Ethical analysis of orthodontics postings by dentists

Abstract

The internet has been used unethically by dental professionals to attract patients. The study analyzed marketing on Instagram in orthodontics by dentists. It refers to an observational, cross-sectional, and exploratory case study with a qualitative approach. Using content analysis techniques, the texts, images, and user reactions to the posts were analyzed. The texts were inviting or described the image. Comments from social media users either aligned with the intention of the post or diverged from it. Before-and-after images were the most common. New monitoring strategies are required, and it is suggested that there should be discussions with the profession to converge on updating the laws governing dentistry in the internet age.