Advertising Planner Connect with Australia s Dentists
The Australian Dental Association Inc. is the national body that represents dentists within Australia. The Australian Dental Association Inc. (ADA) is the national body that represents dentists within Australia. Although membership is voluntary, over 95% of all registered dentists in Australia choose to be ADA members; demonstrating the Association s credibility and reflecting the respect and rapport the organisation has with its members. Dentists are a niche group of tertiary educated professionals, who seek high quality products and services that will allow their practices to function more effectively or will enhance their lifestyle. The ADA now offers a unique opportunity to connect with the majority of Australia s dentists, using a variety of competitively priced communication mediums. 95% Over 95% of all registered dentists in Australia choose to be ADA members. 2 ADA Advertising Planner Connect with Australia s Dentists
ADA profile + Over 14,200 members + 60% male, 40% female + Average age 41.5 years ADA members by birth years 30% 25% 20% 15% 10% 5% 0% 1901-29 1930-39 1940-49 1950-59 1960-69 1970-79 1980-89 1990-95 Ada Focus Calendar ADA communication mediums highlight specific monthly topics relating to dentistry. These subjects can present an effective promotional vehicle for advertisers and have included the following: February Your Practice July Dental Health Week March Mouthguard Awareness August Tech Savy April On Show September Greening Dentistry May Defining Finance October Baby Teeth June Social Responsibility November Wish Lists December Well Being & Resolutions 3
Communication Channels Print News Bulletin The News Bulletin is a national monthly publication produced and distributed to members by the ADA. It has provided dentists both in Australia and overseas with up-todate news and information on dentistry for over 50 years. + The News Bulletin is a highly respected, quality publication that is considered a market leader in Australian dental publications. + In the most recent ADA membership survey, close to 70% of respondents preferred the content of the News Bulletin, over that of its three main competitors. + The News Bulletin is distributed 11 times a year (February December) to ADA members. + Subscription is also available to non-members. Advertising opportunities Current Readers by State NSW* 29.6% SA 8.4% VIC 25.9% WA 11% QLD/NT 24% TAS 1.1% *International subscriptions included in tally Subscription: (11 issues) Australia AUD $148 per annum Overseas Airmail AUD $188 per annum Single copy (within Australia) AUD $25 Single copy (overseas) AUD $29 (incl postage) + Include full, half or quarter page advertisements. Single or multiple places are available each issue. + Insert a promotional flyer to accompany the News Bulletin directly to Australian dentists. + Launch your new product or service in the highly valued Product News section. + Get creative and let us assist you with a pop-up insert, a gatefold or bound supplement. Australian Dental Journal The Australian Dental Journal (ADJ) is Australia s premier evidence-based dental journal, publishing papers on research, clinical developments, clinical opinions and treatments as well as other key issues of relevance to dentistry as practised in Australia. The Journal is published on behalf of the Australian Dental Association by Wiley-Blackwell and distributed on a quarterly basis (March, June, September and December) plus one special issue per year, as an ADA membership service to more than 14,200 dentists throughout Australia, as well as a number of domestic and international subscribers. Subscriptions + For subscription and other information, please go to: www.wileyonlinelibrary.com/tax-vat. The price includes online access from current content and all online back files to 1 January 1997, where available. Advertising For advertising rates and bookings, please contact Wiley-Blackwell Corporate Sales: + Email: corporatesalesaustralia@wiley.com + Phone (03) 9274 3100 4 ADA Advertising Planner Connect with Australia s Dentists
