What to say about The CMA investigation

An opportunity to reinforce your brand, culture and values

The patient-facing statement

CMA review of private dentistry: what it means for you

You may have seen recent media coverage about the Competition and Markets Authority (CMA) launching a review of private dentistry in the UK.

First and most importantly: nothing changes about your care today. Your treatment will continue to be recommended based on clinical need, explained clearly, and agreed with you in advance.

The CMA has said this work is not a criticism of clinicians or the care they provide. The review is about how the private dentistry market works for patients – including how easy it is to find a dentist, understand prices, compare options, and know what to do if something goes wrong.

Why this is happening

Over recent years, many people have found NHS access difficult and have turned to private dentistry – sometimes by choice, sometimes because it is the only realistic route to timely care. When healthcare decisions also involve personal finances, it is understandable that people want clear information and confidence about what they are paying for.

A review like this is the CMA’s way of checking whether patients can:

• find and compare services easily

• understand the costs before they commit

• understand different treatment options (including lower-cost alternatives where appropriate)

• access fair complaints and redress processes

What you can expect from us

We support anything that improves clarity and patient confidence. In our practice, we will continue to focus on the basics that matter most:

• Clarity before treatment: we will explain your options and the likely costs before treatment starts.

• Written treatment plans: for any planned course of treatment, you will be given a written plan showing what is proposed and what it will cost.

• Choice and time to decide: we will talk through alternatives and give you time to think, ask questions, and decide what feels right for you.

• No surprises: if a plan changes, we will explain why and update the written estimate before proceeding.

• Fairness and respect: we will always treat you with dignity, never pressure you into decisions, and prioritise safe, appropriate care.

• Clear routes if you are unhappy: if something doesn’t feel right, we want to know quickly so we can put it right.

A calm note for our patients

Dentistry is personal. Decisions can feel stressful when budgets are tight. If you have any concerns about fees, options, or value, please ask us. A good dental practice should always be willing to explain what is recommended, why it is recommended, what it costs, and what alternatives exist.

If you would like to discuss any aspect of your treatment plan or costs, please speak to our reception team, TCO or your clinician and we will help.

The short version for FOH, TCOs and clinicians

“Yes, the CMA has launched a review of private dentistry. It’s not about criticising clinicians or care – it’s about making sure patients can understand costs, compare options, and know what to do if something goes wrong. Nothing changes about your care today. We’ll always explain options and costs up front and provide a written treatment plan before we start.”

The internal note for self-employed clinicians and the salaried team

You may get questions about the CMA review. Please keep the tone calm and consistent.

Key messages:

• This is a market study into how private dentistry works for consumers; it is not a clinical investigation and the CMA has explicitly said it is not a criticism of clinicians or the care provided.

• The likely focus is on patient information, transparency, choice, and complaints/redress, not on second-guessing clinical judgement.

• We will respond by doing what good practices already do well: clear written plans, clear pricing information, consent conversations, and good communication.

• If you are asked, avoid political commentary. Keep to: clarity, trust, and patient support.

• Escalate any complex questions to the practice manager/clinical lead rather than debating at reception.

The Owner's own notes

If you want to reassure with confidence (and brief your team properly), these are the most useful “anchor facts”:

• The CMA has launched a market study into the supply of private dental services across the UK (preventative, clinically necessary and cosmetic). (GOV.UK)

• The CMA explicitly says the study is not a criticism of clinicians or the care they provide.

• The areas of focus include: access/switching, consumer choice and information, prices vs inflation, business tactics (unfair/misleading/anti-competitive conduct), competition, complaints/redress, and sector regulation.

• Timeline: the CMA says it expects to use the full 12 months, with evidence gathering to around late summer 2026, an update and consultation on emerging thinking in autumn 2026, and a final report by 4 March 2027.

• The CMA has already published consumer guidance on what patients should expect, including: check price lists, get a written treatment plan before treatment starts, and ask about options and costs.

• The Chancellor’s letter asked the CMA to consider a study into private provision in dentistry, including competition (including local) and consumers’ ability to make effective choices and obtain value for money.

What “happened with vets” and why it matters for your messaging

It’s a useful comparison because it shows the CMA’s typical direction of travel in a professional, emotionally charged market:

• The CMA’s veterinary work moved from an initial review (from September 2023) to a full market investigation (from May 2024), and by October 2025 it issued a provisional decision identifying competition concerns.

• The CMA’s vet guidance explains the concerns as being driven mainly by insufficient/timely information, barriers to choice, and an outdated regulatory framework.

• The proposed remedies in the vet case have been heavily transparency-led (for example: publishing price lists, itemised bills, written estimates over a threshold, clearer information on prescriptions/alternatives, complaints process standards, and ownership transparency).

• Crucially, the CMA told vet professionals: no immediate changes at the provisional stage and that consultation would come before any binding order

How to use that insight in dentistry:

• Your strongest reassurance is: “we already do the transparency and consent work well” (written plans, upfront costs, options, time to decide, clear complaints pathway).

• Avoid defensiveness. Focus on patient confidence and informed choice.

• Use this moment to tighten the basics: price list visibility, estimate consistency, finance/membership clarity, and team scripting.

p.s. all of this generated by The Extreme Business Autopilot©, my trained ChatGPT thought partner