Resumo

MELO, Allan Ulisses Carvalho de et al. Internet advertising in Dentistry: ethical and legal considerations. RFO UPF [online]. 2012, vol.17, n.2, pp. 240-243. ISSN 1413-4012.

Introduction: Advertisement and publicity in dentistry are important tools in a work environment with an increasing number of professionals. Internet dental advertising has been done using websites, blogs, social networks and, more recently, collective shopping websites. No dental Brazilian law prevents dentists from advertising their services in communication sources, including the Internet. There are only a series of restrictions on what can be done. It is mandatory that the name and registration number of the person or entity, and the word "dentist", representative of the profession, appear in the announcement. Other limitations of advertising through websites, blogs or other forms of communication in the internet are related to the use of patient's image and virtual dental appointments. Regardless if the service offered has a cosmetic, preventive and/or rehabilitation goal, the advertising restrictions stated by the Law n. 5081/66 and the Code of Dental Ethics are the same. Objective: To analyze, through a literature review, the ethical and legal aspects of dental services internet advertising, especially in collective shopping websites. Final Considerations: Dentists can use the Internet as a vehicle for advertising and publicity if they comply with the legislation regulating the profession in their country. It is completely forbidden for the dentist to offer dental services in collective shopping websites because it characterizes virtual treatment prescription, unfair competition, commodification and debasement of the profession.

Palavras-chave : Advertising.; Dental.; Ethics.; Internet..