Advertising for dental practices in Germany is governed by the Heilmittelwerbegesetz (HWG) and the professional codes of the Bundeszahnärztekammer. These rules set clear limits on what dentists can and cannot say in their marketing — but within those limits, there is more room than most practices realize.
What dentists are allowed to advertise
You can advertise your specific services, highlight team qualifications and continuing education, share patient reviews with written consent, and use before-and-after imagery under defined conditions. Specialist treatment areas such as implants, Invisalign, or aesthetic dentistry can be promoted clearly.
Common advertising mistakes to avoid
Avoid absolute claims ("best dentist in Berlin"), misleading price comparisons that exclude ancillary costs, titles that imply official recognition not yet received, and testimonials that suggest guaranteed treatment outcomes. Each of these can trigger a formal warning from the Landeszahnärztekammer.
A compliant marketing strategy protects you legally and builds patient trust simultaneously. Our guide covers the full HWG checklist and includes example copy that passes legal review.