As of July 1, 2024, Denturists are no longer required to seek the Executive Committee’s approval of a proposed clinic name and remit an application fee prior to using the proposed clinic name. However, the College still expects clinic names to be professional, dignified, and to comply with the Standard of Practice.

It is important for Denturists to ensure their clinic names meet the requirements prior to investing in signage, marketing, and other business expenses.

If Denturists are unsure whether their clinic names meet the advertising standard, please feel free to reach out to College Staff who can provide guidance.
 

Expectations

Denturists are required to ensure that the names of their clinics are not misleading or confusing to the public.

As such, Denturists:

1. Ensure that their clinic names are not the same or similar to the name of another existing denture clinic within Ontario.
   1. This does not apply to Denturists owning multiple clinics who can share the same umbrella clinic name with different locations.
2. Should use the College’s Public Register to run a search of their proposed clinic name to avoid any potential conflicts.
3. When purchasing or taking over an existing denture clinic, Denturists cannot include the previous Denturist owner’s name in the clinic name in any manner including first name, middle name or surname.
   1. Denturists are permitted, however, to use the phrase: “formerly operated as (insert former clinic name)”

Clinic names cannot include terms that are not truthful or cannot be verified, accordingly:

1. Descriptive terms that suggest superiority over other denture clinics or Denturists are not permitted. (e.g. Best, Number 1, 1^st, Perfect, Elite, Masterpiece)
2. Shall not hold profession in disrepute.
3. Shall not misrepresent themselves

Resources

• Standard of Practice: Advertising and Clinic Naming
• Guidelines for Advertising and Clinic Naming