What the CMA’s vets report means for private dentistry

The next chapter in private dentistry will belong to practices that are clear, fair and trusted.

The CMA’s final report on veterinary services should be read by every independent dental practice owner in the UK, because it is almost certainly a preview of the regulator’s thinking in private dentistry.

In the vets market, the CMA concluded that competition was not working as well as it could, estimated customer detriment at around £1 billion over five years, and focused its remedies on better price transparency, written estimates, itemised bills, clearer ownership disclosure, stronger complaints handling and protections against commercial pressure distorting professional advice.

That matters because, as we know, on 5 March 2026 the CMA formally launched its market study into private dental services. It has said plainly that the study will look at access, consumer choice and experience, treatment prices, business behaviour, competition, and complaints and redress.

It has also stressed that this is not a criticism of clinicians, but an examination of how the market works for consumers. That language is strikingly similar to the veterinary review and, in my view, points to a familiar regulatory direction: not blanket fee controls, but a hard look at transparency, treatment choice, commercial incentives and the patient journey from first enquiry to final bill.

So what should independent owners watch out for? First, any gap between what you charge and what patients understand you charge. In the vets report, the CMA was especially concerned where people did not get timely price information, written estimates, or a clear explanation of alternatives.

It was also concerned where customers could not easily compare providers or understand who owned the business. If dentistry follows that track, the red flags will be opaque fee guides, inconsistent presentation of treatment options, unclear finance terms, weak complaints handling, and any sign that business targets are shaping clinical conversations.

The good news is that this is not only a threat; it is a genuine opportunity for high-trust independents. The veterinary report explicitly noted that greater transparency could help smaller independent practices, especially where they compare well on price and service. The same may prove true in dentistry. If you are already delivering excellent care, personal relationships and sensible fees, then clearer comparison may work in your favour. But only if your practice is organised well enough to prove it.

My advice is stoic rather than dramatic: get your house in order now.

• Publish a clean, plain-English fee guide online and in practice.

• Make sure every larger case has a written estimate, phased options and a clearly explained total investment.

• Give itemised bills as a matter of routine.

• Train front desk, treatment coordinators and clinicians to talk about money calmly, confidently and without embarrassment.

• Review your consent process, finance explanations and complaint pathway.

• Audit whether your KPIs encourage trust, understanding and case acceptance for the right reasons, not pressure selling.

• And if you are part of a group structure, be transparent about ownership and decision-making. Those are not defensive moves; they are the disciplines of a mature business.

The independent owner who prepares early will be fine.

The practices most at risk are not necessarily the most expensive; they are the ones where patients feel confused, rushed or surprised.

In the next phase of regulation, clarity will be a competitive advantage. Trust, once evidenced in your systems as well as your intentions, will become one of the most valuable assets on your balance sheet.

Summary_of_final_report_24.3.26.pdf

Download PDF • 521KB