Generally yes, with documented patient consent and honest presentation. Get written permission that covers where photos will appear, avoid editing that changes results, and do not imply every patient will get the same outcome. Check your state dental board rules for specifics.
Before and after photos are some of the most persuasive content a cosmetic or implant practice can show. They also carry risk if handled loosely. The first rule is consent. Get written permission from the patient that clearly says the photos may be used on your website, social media and ads. Store that consent with the patient record and honor any request to remove a photo later. Remove anything identifying that the patient did not agree to share, like distinctive jewelry, tattoos or background details, and keep a record of exactly which images were approved.
The second rule is honesty. Do not retouch photos in a way that changes the clinical result. Use similar lighting and angles for both shots. Avoid language that suggests every patient will see the same outcome, and keep claims general. A short note that results vary and a consultation is needed to know what is right for each patient is a sensible standard. Consistency also makes the results more believable. Patients have learned to distrust photos that look too perfect, and honest shots often persuade better than polished ones.
Third, check your state rules. Dental boards set advertising standards that can affect testimonials, specialty claims and photo use, and those standards vary. This is general information, not legal advice. Some states treat testimonials and specialty language more strictly than others, so a quick review by someone who knows your state rules before publishing saves headaches later. When we write content for dental practices at Heights Digital, we follow these principles by default and flag anything that should be reviewed by your compliance contact.
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