Resumo

FERNANDES, Mário Marques et al. Irregular publicity advertisement related to a discount card in Odontology: case report. RFO UPF [online]. 2012, vol.17, n.1, pp. 86-90. ISSN 1413-4012.

This article aims to report a case of illegal publicity caused by a discount card and discuss the principles concerning dental advertising, taking into consideration the Brazilian laws. The present paper reports an investigation from the Prosecutors Counsel of Rio Grande do Sul State to check irregularities in a product released on a publicity board that led readers to misunderstand the medical/dental care proposed. The patients who have health insurance and need health care are increasingly more aware of their rights. This leads the professionals to act ethically and with relation to assistance services and advertisements under the penalty of being investigated by civil and/or legal bodies.

Palavras-chave : Control of Advertising Products; Dental legislation; Dental ethics; Health insurance.