AAE Supports Wisconsin’s Efforts to Strengthen Specialty Advertising Standards 

Following its strong opposition to earlier proposals that threatened to weaken specialty advertising standards in Wisconsin, the American Association of Endodontists (AAE) welcomed recent action by the Wisconsin Dentistry Examining Board to clarify and strengthen its dental specialty advertising rules. The Board’s proposed revisions to Chapter DE 6 represent a meaningful step toward protecting patients from misleading claims while reinforcing the value of accredited specialty education. 

In formal comments submitted to the Board, the AAE expressed support for provisions that clearly define what constitutes false, misleading, or deceptive advertising. By providing greater specificity and transparency, the proposed rules help ensure consistency in enforcement and offer clearer guidance to dentists seeking to comply with advertising requirements. Most importantly, these safeguards enhance consumer protection and support informed decision-making by patients. 

The AAE also commended the Board for reinforcing the principle that the title “specialist” must be reserved for dentists who have completed a postdoctoral educational training program accredited by the Commission on Dental Accreditation (CODA). Requiring dentists who are not specialists to clearly identify themselves as general dentists is a critical protection against patient confusion and aligns with public expectations regarding specialty credentials. 

At the same time, the Association raised concerns about the continued use of alternative titles—such as “implantologist”—that may function as a proxy for specialty designation. While the proposed rules require disclaimers identifying these providers as general dentists, the AAE cautioned that such distinctions may not be readily understood by patients. From a consumer perspective, alternate terminology can still imply a level of specialty expertise that does not reflect CODA-accredited training. The AAE encouraged the Board to further strengthen the rule by limiting advertising titles to prevent unintended confusion. 

Finally, the AAE strongly supported provisions preventing a dentist from implying that all practitioners within a group practice are specialists unless each individual has earned that designation. This clarification is essential to preserving the integrity of specialty recognition and ensuring that patients receive accurate information when choosing their provider.  

Together, these proposed revisions reflect a shared commitment to truth in advertising, patient protection, and professional accountability. The AAE’s engagement in Wisconsin underscores its continued advocacy for clear, enforceable standards that uphold the value of accredited specialty education and protect the public trust. By supporting thoughtful regulatory improvements, the Association continues to safeguard your ability to practice as a recognized specialist.