Section 338.11525. Specialists; holding self out to public.

(1) A dentist who is not licensed as a specialist by the board shall not announce or hold himself or herself out to the public as limiting his or her practice to, as being specially qualified in, or as giving special attention to, a branch of dentistry. A dentist is considered to be holding

himself or herself out as a specialist in either of the following situations:

(a)      When, in any way, he or she gives public emphasis to the practice of some particular specialty of dentistry without disclosing that he or she is a dentist who is not licensed as a specialist.

(b)     When he or she identifies himself or herself with a specialty, whether or not he or she claims special attention to, or a practice limited to, the specialty or if he or she employs the use of  signs,  professional   cards, letterheads, other listings, or letters  to the public  or   the  profession which, in any way, implies special knowledge or ability in a specialty. This subdivision does not apply to specialists who are advertising in the specialty for which they are licensed. For purposes of this subrule, a specialist who advertises services in an area other than his or her specialty is considered a general dentist and shall comply with the provisions of subdivision (a) of this subrule.

(2)    A dentist who is licensed as a specialist shall include his or her license number in all public advertisements for that specialty, including, but not limited to, telephone books, solicitations, print media, newspapers, and internet advertising.

(3)    Identification as an employer, employee, or partner, with an individual who is duly licensed as a specialist by the board constitutes announcement to the public of qualifications for specialization, unless the individual so associating  himself  or herself  publicly  states,  by  signs,  cards,  or announcements, that he or she is engaged in the practice of general dentistry or the practice of some other specialty of dentistry in which he or she is duly licensed.

History: 1984 AACS; 1994 AACS; 2011 AACS.