The ADA Dental Directory Published biennially, the ADA Dental Directory contains the contact details of Australian dental practices, ADA committees and Branches, dental schools and colleges, dental hospitals, research institutions, ADA affiliated societies and other relevant bodies. + The Dental Directory is predominantly used to refer patients to other dentists or specialists and consequently it is frequently viewed and has the longest shelf-life of any ADA publication. + The Dental Directory represents an excellent opportunity to promote products and/or services not only to dentists, but to practice managers, reception staff, and the entire dental team. + Dental Directory advertising costs are based on double the monthly News Bulletin rates, and subject to position availability. Advertising opportunities currently exist for the 2013 and 2015 editions. Advertising For advertising rates and bookings, please contact the ADA Publications Manager: + Email: newsbull@ada.org.au + Phone: (02) 9906 4412 Online News Bulletin An online version of the News Bulletin magazine is available to ADA members. News Bulletin advertisements are hyperlinked to the advertisers website in the online version as a complimentary value added benefit to their print advertising cost. Online Banner Advertising + The preferred file for this banner is in flash (SWF file). This is because it s re-sizeable and therefore fits to different screen resolutions / sizes. Alternatively please supply in jpeg, tiff or animated gif. The aspect ratio should be 468 by 60 pixels; resolution: 72dpi. + The GST inclusive cost for this banner advertising per issue is $2,249. A single premium advertising banner space is available in the header of the online version. The banner appears above all pages and is hyperlinked to connect readers directly with the advertiser. ADA Inc. Website - Positions Vacant The Australian Dental Association Inc. website has an annual visitation rate of over 300,000 and offers premier banner advertising placements on the web pages that draw the most web traffic - positions vacant and classifieds. These locations are visited by dentists, therapists, hygienists, dental assistants, practice managers and reception staff. Advertising There are three banner locations, subject to availability, which can be hyperlinked to any online location, on a monthly basis. + One Top Horizontal Banner, 590 pixels wide by 140 pixels high, plus + Two Column Banners, one on top of the other, each 150 pixels wide and 400 pixels high. The GST inclusive cost for the Top Horizontal Banner per month is $3,889, the Column Banners Top: $3,140, Bottom $2,385. The material deadline for banner advertising on the ADA Inc. website is the 21st of the month preceding the month when the banner is to be featured. Artwork can be either JPG or GIF. 5
Communication Channels Online Dental Trade Online www.dentaltradeonline.com.au ADA s Dental Trade Online (DTO) website encompasses dental related products and services. This resources directory supports print, online and other advertising, and allows ADA members to search and find what they need from suppliers quickly and easily. The website allows suppliers to the dental industry to advance and link information to connect with the ADA membership. The site also provides analytics to the suppliers represented. Ongoing development and quality assessment of the Dental Trade Online website continues, with ADA Inc. committed to providing ADA members and providers to our industry, with the leading referral site in the country. The Dental Trade Online website attracts 20,000 visits per year and is fully managed by ADA staff. Social media avenues from the site, increases the website s overall exposure to our members and continues to create a dedicated following. Supplier profile page Suppliers are listed alphabetically in the Supplier drop down tab shown on the site s Home page, and categorised under the Products and Services drop down tabs. Each supplier can provide a worded profile including a brief overview of the company limited to 250 words. The specifications of the logo image (JPG) featured on the supplier page should be between 630 and 900 pixels wide and between 320 and 550 pixels high. There is a link to the supplier s own website and up to 10 downloadable supplier PDFs (max 2 MB). The image gallery allows for up to 10 pictures or linked YouTube videos of products or services. Specifications of the still images (JPGs) featured should also be between 630 and 900 pixels wide and between 320 and 550 pixels high. Only videos hosted on YouTube can be linked. Users can click on the images for an enlarged view. The name of the products and services should be included (up to 50 characters), as users are able to search by name. Suppliers are asked to complete an Excel form to name and categorise each image and video so they can be properly listed. Still images are randomly drawn into the supplier image slideshow on the home page. The option also exists to be a Featured supplier. Advertorial An Advertorial area is accessible via the home page as latest news and also the supplier web page. Advertorial wording is limited to 100 words. The supplier s logo displayed is drawn from the supplier page. Up to three specific images or the suppliers choice are used from the supplier profile gallery. 6 ADA Advertising Planner Connect with Australia s Dentists
