Advertising Policy

Advertising Policy

The following information applies to the NESO Annual Meeting On-Site Program & Exhibit Guide sponsorship opportunities. You must be an Annual Meeting exhibitor to advertise in any Annual Meeting publication or to participate in a sponsorship. Advertised products must conform to NESO’s official Guidelines for Acceptance of Advertising. NESO reserves the right to reject advertisements that do not conform to these guidelines. Copy for new advertisements must be submitted for review prior to the materials closing deadline. The advertising guidelines are listed within this publication. Space must be contracted in advance of published closing dates. Payment is due 30 days from the date of invoice.

First-time advertisers must prepay until credit is established. NESO welcomes advertising in its publications as an important means of keeping the orthodontist informed of new and better products and services for the practice of orthodontics. Such advertising must be factual, dignified, tasteful and intended to provide useful product and service information. These standards apply to all Annual Meeting publications, and inserts for the Annual Meeting conference bags.

The publication of an advertisement is not to be construed as an endorsement or approval by NESO or any of its subsidiaries, councils, committees or agencies of the product or service being offered in the advertisement unless the advertisement specifically includes an authorized statement that such approval or endorsement has been granted. The fact that an advertisement for a product, service or company has appeared in a NESO publication will not be referred to in collateral advertising. NESO reserves the right to accept or reject advertising at its sole discretion for any product or service submitted for publication or the NESO Annual Meeting conference bags, regardless of whether it complies with these standards.


  • All advertisements submitted for display in a NESO publication are subject to review by the NESO leadership or its designees.
  • All advertisements should be relevant to, and effective and useful in, the practice of orthodontics. Products or services that are of interest to orthodontists or the dental profession may be considered for acceptance.
  • Advertisements must not be deceptive or misleading. All claims of fact must be fully supported and meaningful in terms of performance or any other benefit. The Association reserves the right to request additional information as needed.
  • Advertisements will not be accepted if they conflict with or appear to violate NESO policy, or if the advertisements are deemed offensive in either text or artwork, or contain attacks of a personal, racial or religious nature. NESO reserves the right to decline advertising for any product involved with a government agency challenge or denial of product marketing.
  • By submitting advertising copy, advertisers certify that such copy and the advertised product(s) are in accord with applicable government laws and regulations, such as equal opportunity laws and regulations covering new drug applications and prescription drug advertising. For example, products that require approval by the U.S. Food and Drug Administration for marketing must receive this approval before being eligible and must include “full disclosure” when required. It is the responsibility of the advertiser to conform to regulations of the FDA and all legal requirements for the content of claims made for products. Acceptance of advertising in NESO publications is not to be construed as a guarantee that the manufacturer has complied with such laws and regulations.
  • Complete scientific and technical data, whether published or unpublished, concerning product safety, operation and usefulness may be required.
  • The advertisement may cite, in footnotes, references from dental and other scientific literature provided the reference is truthful and is a fair and accurate representation of the body of literature supporting the claim made.
  • Comparative advertising claims for competing products and services must be substantiated adequately (See Criteria for Substantiation of Comparative Claims). Unwarranted disparagements or unfair comparisons of a competitor’s products or services will not be allowed.
  • Alcoholic beverages and tobacco products are not eligible for advertising.
  • Books and electronic media are eligible for advertising, but a sample may be required in advance for review.
  • A NESO publication will accept advertisements from an accredited university or college-affiliated dental education course, either on a graduate level or on a continuing education level, or by a national certifying board or specialty society recognized by the ADA. Advertisements for commercially (non-academic, for-profit) sponsored courses or for courses nd educational materials directed to the income of an orthodontist or the commercial aspects of orthodontic practice are prohibited, except as may be specifically approved by NESO; and the advertisement must clearly state the course sponsor and credit hours if applicable.
  • The advertiser and the product or service being offered should be clearly identified in the advertisement. In the case of drug advertisements, the full generic name of each active ingredient will appear.
  • Advertising that simulates editorial content must be clearly identified as advertising. The word “ advertisement” must be displayed prominently.
    Guarantees may be used in advertisements provided the statements that are “guaranteed” are truthful and can be substantiated. However, no guarantee should be used without disclosing its conditions and limitations. When space or time restrictions preclude such disclosures, the advertisement must clearly reveal where the full text of the guarantee can be examined before purchase.
  •  Advertisements must not quote the names, statements or writings of any individual, public official, government agency,- testing group or other organization without their express written consent.
  • If evidentiary support for a claim required by these Guidelines is not available (i.e., as to the AJO-DO), the advertiser must choose from among one of the following three options:

