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Australian Dental Industry Association bans gifts to dental professionals

iPad days are over, according to the ADIA. The Australian Dental Industry Association has just issued a new edition of its Code of Practice. From now on, dental product suppliers are no longer able to offer gifts when a dental professional orders, purchases or is supplied a therapeutic product. (Photograph: Syno Productions/ Shutterstock)

Wed. 3. January 2018


SYDNEY, Australia: The Australian Dental Industry Association (ADIA), the organisation representing dental product manufacturers and suppliers in the country, has issued a ban on gifts given by suppliers to dental professionals who purchase therapeutic products. The new commission is part of the revised ADIA Code of Practice, which was implemented on 1 January 2018.

The ADIA Code of Practice–Edition 2 was introduced to address the Australian Government’s concern that marketing and promotional activities undertaken by businesses in the therapeutic products sector may inappropriately influence the decisions of healthcare professionals.

“Although there was no suggestion that this was occurring in the dental industry, ADIA was pleased to work within an Australian Government requirement that there be consistency across the codes published by all associations in the therapeutic products sector. Thus, the dental industry now works within the same framework as not only elsewhere in the medical devices sector, but also the medicines sector,” said Troy Williams, ADIA Chief Executive Officer.

“The days of giving away iPads to dental professionals when they buy dental products is a thing of the past. The ADIA code works to ensure that decisions taken by dental professionals on management (including treatment options) of health needs are based on sound clinical evidence, not driven by incentives or other inappropriate influences,” Williams said.

According to the ADIA, the Code of Practice–Edition 2 provides clear guidelines on the appropriate interaction between dental product suppliers and professionals, recognising that the ethical promotion of dental products is central to the trust-based framework within which healthcare professionals advise and treat patients. Ethical promotion includes the industry working with dental professionals to develop evidence-based approaches to particular treatments in the development of educational materials on the correct use of products and the support of hands-on learning with regards to the correct use of certain products.

“ADIA’s work with patient groups has shown that this trust can be undermined where the independence of decision-making by dental professionals may be seen to be compromised by inappropriate product promotion by the dental industry,” Williams stated.

The ADIA Code of Practice–Edition 2 provides a framework that applies to businesses that supply more than ninety-five per cent of products used by dentists and allied oral health professionals across Australia. It was approved at a general meeting of its members in 2017, following extensive consultation with the dental industry, dental professionals and patient groups.

“The new code is a positive step forward for Australia's dental industry. It builds upon the widespread positive reputation of an industry that empowers oral health professionals to advance the health and well-being of all Australians,” Williams concluded.

To read the ADIA Code of Practice–Edition 2, visit the association’s website at

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