Pricing (GST inclusive) & Inclusions Basic Package (12 month subscription) $928 + Dedicated web page for profile + Name and logo of organisation + Worded profile - (up to 250 words) + Hyperlink to supplier website + Download link to related supplier PDF (up to 10) + Advertorial Area - (up to 100 words; up to 4 edits / changes / updates permissible) + Image Gallery - (up to 10 named images or links to supplier hosted YouTube videos; up to 5 edits / changes / updates to images or supplier hosted YouTube videos permissible) Supplements to Basic Package a) Featured supplier on DTO Home page (for 1 month) $432 b) Additional named gallery images or links to supplier hosted YouTube videos (Minimum lot of 5) $247 c) Advertorial feature in DTO e-newsletter and associated Twitter tweet $310 Other charges 1) Additional edits / changes / updates to Advertorial Area $124 2) Additional edits / changes / updates to images or supplier hosted YouTube video links in Image Gallery *(image / YouTube video link per time) $50* Checklist What We Need Supplier profile page content - up to 250 words Company Logo - jpg - 360-900 wide x 320-550 high Provide relevant website link Provide related PDFs - up to 10 Up to 10 images/youtube video links - jpg - 360-900 wide x 320-550 high Advertorial content - up to 100 words Complete Name and Categories document for images/videos (provided by us) Marketing Marketing of Dental Trade Online is ongoing with articles and advertisements regularly featured in the ADA Inc. News Bulletin magazine (circulation - over 14,200) and DTO e-newsletter. 7
Communication Channels Online Dental Trade Online e-newsletter The ADA s Dental Trade Online (DTO) e-newsletter, is distributed to our membership every month, and is available for advertising. + Other than Advertorial features, which are covered in the Dental Trade Online section, the e-newsletter offers advertising banners, subject to availability. + Each advertising banner is rectangular, 600 pixels wide by 128 pixels high, and can be hyperlinked to any online location. + The GST inclusive cost per banner per month is $1,166. + Over 10,000 members email addresses are targeted by the e-newsletter, with distribution normally occurring between the 15th and 25th of every month. + The DTO e-newsletter has an open rate of 5,000 per month. + The material deadline for advertising is the 12th of the month. Artwork can be either JPG or GIF. + The advertising banners are sold on a first in basis, and incorporated into the newsletter from top to bottom, divided by Advertorial features and other articles. Congress Australian Dental Congress Market your product or service at Australia s leading dental congress. The Australian Dental Congress is held every two years and incorporates an extensive exhibition. The exhibition covers a wide ranging selection of products and services available to the field of dentistry. Promotional and sponsorship opportunities exist for the 36th Australian Dental Congress in 2015 to be held at the Brisbane Convention and Exhibition Centre from Wednesday 25th March to Sunday 29th March 2015, and for the 37th Australian Dental Congress in 2017 to be held at the Adelaide Convention and Exhibition Centre from Wednesday 29th March to Sunday 2nd April 2017. To find out more including costs, or to express interest in participating, please contact us. Enquiries and bookings Federal Sales and Event Manager Australian Dental Association Inc. 14-16 Chandos Street, St Leonards NSW 2065 (PO Box 520) Main Phone: (02) 9906 4412 Direct Phone: (02) 8815 3330 Fax: (02) 9906 4917 Mobile: 0409 944 454 Email: fsem@ada.org.au Web: www.ada.org.au 8 ADA Advertising Planner Connect with Australia s Dentists
