Scenario 

You’ve seen several viral videos and memes on social media made by dental clinics and oral health professionals. Some feature clinic staff lip-syncing to popular music or playing humorous games. One recent trend called “dental after dark” shows clinic staff in their work attire before the screen goes dark and the video cuts to the staff dressed in revealing attire, dancing to music with suggestive lyrics. You’re considering making your own “dental after dark” video. What professional, ethical and regulatory considerations should you be aware of? 

Social media and professionalism 

Before posting on social media, ask yourself: 

• Are you posting on a public profile that could be seen by clients and colleagues, or is it a private account only accessed by your friends and family? 

• Are you identifying yourself as an RDH on your profile or in the posting? 

• How does the content reflect the professional and ethical standards applicable to RDHs? 

• How might a client, a professional colleague or CDHO view the content if it came to their attention? 
   

In the scenario above, would dancing in provocative clothing to a suggestive song be something that you would do with a client in your operatory? If a client saw this video on your professional social media account, might they question your professionalism or report concerns to CDHO? Social media content can be investigated by CDHO to determine whether it breaches professional standards. 

How RDHs behave on social media can impact how they are perceived as health professionals and may influence public confidence in the profession. Social media can also be a form of advertising. Where a social media profile is linked to an RDH or their clinic, it can serve as an extension of their professional advertising. In these circumstances, social media postings must comply with the same standards and guidelines as traditional advertising. 

Remember to exercise professional judgement when making social media content, particularly when posting publicly or identifying yourself as a regulated health professional. Social media can be a valuable tool for RDHs to creatively promote the profession and engage with the public in a positive manner. However, RDHs should consider whether their content aligns with their professional obligations and how it may affect public confidence in the profession. This responsibility cannot be checked at the door at the end of the working day. What may be acceptable in a personal context may not always be appropriate when connected to your professional identity. 

If you have questions about social media, please get in touch with us at advice@cdho.org or by calling 1-800-268-2346 (press 2).