We're thrilled to welcome Trey Lawrence today as our special guest. Trey serves as the General Counsel for the American Association of Orthodontists. While AI-generated images are commonplace in daily marketing, it's essential to consider the potential risks associated with this advertising approach. Trey will delve into the legal aspects, obstacles, and potential pitfalls of incorporating AI in your orthodontic practice advertising. Additionally, he will touch upon the insights provided by the FTC and state dental boards. If you have an orthodontic practice, this episode is a must-listen, and as always, there has never been a better time to be an orthodontist.

 

IN THIS EPISODE:

• [3:34] Trey explains the legislation regarding AI is still unsettled. 

• [5:17] Looking at the FTC and state dental boards will give some guidance until further legislation comes forward. 

• [8:00] Trey gives an example of implied claims in advertising, and he also discusses stock photography. 

• [11:51] A listener asks a question about the AAO's position on AI usage. 

• [14:21] A discussion regarding AI and written content, as well as the penalties involved in false advertising. 

• [22:27] Trey admits to his knowledge nothing has ever been as revolutionary to the industry as AI and discusses the pitfalls. 

 

KEY TAKEAWAYS: 

• Dentistry has always been held to a higher standard by the FTC regarding truth in advertising.

• An advertisement using a white coat or a microscope must have evidence supporting its claim.

• Advertising can mislead the public if the patient shown in a before and after picture is not a patient of that practice.

RESOURCE LINKS

People + Practice  - Website

Leon - Email

Amy - Email

Trey Lawrence - TikTok

Trey Lawrence - Instagram

 

QUOTES: 

“The approach that we have to take is to start from the law that currently exists, which, because it's behind the technology, is going to be outdated, but from that law, kind of extrapolate it out and then predict as to what we think the safest course of action is going to be.” Trey Lawrence

 

“When we look at the ads, is the picture an AI-generated picture that will imply a material fact about the practice? Does it show somebody with perfectly straight teeth or someone wearing braces, but they're not a patient of the practice? Because, of course, it's an AI-generated image, and they don't exist at all. Those are the things that the FTC could look at.” Trey Lawrence