Advertising Rates Print Advertising Rates News Bulletin Published 11 times a year February to December (inclusive) Publications Manager Email: newsbull@ada.org.au or Phone: (02) 9906 4412 Advertising Coordinator Email: crown@ada.org.au or Phone: (02) 9906 4412 Preferred Positions: Full page colour only. Positions and rates are subject to availability. Outside back cover $3,782 Inside back cover $3,448 Centre double page spread $6,638 Inside front cover facing contents page $3,448 Page two facing lead article $3,448 Page four $3,350 Page seven $3,300 Page nine $3,300 Editor s Discretion Positions: Mono (black & white) Casual 6 x rate* 11 x rate* Full page $1,583 $1,508 $1,434 Half page (horizontal) $1,002 $952 $915 Half page (vertical) $1,125 $1,076 $1,026 Quarter page $692 $668 $618 Single column $531 $507 $482 Colour Casual 6 x rate* 11 x rate* Full page $3,140 $3,003 $2,843 Half page (horizontal) $2,249 $2,138 $2,027 Half page (vertical) $2,385 $2,262 $2,138 Quarter page $1,335 $1,273 $1,212 Single column $1,050 $1,002 $952 * Rates are based on the number of bookings per annum and contracted agreements must be signed in advance of insertion to receive these special rates. 9
Advertising Rates Print Advertising Rates (Cont.) News Bulletin Classified Advertisements Display style Mono Colour Half page (horizontal) $1,002 $2,249 Half page (vertical) $1,125 $2,385 Quarter page (classified) $692 $1,335 Single column $531 $1,050 Small display $47/col cm deep or part thereof $56 loading added to mono rate Running lines $14 / single column (55mm) width based on a pre-print calculation Minimum charge $70 Please note: Members can upload their own classifieds online free-of-charge. Product News Space/production $371 per entry Material requirements for items supplied for inclusion in the Product News section see page 13 Loose-leaf Flyers (Pre-printed) Insertion charges Standard A4 size (print both sides): $2,809 Non standard 2 x A4 size (A3): $5,618 Other sizes by negotiation (incl. multi page leaflets/booklets, CDs, pop-ups, etc.): POA For delivery details and print numbers refer to page 13 All rates are inclusive of GST. Refunds cannot be made for cancellations received after the booking deadline. 10 ADA Advertising Planner Connect with Australia s Dentists
Booking & Material Deadlines Display Advertising 2013 NB Issue Booking Close Material Deadline Amendment/Payment Deadline Cancellation Deadline February 14 Dec 2012 14 Dec 2012 2 Jan 2013 2 Jan 2013 March 18 Jan 2013 18 Jan 2013 1 Feb 2013 1 Feb 2013 April 18 Feb 2013 18 Feb 2013 1 Mar 2013 1 Mar 2013 May 18 Mar 2013 18 Mar 2013 1 Apr 2013 1 Apr 2013 June 19 Apr 2013 19 Apr 2013 1 May 2013 1 May 2013 July 17 May 2013 17 May 2013 3 Jun 2013 3 Jun 2013 August 17 Jun 2013 17 Jun 2013 1 Jul 2013 1 Jul 2013 September 19 Jul 2013 19 Jul 2013 1 Aug 2013 1 Aug 2013 October 16 Aug 2013 16 Aug 2013 2 Sep 2013 2 Sep 2013 November 16 Sep 2013 16 Sep 2013 1 Oct 2013 1 Oct 2013 December 18 Oct 2013 18 Oct 2013 1 Nov 2013 1 Nov 2013 2014 NB Issue Booking Close Material Deadline Amendment/Payment Deadline Cancellation Deadline February 13 Dec 2013 13 Dec 2013 3 Jan 2014 3 Jan 2014 March 17 Jan 2014 17 Jan 2014 3 Feb 2014 3 Feb 2014 April 17 Feb 2014 17 Feb 2014 3 Mar 2014 3 Mar 2014 May 17 Mar 2014 17 Mar 2014 1 Apr 2014 1 Apr 2014 June 17 Apr 2014 17 Apr 2014 1 May 2014 1 May 2014 July 16 May 2014 16 May 2014 3 Jun 2014 3 Jun 2014 August 17 Jun 2014 17 Jun 2014 1 Jul 2014 1 Jul 2014 September 18 Jul 2014 18 Jul 2014 1 Aug 2014 1 Aug 2014 October 15 Aug 2014 15 Aug 2014 2 Sep 2014 2 Sep 2014 November 16 Sep 2014 16 Sep 2014 1 Oct 2014 1 Oct 2014 December 17 Oct 2014 17 Oct 2014 3 Nov 2014 3 Nov 2014 Product News: Booking/Material Deadline Refer above. Classified Advertising: Booking/Material Deadline 12th day of the month preceding publication (i.e., 12 March for April issue). Loose Leaf Flyers: Booking/Material Deadline Refer above. Delivery deadlines and quantity for loose leaf flyer bookings refer to page 13. 11
Artwork Size Specifications & Artwork Requirements Artwork Size Specifications Advertisement Depth Width Full Page(trim size) 297 mm 210 mm Full Page (type size) 260 mm 185 mm Full page (bleed size) 303 mm 216 mm Facing pages Allow 5mm centre overlap on both pages Half page (horizontal) 125 mm 185 mm Half page (vertical) 260 mm 90 mm Quarter Page (display) 128 mm 90 mm Quarter Page (classified) 128 mm 120 mm Single column 260 mm 55 mm Loose leaf flyer (A4 trim size) 293 mm 207 mm Artwork Requirements Accepted file format: + Adobe Acrobat PDF PDFs need to be saved as high resolution press ready files with fonts embedded, trim marks (offset by 3mm) and 5mm bleed. Allow a 5mm minimum print safe area. White text