The Digital Dental Dilemma: Navigating Ethics in Social Media

Abstract

Background: Social media has transformed the professional landscape of dentistry, providing novel opportunities for patient education, practice marketing, and peer collaboration. However, it has simultaneously introduced ethical challenges, particularly concerning patient confidentiality, informed consent, and the accuracy of publicly shared clinical information. While prior studies highlight widespread adoption of social media by dental professionals, limited evidence exists on ethical awareness and practices in Pakistan. Objective: To assess the awareness, attitudes, and practices regarding social media ethics among dental professionals in Pakistan, with emphasis on patient consent, digital professionalism, and educational needs. Methods: A cross-sectional observational study was conducted from January to April 2025 involving 207 dental professionals recruited via convenience sampling across public and private institutions in Pakistan. Data were collected using a validated, structured online questionnaire and analyzed with SPSS version 27.0, employing descriptive statistics, chi-square tests, and multivariable logistic regression to identify predictors of ethical social media conduct. Results: Of 207 respondents, 92.8% agreed that sharing patient images is ethical if informed consent is obtained, yet only 57.5% consistently sought consent. Approximately 72.5% reported pressure to maintain a social media presence, while 72.9% supported mandatory integration of digital ethics into dental curricula. Comprehensive ethics training was significantly associated with higher consent adherence (OR 4.92, 95% CI 1.49–16.24, p=0.008). Conclusion: Dental professionals in Pakistan recognize the ethical dimensions of social media engagement but display inconsistent application of informed consent protocols. Structured education and institutional policy reforms are essential to close this gap and promote ethical digital professionalism.