Social media and Dentistry: ethical and legal aspects

Abstract

Introduction: In a saturated market with an over-supply of undergraduate and graduate programs, social media have become attractive means of advertising in Dentistry. However, posts frequently contain ethical violations and lead to service commodification, and their contents are often in disagreement with the Code of Consumer Protection. Objective: This article, which focuses on ethical and legal developments, contributes to the discussion and elucidation of questions associated with advertising that uses clinical images and photographs of patients in social media for commercial purposes and self-promotion. Conclusion: Social media and networks are valuable tools of dissemination and exchange of information because of their flexibility, democratic character and low cost. However, their abusive or misleading use, as well as the ethical and legal violations associated with the difficulty in controlling their use, may lead to serious damages and unfavorable court decisions.

The use of social media for professional purposes among dentists in Saudi Arabia

“…Up to 70% of the participants doubted that patients would trust advice or information provided online or by phone. Together with the dentists, patients should develop critical appraisal skills to apply to the information posted on SM and be able to judge which is appropriate and trustworthy [ 38 ]. Targeted educational programs should be established to help dentists utilize SM, conduct a virtual clinic or learning sessions that might be advantageous, and be designed to target practicing dentists or undergraduate students [ 3 ].…”

The effects of images posted to social media by orthodontists on public perception of professional credibility and willingness to become a client

“…Through social media, dental surgeons can advertise their professional trajectories, fields of work, and treatment procedures and techniques, focusing on information that educates the general population in a manner that does not typify the modification, unfair competition, or devaluation of the dental profession [9]. Ethical aspects are very important when discussing eprofessionalism [10,18].…”

“…Posts were included in our analysis if they were relevant to orthodontics (i.e., intra-or extra-oral clinical images of treatments, photos before and after treatment, explanatory diagrams of techniques or treatments, and posts of interpersonal relationships between orthodontists and patients). Duplicate posts, advertisements for companies or materials, images of landscapes, and posts about hobbies were excluded from the present study as well as posts in disagreement with legislation and code of ethics [9,10].…”

Social Media and Health Care, Part I: Literature Review of Social Media Use by Health Care Providers

“…For example, some orthodontists and plastic surgeons post before-and-after photographs with drastic improvements without explaining that biological variations among patients, differences in response to treatment, and other external factors may affect the course and outcome of the intervention. Without such information, patients tend to have unrealistic expectations and end up being disappointed [56]. Unfortunately, some practitioners tend to digitally modify images to accentuate treatment-led improvements.…”

“…Unfortunately, some practitioners tend to digitally modify images to accentuate treatment-led improvements. This misuse of technology could lead to serious reputational damage for the practitioner and the profession in general in addition to unfavorable court decisions [56].…”