needs to be set to knockout and black text needs to be set to overprint. Convert all images to CMYK (not RGB). No other file formats or film will be accepted. Note: If PDFs are not supplied correctly, then they are unsuitable to use or alter. Disclaimer No responsibility will be accepted for reproduction of material supplied that is not to News Bulletin specification. Production facilities The Production Editor can assist with advice on make-up and presentation of small advertisements. Additional costs incurred in preparation of advertisements may be passed onto the advertiser as a production charge. Compatible file transport systems: CD, DVD, USB or emailed PDF. Proofs For colour advertisements please supply a colour proof. 12 ADA Advertising Planner Connect with Australia s Dentists
Product News Priority is given to new products and new presentations of currently available products which are newsworthy from a dentist s point of view. The text should be informational rather than commercial in tone with an indication of where the product may be purchased or further information obtained. Content will be subject to customary editorial scrutiny and discretionary expert comment. One colour illustration may be included and should be high quality, colour photographs or transparencies and free of advertising text. Material for inclusion in the Product News section of the News Bulletin is placed at editorial discretion. All entries will be grouped together in a prominent position. For rates refer to page 10. Pre-printed loose leaf flyers Positions are subject to availability. For rates and deadlines refer to pages 10-11. Specifications The standard size is a single A4 sheet unfolded (trimmed to 293 mm x 207 mm). Non standard flyers including multi page leaflets/booklets, CDs, pop-ups, etc. are subject to special approval and priced on application. A copy of the flyer, or the artwork for the proposed flyer, should be forwarded to the News Bulletin office for approval of both content and size at the time of booking. All flyers are subject to approval by the Editor. Quantity to supply* 14,500 printed flyers are to be supplied for an issue. * Subject to change, please check with the Production Editor for an updated print run prior to delivery deadline to ensure sufficient quantities are supplied. Delivery Deadline First working day of the month of publication, i.e., 1 April for distribution with the April News Bulletin. Delivery address for printed flyers Future Sources Pty Ltd, Unit 4, 64-66 Burrows Road, Alexandria NSW 2015. Containers/cartons are to be clearly labelled insert for ADA News Bulletin plus the month/s to be inserted and the quantity in each box. Policy All advertisements appearing in the News Bulletin including loose leaf flyers must be approved by the Editor and conform to the Australian Dental Association Inc. Advertising Code (see pages 14-15 or download from the ADA Inc. website: www.ada.org.au). A booking form is to be completed and submitted with material for every advertising request. When approved, the ADA will issue a confirmation notice. Credit card payment facility will be offered with all booking confirmations/ invoices. All advertising including POA* options are to be fully costed and quoted by the ADA, before the acceptance of a booking. (*POA = price on application). Contracted advertising agreements, including tailored conditions of bookings, are available to established and/or volume advertisers. Changes to Artwork Changes to artwork and material revisions are not possible after the first working day of the month prior to publication, e.g., 1 March for April issue. Cancellations In the event of a cancellation after the first working day of the month prior to publication (see Cancellation Deadlines on page 11), 100% of the booked advertising cost will be forfeited by the advertiser. Please note that where volume bookings are cancelled, advertisers will be required to pay the difference between the casual rate and special negotiated rate. Payment Full payment is required by the first working day of the month prior to the month of publication, i.e., 1 March for the April issue. See Payment Deadlines on page 11. Tailored payment terms are available to all established and/or volume advertisers as part of ongoing contracted agreements. Refunds cannot be made for cancellations received after the booking deadline. All advertising rates include GST. Payment is required in Australian dollars (AUD). Direct bank deposit or credit card payment by MasterCard, VISA, AMEX is preferred. Overseas customers can also pay by International bank cheque, payable at an Australian bank. Agency Commission Accredited agency commission is 10% subject to adherence to the above deadlines, policy and payment of invoices within 30 days. 13
