Study warns social media misinformation may put orthodontic patients at risk
Social media is increasingly used to promote orthodontic treatment directly to prospective patients. Amid concerns about misleading marketing claims and unrealistic expectations, a new qualitative study examined how orthodontists view this marketing environment and how they think the profession should respond. Three key themes emerged from in-depth interviews with orthodontists: an uneven marketing landscape; the spread of misinformation and creation of unrealistic expectations; and, the need for greater professional involvement and self-regulation.
Participants believed that social media is dominated by companies promoting aligner systems and direct-to-consumer orthodontic services, which they said often make unsupported claims about treatment speed, comfort or effectiveness. They also felt that general dentists were often more visible online than orthodontists, potentially making it difficult for patients to distinguish differences in expertise. By contrast, participants said orthodontists were under-represented online, reducing the availability of balanced, evidence-based information.
A major concern raised by participants was the prevalence of misleading content. Interviewees said social media typically showcases ideal outcomes, but overlooks treatment limitations, complications or unsuccessful cases. They believed that patients are more vulnerable to misinformation than clinicians, and that this could result in unrealistic expectations and demand for treatments that may not be clinically appropriate.
Rather than calling for stricter external regulation alone, participants supported greater self-regulation within the profession. They suggested that orthodontists become more active on social media by sharing accurate, evidence-based content, correcting misinformation and helping the public understand treatment options.
The authors conclude that both clinicians and patients should remain cautious in interpreting online marketing. The study was published online in the British Dental Journal.
