Analysis of the profiles of dentists of Londrina (Paraná, Brazil) on Instagram: ethical aspects of advertising and publicity

• Autor(a) principal: Costa, Giovana Cazarim da
• Data de Publicação: 2023
• Outros Autores: Pereira, Julia Gabriela Dietrichkeit, Lino-Júnior, Hélion Leão, Silva, Ricardo Henrique Alves da
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Revista da ABENO (Online)
• Texto Completo: https://revabeno.emnuvens.com.br/revabeno/article/view/1978
• topic: Odontologia Legal; Ética Odontológica; Rede Social; Publicidade; Propaganda; Forensic Dentistry; Ethics Dental; Social Networking; Publicity; Advertising; Odontología Forense; Ética Odontológica; Red Social; Publicidad; Propaganda

Dentistry has entered social networks as a way to attract and retain patients. The professional, sometimes, is not aware of ethical norms for using publicity/advertisement on the internet, many times committing ethical infractions regarding these behaviors. The aim of this research was to analyze the public (open access) profiles of dentists (DE) in the municipality of Londrina (PR) on the social network InstagramTM in view of the aspects of publicity and advertisement characterized in the Code of Dental Ethics (CDE). A list of active DEs in the city of Londrina, made available by the Regional Council of Dentistry of Paraná, was used. As inclusion criterion, it was necessary that the dentist had public profile and characterized as a professional in the area, excluding private profiles, without identifications, without publications and only with personal publications. After selection, each profile was evaluated separately, taking into account the last ten posts, according to nine pre-established items based on CDE. A total of 213 profiles that met the inclusion criteria were identified, 137 in disagreement with CDE and 76 in agreement. Most profiles analyzed violated one or more items that were evaluated, with the exhibition of “before and after” images being the most frequently found item.