ETHICAL MOMENT
In Section 5 , the principle Veracity (“ truthfulness ”) states that “ The dentist has a duty to communicate truthfully .” The section explains ,
This principle expresses the concept that professionals have a duty to be honest and trustworthy in their dealings with people . Under this principle , the dentist ’ s primary obligations include respecting the position of trust inherent in the dentist patient relationship , communicating truthfully and without deception , and maintaining intellectual integrity . 1
As we work to preserve the trust and integrity of the profession in the eyes of the public , it does not seem helpful to offer simultaneously online material that conceivably could undermine that same trust and integrity . Postings that are visible to our patients that may seem appropriate in a social setting are often inappropriate in a professional relationship .
Finally , Section 5 . F . 6 , Websites and Search Engine Optimization , seems to be a summary of this issue in that it states , “ Many dentists employ an Internet web site to announce their practices , introduce viewers to the professionals and staff in the office , describe practice philosophies and impart oral health care information to the public .” 1 Although this is not unethical , “ Dentists have an ethical obligation to ensure that their web sites , like their other professional announcements , are truthful and do not present information in a manner that is false and misleading in a material respect .” 1
Dentists have an ethical obligation to ensure that their web sites , like their other professional announcements , are truthful and do not present information in a manner that is false and misleading in a material respect .”
The bottom line is that your online sites and actions should comport with the ADA Code and its important guidance for behaving ethically and professionally .
In the old days , it was easier to separate a professional relationship from a personal one . The boundaries were clearer and easier to maintain . Caution should be the watchword , and , if in doubt , err on the side of being the “ professional ” and not the “ friend .”
When patients entered into a dentist-patient relationship , they did not automatically agree to a personal relationship or to be your “ friend .” There can be a feeling of undue pressure from them to accept your friend request because of your position of authority in the relationship . You should also be cautious about accepting any friend request initiated by the patients .
Be extremely careful about what you post and share . Much like negative reviews posted online , the information is there to stay whether you like it or not .
About the Author
Dr . Howley is retired from practicing general dentistry in North Wales , Pa ., and was a member of the American Dental Association Council on Ethics , Bylaws and Judicial Affairs ( CEBJA ) for three years . This piece became the subject of CEBJA ’ s Dental Dilemma podcast , which explores ethical issues in dentistry , in 2022 .
Ethical Moment is prepared by individual members of CEBJA or guests of CEBJA , in cooperation with The Journal of the American Dental Association . Its purpose is to promote awareness of the ADA Principles of Ethics and Code of Professional Conduct . Readers are invited to submit questions to CEBJA at 211 E . Chicago Ave ., Chicago , Ill . 60611 , e-mail ethics @ ada . org . The views expressed are those of the author and do not necessarily reflect the opinions of the American Dental Association Council on Ethics , Bylaws and Judicial Affairs or official policy of the ADA .
REFERENCES
1 . American Dental Association . Principles of ethics and code of professional conduct , with official advisory opinions revised to November 2018 . Available at : https :// www . ada . org / w / media / ADA / Member % 20Center / Ethics / Code _ Of _ Ethics _ Book _% 20With % 20Advisory % 20 Opinions % 20Revised % 20to % 20November % 20 2018 . pdf ? la¼en . Accessed March 31 , 2019 .
16 JANUARY / FEBRUARY 2023 | PENNSYLVANIA DENTAL JOURNAL