1. Maintain the advertiser’s wording, and place an asterisk after the claim or statement that will refer the reader to at least two published, peer-reviewed research articles that will be placed at the bottom of the advertisement.
2. Maintain the advertiser’s wording and, if no peer-reviewed references are available, place an asterisk after the claim or statement that will refer the reader to the following statement that will be placed at the bottom of the advertisement:
*Not yet verified by peer-reviewed research.
3. Change the wording of the advertisement to eliminatee the unfounded claim or statement. (In some cases, only specific phrases, adjectives or quantifiers may need to be deleted, as opposed to entire statements.)

  • When the deliberations between the AAO and an advertiser in the AJO-DO warrant, the editor-in-chief of the AJO-DO will make contact with the advertiser.

The following Criteria for Substantiation of Comparative Claimsprovide guidance to advertisers on what constitutes “adequate substantiation.” The ultimate test is whether the claim, when viewed in the context of the advertisement as a whole, is false or materially misleading. Comparative advertisements may include the use of a competitor’s name and the description of a comparable product or service, including price, if the comparison is made in a manner that is not false or misleading.

  • Comparative claims relating to clinical safety or efficacy should be supported by results from at least one well designed clinical study that directly compares the products. These studies should have been published in a peer-reviewed journal. Additional studies may be required.
  • Comparative claims that include references to products and appliances being superior, the first or only in a specific market or product category, or claims concerning shorter treatment time, less discomfort, better treatment results, more biological or more stable must be substantiated. Such claims should be supported by results from at least two well designed clinical studies that directly compare the products. These studies should have been published in peer-reviewed journals.


  • Clinical studies should follow accepted principles of good study design (e.g., independent, blinded if appropriate, adequately powered, well-controlled (should normally include a negative control, if ethical, to validate the study), randomized, prospective, etc.), and study subjects should be representative of the population for whom the product is intended.
  • Indices used to measure various clinical outcomes (e.g., gingival indices, plaque indices, radiographic indices, ABO Objective Grading System, etc.), should be reliable and reproducible, and should have been published in a peer reviewed journal.
  • All available studies comparing the products or formulations in question should be submitted on request.
  • If other comparative studies give conflicting results, advertising claims will not be accepted unless they reflect these results.
  • Results should be both statistically analyzed and shown to be clinically meaningful.
  • Studies should analyze and compare the change in the easured parameter for the test product vs. the change in hat parameter for the compared product.

All advertisements must be submitted to the Advertising Manager. The advertisements will then be reviewed by NESO staff, including the General Counsel, before submission to the Advertising Review Committee. If an advertisement appears to meet the guidelines, but is questioned by a member of the Advertising Review Committee or related staff on the basis that the advertisement does not meet NESO’s standards for professional appearance or has questionable interest to orthodontists or the dental profession, the Advertising Review Committee will confer and render a decision by conference and vote. If the Advertising Review Committee is unable to agree on the acceptance of an advertisement, then a decision to accept or reject an advertisement may be deferred to the Executive Committee of the Board of Directors of NESO for further review at its next regularly scheduled meeting. A decision by the Advertising Review Committee is final, or, if referred by the Advertising Review Committee to the Board of Directors Executive Committee, a decision by the Board of Directors Executive Committee is final.

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