Spotting a digital cowboy

The dental industry, like almost all health sectors, is strictly bound by qualifications, certifications and regulations. When you work in such a closely monitored and compliance-rich environment, it’s sometimes hard to process that not all industries operate in the same way.

Did you know, for instance, that digital marketing, an umbrella term that includes web development, SEO, online ad campaigns, and social media management, is entirely unregulated? In practical terms, this means that anyone can set up a company, call themselves an ‘expert’, and sell their services without any experience, education, or justification to back this up.

It's also relatively simple to start a new venture in the field. To offer a basic service, all someone needs is a laptop and internet access. There are very few start-up costs and no applications to be granted. There’s also no industry watchdog from whom clients can seek advice or make a report if things go awry.