MPS Foundation
In an era dominated by social media, digital advertising has become an essential tool for dentists looking to expand their practice, educate patients, and establish credibility.
There is a balance to be struck between self-promotion and the preservation of professional integrity. It has been said that ‘The crossroads of medical professionalism and the use of social media has created a new facet of digital professionalism, interchangeable with e-professionalism, that reflects the manifestation of traditional professional attitudes and behaviours through social media.’1
The rise of clickbait tactics in dental advertising also raises concerns about misinformation, patient trust, and the profession’s broader reputation.
Although social media marketing in dentistry is still emerging in some regions, its use is expected to grow. In Malaysia, for example, only 20% of dentists have adopted social media for marketing in recent years, but nearly all anticipated increased usage in the near future (Affendi et al., 2020). Meanwhile, in countries like the United States and Saudi Arabia, nearly half of dentists already use social media for marketing (Bahabri & Zaidan, 2021; Henry et al., 2012).
Platforms like Instagram, Facebook, and TikTok have transformed dental marketing, allowing professionals to showcase treatment outcomes through engaging visuals, patient testimonials, and before-and-after images. However, the viral nature of social media often encourages sensationalism, leading some practitioners to prioritize attention-grabbing content over accurate and responsible communication. Clickbait headlines, exaggerated claims, and misleading promotions may attract potential patients but ultimately risk eroding trust and damaging the reputation of ethical practitioners.
According to the FDI World Dental Federation, dental advertising encompasses any material promoting dental services or professionals involved in care delivery. While ethical advertising can support informed decision-making and improve access to care, misleading promotions can undermine public trust. Given the respect and responsibility associated with the profession, it is crucial for advertisements to respect ethical standards by prioritising patient well-being, apply the principles of evidence-based practice, and provide accurate information about the risks and benefits associated with different treatment options. This preservation of professional integrity is paramount.
Recognising the risks of misleading advertising, many countries have implemented regulations to oversee dental marketing. These regulations, however, vary significantly worldwide—some nations enforce strict guidelines, while others have relatively lax policies or outright bans. Despite these differences, the FDI World Dental Federation FDI has established five universal principles for ethical dental advertising:
Protect public health and welfare.
Ensure claims are evidence-based and not misleading.
Uphold the dignity and integrity of the profession.
Comply with professional ethical codes.
Adhere to relevant laws and regulations.
Despite regulatory efforts, research suggests that social media advertising by dentists often fails to meet ethical standards. A study in the United Kingdom found poor compliance with advertising guidelines, particularly regarding botulinum toxin injections for aesthetic treatments (Donnell et al., 2021). In Australia, research suggests that 85% of practice websites did not comply with legal and regulatory advertising standards, including issues related to creating unrealistic expectations. 2
In Malaysia, unethical advertising was the third most common complaint received by the Malaysian Dental Council in 2022 (MDC, 2022). A survey of 11,780 Facebook and Instagram posts from Malaysian dental clinics between 2021 and 2022 found that more than half contained at least one non-compliant advertisement, with many dental clinics promoting special discounts, limited time offers, and gifts (Kamarudin et al., 2024).
Writing in the British Dental Journal, Raj Rattan, Dental Director at Dental Protection, notes that ‘healthcare professionals are among the most trusted professional groups. This status must be preserved on social media and relies heavily on truth-telling.’3
Ethical advertising fosters trust between dentists and the public. By maintaining transparency and honesty, practitioners can establish long-term credibility and attract patients genuinely interested in quality care. Ethical marketing also contributes to an informed patient base, empowering individuals to make educated decisions about their oral health. While marketing can help patients understand treatment options, its primary purpose is not education but business growth. Increasing competition in dentistry may offer patients more choices, but only if the profession maintains its ethical foundation.
In contrast, unethical advertising can lead to misinformation, unrealistic expectations, and potential dento-legal consequences. Misleading claims about treatment effectiveness, unrealistic aesthetic results, and hidden costs not only deceive patients but also harm the profession’s reputation. When misleading information spreads widely, patients may undergo unnecessary or inappropriate treatments, leading to dissatisfaction, complications, and even legal disputes. This can foster distrust in dentists, making it more difficult for ethical practitioners to connect with the public in meaningful ways.
Additionally, unethical advertising can distort perceptions and understanding of dental treatment and may compromise consent Overly polished social media posts that omit healing times, potential side effects, or treatment limitations create unrealistic expectations, leading to disappointment and loss of trust. Aggressive marketing tactics—such as exaggerated discounts or high-pressure promotions – may push individuals into procedures they are not fully prepared for.
Public perceptions of dental advertising reflect both its potential benefits and ethical concerns. A study by Holden et al., (2021) on the Australian public showed that while many felt that advertising helped them to understand available services and testimonials were seen as helpful in decision-making, over two-thirds of respondents expressed concerns about the reliability of testimonials, believing they should not be used in healthcare as they are in other industries. Furthermore, less than half of the participants felt confident in identifying fake reviews.4
Ethical advertising in dentistry is crucial for maintaining patient trust, professional integrity, and the overall credibility of the field. While social media offers a powerful platform for outreach and engagement, it must be used responsibly.
Dentists have a responsibility to ensure their marketing practices prioritise patient welfare over profit, providing accurate and transparent information. By adhering to ethical principles, dentists can forge lasting relationships with patients while safeguarding the reputation of their profession. Ethical advertising is not merely a legal obligation – it is a professional duty that ensures dentistry remains a respected field within healthcare.