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.

Figure 1. Pre- and post-treatment images of a case allegedly treated using functional orthopedics.

Figure 2. Actual pre- and post-treatment photographs of case in Figure 1; treatment using functional orthopedics.

Figure 3. Pre- and post-treatment photographs of a case of whitening in which manipulation of final image is obvious, as even the patient's skin is whiter.

Figure 4. Pre- and post-treatment photographs of a facial harmonization case with head position manipulated in final photo to simulate profile improvement.