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As normas éticas europeias que regulamentam a publicidade na área da odontologia moderna apresentam algumas diferenças entre os diversos países membros, tornando-se um desafio nos domínios ético e clínico para a livre circulação dos profissionais. Diretrizes como o "Code of Ethics for Dentists in Europe" (CED, 2019) e trabalhos como os de Berrai (2022), sobre a imagem do médico dentista como ponte entre a ética e a prática comercial, ou de C. Grolleau (2018), que explora os potenciais conflitos entre a confiança, a dignidade profissional e a atratividade comercial, devem induzir a uma análise moderna da atividade na UE. A par disso, a avaliação do impacto das ferramentas modernas de comunicação, tais como as redes sociais, no que respeita à conformidade ética e deontológica e à percepção pública da atividade do médico dentista. Baseado em uma revisão da literatura, com recurso a bases de dados bibliográficas como a PubMed, ScienceDirect o Google Scholar acrescentando outras fontes bibliográficas de dados normativos e diretrizes europeias, bem como publicadas pelos diferentes países integrantes da UE. Os objetivos deste estudo serão o de analisar e compreender o papel das normas éticas na saúde oral na UE e identificar potenciais conflitos entre a ética, a deontologia e as práticas comerciais, bem como propor processos de harmonização das regulamentações e promover publicidade mais adequada e transparente no contexto europeu, de forma a proteger o consumidor e facilitar a homogeneização das regras para os profissionais dos países da União Europeia.
The European ethical standards that regulate advertising in the field of modern dentistry show some differences between the various member countries, making it a challenge in the ethical and clinical fields for the free movement of professionals. Guidelines such as the Code of Ethics for Dentists in Europe (CED, 2019) and works such as those by Berrai (2022), on the image of the dentist as a bridge between ethics and commercial practice, or by C. Grolleau (2018), who explores the potential conflicts between trust, professional dignity and commercial attractiveness, should lead to a modern analysis of the activity in the EU. In addition, an assessment of the impact of modern communication tools, such as social networks, on ethical and deontological compliance and the public perception of the activity of the dentist. Based on a review of the literature, using bibliographic databases such as PubMed, ScienceDirect and Google Scholar adding other bibliographic sources of normative data and European guidelines, as well as those published by the different countries that make up the EU. The aims of this study will be to analyse and understand the role of ethical standards in oral health in the EU and to identify potential conflicts between ethics, deontology and commercial practices, as well as to propose processes for harmonising regulations and promoting more appropriate and transparent advertising in the European context, in order to protect consumers and facilitate the standardisation of rules for professionals in EU countries.
The European ethical standards that regulate advertising in the field of modern dentistry show some differences between the various member countries, making it a challenge in the ethical and clinical fields for the free movement of professionals. Guidelines such as the Code of Ethics for Dentists in Europe (CED, 2019) and works such as those by Berrai (2022), on the image of the dentist as a bridge between ethics and commercial practice, or by C. Grolleau (2018), who explores the potential conflicts between trust, professional dignity and commercial attractiveness, should lead to a modern analysis of the activity in the EU. In addition, an assessment of the impact of modern communication tools, such as social networks, on ethical and deontological compliance and the public perception of the activity of the dentist. Based on a review of the literature, using bibliographic databases such as PubMed, ScienceDirect and Google Scholar adding other bibliographic sources of normative data and European guidelines, as well as those published by the different countries that make up the EU. The aims of this study will be to analyse and understand the role of ethical standards in oral health in the EU and to identify potential conflicts between ethics, deontology and commercial practices, as well as to propose processes for harmonising regulations and promoting more appropriate and transparent advertising in the European context, in order to protect consumers and facilitate the standardisation of rules for professionals in EU countries.
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Publicidade em medicina dentária Ética na publicidade em saúde Marketing digital saúde oral Regulamentação da publicidade odontológica Deontologia médica UE Médico dentista redes sociais Dental advertising Ethics in health advertising Digital marketing oral health Regulation of dental advertising EU medical ethics Dentist social networks