Advertising Code Advertising Code governing acceptance of all advertising material in publications of Australian Dental Association Inc. 1. Definitions 1.1 ADA shall mean the Australian Dental Association Incorporated. 1.2 Advertising or advertisement shall mean the publication or promotion of any product, service or item of information. 1.3 Publications shall mean scientific journals, magazines, books, newsletters, electronically recorded publications, ADA web-based publications or other material published by ADA. 2. General Conditions 2.1 The inclusion of advertising in Association publications has as a primary objective, the conveying of information about products or services used in dentistry or related activities, and other areas of interest to dentists and other readers of the publications. Advertisements that do not contribute to this purpose may be rejected. Advertisements that conflict with the ideals, objectives, policies, products and services of the Australian Dental Association Inc. may be rejected at the discretion of the Editor. 2.2 Conformity with, and acceptance of the requirements and stipulations of this Code is a condition of the acceptance of an advertisement. If in the judgement of ADA, an advertisement does not conform with the spirit and intent of the Code, it may be rejected. ADA reserves the right to refuse or to modify any advertisement, or to interrupt any series or sequence of advertisements. 2.3 ADA shall retain the right to modify the Code, according to perceived need, and in such instances will use its best efforts to advise such changes to known advertisers and agencies in a timely manner. 2.4 The Code is to be read in conjunction with the provisions of Commonwealth and State law applicable to the product or service to be advertised or to the advertising thereof; and also in conjunction with the Therapeutic Advertising Code promulgated by the Media Council of Australia. 2.5 The Advertiser in lodging any advertisement shall be deemed to have given assurances to the ADA of compliance with any requirements of law affecting the product or service or the advertising of the product or service. 2.6 The Advertiser shall undertake to indemnify ADA against all actions, costs, damages, expenses and other liability whatsoever that ADA may suffer or incur by reason of the publication of the advertisement. This indemnity shall not be affected by the fact of ADA evaluating the advertisement or the content thereof as suitable for publication. 3. Material to be Supplied 3.1 The Advertiser shall supply artwork and copy in a form sufficiently developed to permit an accurate assessment of the proposed content, meaning and purpose of the advertisement, sufficiently in advance of the copy deadline to permit assessment. 3.2 If not included in the advertising copy, or if not set out in sufficient detail in the copy, the advertiser shall supply. 3.2.1 Identity of the active ingredient(s) of the preparation (where applicable). 3.2.2 Indications and contra-indications of therapeutic products. 3.2.3 A statement of any known side-effects or hazards that may result from the use of the product. 3.3 In any instance where there is a legal requirement that an advertisement for a therapeutic product be accompanied by an abridged Product Information statement (API) the intending Advertiser shall supply the API and the cost of publishing the API shall be deemed to be additional to the cost of the advertisement when extra space is required. 4. Specific Content Requirements 4.1 The content of advertising must recognise the professional standing of the likely readership and it should therefore reflect professional standards of good taste and dignity and in these matters ADA shall be the sole arbiter. 14 ADA Advertising Planner Connect with Australia s Dentists
