The CMA’s private dentistry review: protecting your practice

The Competition and Markets Authority (CMA) has launched a review into UK private dentistry, in response to rising prices and increased private treatment demand sparked by issues with NHS access. Whilst the focus is on private practices, their review may also highlight problems in NHS dentistry. Having launched in March 2026, the review is expected to last for 12 months, publishing the report by 4^th March 2027.[i] Ultimately, the result of the investigation may mean greater scrutiny and tighter regulation.[ii]

The aim of the review is to assess the ways in which patients find and compare dental practices, whether pricing is clear and fair, and the ways in which treatment options are communicated.[iii] Whilst there have not yet been any changes made to regulations, practices who have consistent and well documented pricing as well as strong communication with their patients are in the best position. By proactively assessing their own individual situations, dental professionals can ensure their practices are compliant and help protect and build trust with their patients.

What’s the focus?

Before we consider what practices should review, it’s important to understand what the CMA is assessing. This includes a number of key areas that impact the daily dental operations. The patient journey, and their access to information including pricing, treatment explanations, and financing options will be of great interest, ensuring that patients understand all of their options and what this means for them and their wallet. The CMA will also be focussing on competition between providers, and whether it’s fair on patients, as well as conduct within the market when it comes to misleading advertising, hidden fees, anti-competitive behaviour, and inappropriate sales tactics.ⁱⁱ

Another key aspect will cover patients’ ability to make complaints, and whether the current regulations give them the framework and protection they need. Finally, the CMA will review treatment prices, and how they interact with capacity, corporate structures, and financial incentives.ⁱⁱ

What does this mean for UK dentistry?

Practices should expect the CMA to scrutinise several day-to-day areas, based on their interventions in other healthcare markets. These include, pricing transparency, marketing and patient information, referral pathways and corporate structures, record-keeping and audit trails, and staff training and governance.ⁱⁱ

Ultimately, it will reflect the patient experience in current UK dentistry, and highlight areas where gaps in documentation, communication, and advertising might put patients at risk and make them vulnerable.

How to prepare your practice

In light of this, many practices will be considering ways they can prepare themselves and ensure they are compliant – offering their patients the best possible service.

In the short-term, practices should review their price lists and financing information to ensure it is consistent across all platforms.ⁱⁱ This should include identifying whether there are any areas where pricing varies or is hard to justify, and consider how it might hold up under scrutiny. Similarly, marketing content, including social media, should be audited to make sure claims are accurate. Checking consent documentation for completeness is important, to ensure team members are following standard communication processes when it comes to discussing risks, alternatives, and aftercare. Additionally, it’s important that patient choices are not limited by corporate or referral arrangements, so these should be checked too.ⁱⁱ

Practices should also consider their long-term plans, especially when it comes to growing, consolidating, or selling the business in the years to come, as these changes may have an impact on future finances.ⁱⁱⁱ Dental Elite has a team of experts who routinely support dental practices through these processes, and offer bespoke services to help practice owners secure the best outcomes.

As such, in the medium-to-long-term, practices might consider implementing or updating their compliance policies, and conduct internal audits for complaints handling, refund processes, escalation routes, and record keeping. Further to this, carrying out staff training which encompasses pricing conversations, consumer rights, and advertising restrictions will help to keep the whole team informed when it comes to information that concerns the CMA.ⁱⁱ

Navigating changes

At a time of potential change such as this, it’s important that practices have a good overview of their daily workings. Especially those who are considering selling their practice in the coming years, having a compliant practice with the appropriate regulatory records in place will eventually contribute to the practices value and confidence of lenders.ⁱⁱⁱ