Where is the professional and public outrage at the troubling trends in the marketing and selling of ‘‘cosmetic’’ dentistry that besiege our profession today? The code of primum non noceredfirst and foremost do no harmdseems to have been cast aside in the headlong pursuit of outrageous overtreatment for financial gain by some. Fortunately, this trend is manifest by a small, although unfortunately highly visible, minority in the profession. Their actions, however, affect all in the dental profession, as the public begins to understand what is being sold to them in the name of ‘‘changing lives.’’ The American Dental Association’s ‘‘Principles of Ethics and Code of Professional Conduct’’ states,.