4.2 The copy, illustrations and presentation must have as a self-evident prime purpose the conveying of useful information to dentists. Information so conveyed must be professional, clinical and technical rather than general or consumer oriented in its nature. Where products sold to consumers are advertised, advertisements that are used in the public media will not be accepted. 4.3 Advertisements must be clearly recognisable as such. The presentation of advertisements should not resemble editorial content. 4.4 Advertisements must be clearly recognisable as such. The presentation of advertisements should not resemble editorial content. 5. Validation of Claims 5.1 An advertisement must be accurate in fact and in implication; must not include misleading statements, half truths or unverifiable claims; and must not tend to arouse unwarranted expectations of product or service effectiveness. 5.2 Where claims are made for the safety, efficacy or performance of a product or service, the Advertiser shall supply evidence of the safety, efficacy or performance, and the evidence so supplied shall include all evidence upon which the Advertiser depends to justify such claims. Where such evidence includes scientific papers, copies of the papers shall be supplied on request, and the ADA reserves the right to withhold publication of the submitted advertisement until satisfactory reports have been obtained from ADA s referees. Documentation not in English shall be accompanied by an English translation. 5.3 Evidence offered in support of claims must be based on current scientific knowledge, and reflect the entirety of the available knowledge on the subject. 5.4 Claims of product or service efficacy based on a single study distant from currently-accepted knowledge on the subject are at a greater risk of rejection. Note: ADA accepts that there are occasions in scientific development where a new study may reach conclusions at variance with current opinion. Advertisers are advised that acceptance of such evidence in advertising when first available is not likely, pending assessment of the validity of the study by the scientific community following publication. A factor favouring acceptance would be the publication of such a study in a well accepted, independently-refereed scientific journal. While the ultimate decision on such matters would depend upon case-by-case judgements at editorial discretion, ADA will not, in general, afford credence to controversial viewpoints by exposure in advertising copy, until a consensus on the topic is reasonably established in the scientific community. 6. Reference to Competing Products 6.1 Comparisons with other products or services of a similar type may only be of a factual nature, and the evidence presented must be clear, fair and capable of corroboration. Direct or implied disparagement of identified competing products or services is unacceptable. Identification may be direct identification, or identification by context or by inference. Advertisement content that seeks to compare products or services may be admitted only where the comparison is drawn from acceptable scientific papers in a fair manner; where the evidence drawn from the papers is presented in a context and in a manner that is not misleading and is consistent with the findings of the quoted paper; and where the source paper is identified in the advertising copy. 7. Appeal Provision 7.1 Where an Advertiser may be aggrieved by a decision to refuse, to modify or to interrupt an advertisement or series of advertisements, an appeal may be made to the Federal Council of ADA and this body shall be the ultimate arbiter of the matter. 8. Miscellaneous 8.1 Information on prices of products or services may be admitted to advertisements provided it is a minor element of the content of the advertisement; is not couched in aggressive or comparative terms, and is presented so that it is self-evident that the inclusion of the price information is intended to convey no more than an indication of the order of magnitude of the price. Policy adopted by ADA Federal Council 15-16 October 1987. Last amended April 2011. 15
Why GOOGLE? Find what you want quickly and easily at www.dentaltradeonline.com.au The information dentists need is now at their fingertips! Support this ADA membership service. Visit Dental Trade Online regularly to view its growth. Australian Dental Association Inc. Contact Details Federal Headquarters 14-16 Chandos Street, St Leonards NSW 2065 Postal Address P.O. Box 520, St Leonards NSW 2065 Publications Editor/Manager Email: newsbull@ada.org.au Phone: (02) 9906 4412 Printed August 2013 Website: www.ada.org.au Phone: (02) 9906 4412 Fax: (02) 9906 4917 Federal Sales & Events Manager Email: fsem@ada.org.au Phone: (02) 9906 4412 Advertising Co-ordinator Email: crown@ada.org.au Phone: (02) 9906 4412