This is the final in our six-part email series for oral health professionals about BCCOHP’s Professional Standards for the Oral Health Team (Professional Standards) which came into effect on June 30, 2025.
The Professional Standards are organized by six overarching principles, which underpin ethical decision-making in oral health care. This email series is designed to help oral health professionals understand the Professional Standards more deeply by highlighting each of the six principles over a number of weeks.
Principle #6: Build and maintain public trust
As an oral health professional, you must act with honesty, professionalism and clear boundaries, ensuring that your conduct, marketing and relationships uphold public trust and protect patients from harm.
Q&A: Principles in practice
Since the Professional Standards came into force on June 30, 2025, our team of professional advisors have received a variety of questions related to principle 6. We are sharing three questions related to principle 6 that capture the themes raised most often.
The answers shared below should be considered in combination with professional discretion and individual patient needs. BCCOHP sets expectations through high-level, broadly stated principles which give latitude to the oral health professionals we oversee to make decisions that provide safe care to patients.
While today’s email is focused on questions where the answer largely relates back to principle 6, it’s important to recognize other principles may be relevant in the responses.
Question 1: A patient has asked me out on a date, should I go?
Answer: Entering into another relationship with a current patient creates a dual relationship. A dual relationship can impact your ability to provide objective and unbiased care, and it can influence your patient’s autonomy to make decisions, disclose personal information, and raise concerns. With the noted exceptions for your spouse or intimate partner, you must not engage in a sexual relationship with a current patient. If you wish to engage, you appropriately end your clinical relationship prior to entering a sexual relationship with a former patient and you must ensure continuity of care where reasonable. Patients expect that their oral health professional will maintain appropriate boundaries in order to provide safe, objective care. For more information, see Standards 1.3, 6.3, and 6.4.
Question 2: I’d like to advertise a discount for services to specific groups, e.g. seniors, students, and those in financial need. I’d also like to offer a rewards program for referrals. Is it permissible to advertise discounts and offer rewards?
Answer: While oral health professionals may advertise free or discounted services to specific groups and offer rewards programs, advertising must not be misleading. Advertising and/or rewards programs that promote a particular treatment may compromise individualized care. One example of compromised individualized care is a dental technician who rewards an oral health professional when they request a particular material or process. Patients expect that their oral health team is trustworthy and puts their interests first. An oral health professional must not promote a particular treatment without first assessing individual situations and providing all alternatives and consequences. For more information, see Standard 6.2 and principles 1 and 4.
Question 3: An oral health professional who has worked with our team for 20 years has recently shown signs of a potential capacity/cognitive issue. Our team is concerned that it may place patients at risk of harm. What steps can we take to address our concerns?
Answer: When you have reason to believe that a colleague may have an unaddressed capacity issue that may impact patient care, you must address your concerns. Consider the risk to patients and public, and support your colleague by raising your concerns with them. If your colleague does not acknowledge or take any actions to resolve the issue, and you have reasonable grounds to believe that their continued practice might present a danger to patients or the public, you have a duty to report to BCCOHP. Patients and the public expect that their oral health team will advocate for their safety and raise concerns if they are at risk. All health professionals regulated under BC’s health legislation have a professional, ethical and legal responsibility to report to their regulatory body. The HPOA provides legal protection as long as the report is made in good faith and is based on reasonable grounds. For more information see Standards 6.6 and 6.7, and the HPOA.
Learn more about principle 6 by watching this short video >>
Signage toolkit for oral health facilities
A toolkit of public-facing resources (printable poster, digital slides and a foldable tent card) has been assembled for you to consider displaying in your space. These resources are designed to promote understanding of what patients can expect from their oral health team.
Background
BCCOHP’s Professional Standards for the Oral Health Team came into effect on June 30, 2025. These standards are the minimum requirements for professional and ethical performance, conduct and behaviour for oral health professionals in BC. They are the core professional and ethical requirements and apply to all aspects of oral health care and all oral health professionals.
Earlier emails in this six-part series about the Professional Standards are linked below for reference:
Principle 1 – Putting the patient’s interest first
Principle 2 – Provide safe and competent care
Principle 3 – Be culturally aware, equitable and inclusive
Principle 4 – Communicate effectively and obtain informed consent
Principle 5 – Build and maintain public trust
Contact us
For more information, please reach out to BCCOHP’s Professional Advisors via our contact form >>