We study normal forms of scalar integrable dispersive (not necessarily Hamiltonian) conservation laws, via the Dubrovin–Zhang perturbative scheme. Our computations support the conjecture that such normal forms are parametrized by infinitely many arbitrary functions that can be identified with the coefficients of the quasi-linear part of the equation. Moreover, in general, we conjecture that two scalar integrable evolutionary partial differential equations having the same quasi-linear part are Miura equivalent. This conjecture is also consistent with the tensorial behaviour of these coefficients under general Miura transformations.