ADIA is the peak business organisation representing manufacturers and suppliers of dental products. Our vision is for an industry that empowers oral health professionals to advance the health and wellbeing of all Australians...................... — ADIA Strategic Plan


ADIA Code Revised And To Be Considered By Members

ADIA Code Revised And To Be Considered By Members

31st May 17

Summary —

ADIA Member businesses are being asked to approve a new edition of the ADIA Code of Practice that seeks to preserve the independence of decision-making by healthcare professionals, ensuring that that this is not compromised by inappropriate product promotion.

Key Issues For The Dental Industry —

In response to an Australian Government request that the Australian Dental Industry Association (ADIA) adopt a self-regulatory approach on the interaction between the industry and dental professionals, in 2014 a new ADIA Code of Practice was introduced.  Following feedback from member businesses, a revised version of this document is being recommended to members for approval at a general meeting to be convened on 28 June 2018 in Sydney.

The ADIA Code of Practice - Edition 2 has been developed by representatives of member businesses serving on the ADIA-CAC Code Administration CommitteeThere have been two opportunities for all members to provide comment on the draft, the first in July 2016 and a second in April 2017.  The following denotes the major changes in this version:


Major Changes / Aspects To The New Edition —

It applies to all marketing and promotion activities associated with the supply of all therapeutic goods;
  It applies to all businesses supplying therapeutic products which are ADIA members and / or exhibiting at ADIA-managed trade shows;
  Makes it easier for businesses to conduct legitimate competitions so long as entry is not dependent upon a dental professional buying dental products;
  Provides clearer guidance on when it is possible and not possible for a representative of a member business to take a dental professional out for lunch / dinner;
  States that gifts (other than therapeutic products) may only be provided when not associated with the supply of therapeutic products and when less than $50 in value;
  It’s easier for businesses to provide dental professionals with donations of products that are going to be used to support charitable purposes;
  There is greater clarity on the conduct of loyalty / reward type schemes with these only being possible where the dental professional receives a benefit in the form of therapeutic products / discounts / account rebates; and
  Greater clarity has been provided that it is possible to provide travel for a dental professional attending a sales meeting, continuing professional development event or conference.

In essence, what this version of the ADIA Code of Practice - Edition 2 achieves is an environment where all member businesses are treated equally and compliance is easier.

As compliance with ADIA Code of Practice - Edition 2 is a condition of joining ADIA and remaining a member, it needs to be approved at a general meeting.  This has been called for the morning of Wednesday, 28 June 2017, and will be convened at the ADIA National Office in Sydney.  A formal notice has been mailed to members (as is required by law) and the papers for the meeting can also be downloaded via the links belows:

ADIA General Meeting Papers —

  ADIA General Meeting Notice  [PDF]
  ADIA Code of Practice - Edition 2  [PDF]
  ADIA Code of Practice - Origins of the code  [PDF]

The decision of the ADIA Board to recommend that members approve the ADIA Code of Practice - Edition 2 is a considered one that’s been the subject of many hours’ of deliberations.  We were mindful of the Australian Government’s commitment to create an environment that maintained the independence of decision-making by healthcare professionals and to ensure that this not be seen to be compromised by inappropriate promotion.  At the end of the day, the ADIA Board thought that a self-regulatory approach was better than having government intervene and regulate (through the Therapeutic Goods Administration) the dental industry’s marketing and promotion activities.

It is intended that, if approved, the ADIA Code of Practice - Edition 2 will come into force on 1 January 2018.  In the event that the motion to adopt this version is defeated, the old version will remain in place.  If you have any questions as to how the ADIA Code of Practice - Edition 2 will operate I invite you to send an email to at your convenience.

The creation of the ADIA Code of Practice - Edition 2 is a product of what members can achieve when working cooperatively together.  I take this opportunity to thank those serving on the ADIA-CAC Code Administration Committee and who other members who took the opportunity to make comment on the drafts.  This contribution has been vital to ensuring that ADIA remains a member-driven organisation.

Further Information —

For further information on the ADIA Code of Practice - Edition 2 send an email to or telephone 1300 943 094.  To keep up to date follow ADIA on Facebook at or subscribe to the Twitter feed @AusDental.

Currency Of Information & Disclaimer —

This update was issued on 31 May 2017 and please note that changes in circumstances after the publication of material or information may impact upon its accuracy and also change regulatory compliance obligations. The statements, regulatory and technical information contained herein are believed to be accurate and are provided for information purposes only. Readers are responsible for assessing its relevance and verifying the accuracy of the content. To the fullest extent permitted by law, ADIA will not be liable for any loss, damage, cost or expense incurred in relation to or arising as a result of relying on the information presented here. 

This publication is available for your use under a Creative Commons Attribution 3.0 Australia licence, with the exception of the ADIA logo, images and where stated.

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