From reels to reality TV, the DDU’s Shruti Chopra looks at the dentolegal implications of the media spotlight.
As bright and articulate people, dental professionals are always welcome as interviewees and participants in TV shows and increasingly making a name for themselves on social media.
But, if you’re tempted to get in front of a camera, be aware that your employer, patients and the GDC might also be watching. You’ll still be expected to behave professionally and responsibly in the media spotlight, even if your appearance is unrelated to your day job.
These six DDU tips should help you avoid negative feedback:
1. Know what you’re getting into
Creating media content, whether for TV or online, is about ratings and that often means trying to grab people’s attention with conflict, emotion or provocative personalities.
Before agreeing to appear on someone’s programme or podcast, it’s important to do your research by watching or listening to previous episodes. Find out as much as you can about the topic and the other people involved so you aren’t blindsided.
If you doubt your ability to remain calm in a live discussion about an emotive topic, it may be better to say no. For recorded programmes, you should also think about whether you want to sacrifice control of your image to a TV producer – many participants on TV shows have complained that they have come across badly in the final edit but of course by then it’s much too late.
Remember, once something has been published on social media or aired live, it is in the public domain. It has the potential to be screenshotted, recorded and/or shared via social media or private messaging groups.
2. Maintain trust in the profession
Always bear in mind that you are representing the profession in the public eye. You can be held to account for the things you say and do, which includes endorsing products. Think about what you want to say before being interviewed rather than ‘winging it’. Don’t relax your guard in conversations with other participants.
The chances are they will be curious about dentistry and some might have strong opinions and try to push/rile you into giving an answer but don’t be drawn into making derogatory comments about them, your patients or colleagues.
The GDC says you must ‘ensure that your conduct, both at work and in your personal life, justifies patients’ trust in you and the public’s trust in the dental profession’ which includes publishing content ‘in any public media’.
3. Put your own patients first
Put your own patients first. If you are asked to endorse a product, you must satisfy yourself that it is appropriate for you to do this. Remember, you are likely to be seen as more trustworthy because you are a professional person. Even if the product is not related to dentistry, you must satisfy yourself that it is an appropriate endorsement for a dental professional to make.
Make sure that you don’t leave patients in the lurch when taking on media projects. If you are going to be absent from work, you should make arrangements with colleagues to cover patients continuing care needs and give them clear information about how to access care and treatment.
4. Don’t give person-specific dental advice
While it’s fine to offer general advice on TV, radio or social media, don’t be tempted to give personal dental advice outside the dental surgery and instead advise the person to contact their own dental practice.
The GDC says: ‘You must provide patients with treatment that is in their best interests, providing appropriate oral health advice and following clinical guidelines relevant to their situation’ but this is difficult if you’re not able to take a history or carry out an examination in a clinical/professional and safe environment.
Advising someone about a specific problem is also likely to establish a duty of care and could allow them to pursue a clinical negligence claim or complaint.
5. Avoid breaching patient confidentiality
The media thrives on human interest stories but beware of telling anecdotes that use examples from your own practice.
Even if you don’t name the patient or say where they live, discussing a clinical case in a public forum may result in them recognising themselves or being recognised. Without fully informed patient consent, this would be a breach of patient confidentiality.
6. Be upfront about paid promotions on social media
Instagram, Tiktok and other social media platforms are a good place to inform and educate people about oral health, and dispel myths about being a dental professional.
But as you build your profile, you might be approached by dental, health, fitness and lifestyle brands to become a brand ambassador or take on paid partnerships.
If you accept any payment, freebie or perk from a brand for any social media activity you must make this clear by being upfront and honest with other users at the start of the post. Be sure to use the hashtag #AD for paid posts, or #Gifted if you’ve received a free gift or experience. This is in line with guidance from the Advertising Standards Authority.
The GDC expects you to comply with its guidance on ethical advertising when endorsing products and also says: ‘You must refuse any gifts, payment or hospitality if accepting them could affect, or could appear to affect, your professional judgment.’ Think carefully about the associations you make as an influencer.
Remember, our advisers are here to help with any of your dentolegal queries so if you have any doubts about appearing on a podcast, live TV/radio show or even before posting on your socials, contact us and we would be happy to talk it through with you.
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