In today’s digital landscape, a dentist’s online conduct can have significant implications, extending well beyond the walls of a clinic or office. Professional, ethical, and legal obligations for dentists also apply to their online activities. Inappropriate behavior online, whether on personal accounts or professional pages, can harm patients, tarnish a professional reputation, negatively impact public trust in dentistry, and potentially lead to a complaint with the Royal College of Dental Surgeons of Ontario (“RCDSO” or “the College”).
Recently, the RCDSO expanded its Professional Use of Social Media advisory, to include an infographic and examples to help dentists navigate online interactions and avoid inappropriate conduct. The following guidelines outline best practices for dentists to maintain their online boundaries, safeguard patient privacy, navigate online marketing, and ensure ethical interactions.
Policy: Pause. Think. Post.
The RCDSO recommends that dentists think carefully before posting, particularly to avoid posting in haste, anger, or frustration. Dentists should consider the implications of their posts by asking themselves questions such as, “Is this a controversial topic?” and “Would my patients feel comfortable reading this post?” Additionally, they should be mindful of the language they use, avoiding profanity, slurs, glib statements, or sarcasm that may be considered disrespectful or inflammatory.
Five recommendations and common pitfalls in online interactions
Discussing dentistry
For example, if a dentist posts non-evidence-based information on vitamins on Instagram or TikTok while identifying themselves as a “dentist registered in Ontario.”
The RCDSO explains that this is problematic since posts from healthcare professionals can carry undue influence, and sharing unsupported medical information poses public health risks. Dentists should be responsible with the information they share, only posting accurate content from reliable sources. They should remain mindful of the authority their titles confer and avoid sharing content that could mislead the public. Dentists should comment only within their area of expertise and ensure that all content meets College standards.
Maintaining boundaries with patients
For example, a dentist adding a patient as a friend on Facebook or Snapchat can lead to personal and professional communication online.
The College explains that informational exchanges about patients can blur professional boundaries. Under Ontario’s Regulated Health Professions Act, inappropriate familiarity between a dentist and a patient may be considered a form of abuse. Dentists should avoid developing personal relationships with patients online to maintain clear professional boundaries. When receiving a ‘friend,’ ‘follower,’ or ‘connection’ request from a patient, it may be prudent to politely refuse and explain that it goes beyond the scope of the professional relationship.
Protecting patient privacy
For example, a dentist responding to a negative online review on Google or Yelp by posting details of the patient’s medical issues and images of their mouth to clarify a dispute.
The RCSDO reminds dentists that they must strictly adhere to the Personal Health Information Protection Act, ensuring patient confidentiality in all interactions, including online. They must not post patient information online, including pictures or videos, without the patient’s explicit consent.
Transparency in online marketing and advertising
For example: a dentist endorses dental products on X (formally Twitter), earning commissions but fails to disclose this financial relationship.
The RCSDO reminds dentists that while they can promote products online, they must disclose any financial ties and ensure that the products meet professional standards. Content shared on social media must be transparent to maintain professional integrity and patient trust. All marketing, advertising, and communication must comply with the practice advisory on professional advertising.
Avoid discriminatory conduct
For example: making disparaging remarks about individuals or discriminatory behaviour toward others on a social media platform.
The College explains that dentists should refrain from posting content that likely will be seen as unprofessional, unethical, or cause offense. Content shared on social media must adhere to the Ontario Humane Rights Code.
Explaining the Social Media Practice Advisory
The RCDSO emphasizes that dentists must exercise caution in all online activity. Even private social media accounts should reflect professionalism, as there is no guarantee that personal pages will remain private. Dentists should be mindful of the potential consequences of every post, share, or comment. Social media requires thorough management to avoid actions that could be viewed as unprofessional, dishonourable, or harmful to the public.
The RCSDO’s Practice Advisory also provides the following essential principles to maintain professionalism and trust in digital spaces:
- Patient privacy and confidentiality: Dentists should never post identifiable patient information online. Even seemingly minor details can reveal a patient’s identity, especially in smaller communities. Discussions about treatment or finances should be conducted through dedicated professional channels and documented in the patient’s file.
- Professional boundaries: Dentists are responsible for upholding clear boundaries, regardless of how patients choose to interact. The RCDSO advises against connecting with patients on personal social media, and any online interactions should be professional.
- Appropriate online behavior: Dentists should monitor their online presence regularly, ensuring that both personal and professional information is accurate and aligns with the College standards. It’s crucial to avoid posting inappropriate remarks or content, such as discriminatory comments, offensive jokes, or objectionable images.
- Professional advertising: Website and social media pages are considered professional advertising. Dentists must adhere to RCDSO’s standards for advertising ensuring content meets both legal and professional obligations.
In summary, following the guidelines can help a dentist cultivate an online presence that aligns with ethical standards, strengthens practitioner-patient relationships, and protects the integrity of the dental profession.
It is advisable for dentists to manage their social media activity in accordance with these guidelines. However, if a dentist receives a complaint from the RCDSO related to their social media activity, the assistance of an experienced lawyer who specializes in defending against RCDSO complaints would be beneficial, as they can provide guidance through this challenging situation.
About the Author
Josh Koziebrocki, LLB, BA (Hons), is the principal lawyer and founder of Koziebrocki Law. He represents numerous dentists and has extensive experience dealing with regulatory issues. He can be reached at 416-925-5445. josh@koziebrockilaw.com | www.koziebrockilaw.com