Over the past few years additional emphasis has been allocated in dental schools to the education of future dentists in the importance of dental ethics.  Most of the allocated time has been directed to the dentist- patient relationship and the dentist-society relationship.  These are both very important aspects in the education of future ethical dentists.  There is, however, a third area of concern that should be addressed more fully. 

 

The dentist-dentist relationship is becoming a more ethically challenged area.  With the downturn in busyness, the increase in advanced costly materials, and increased competitiveness, dentists through advertising and the use of disparaging language in relation to the patient's former dentist, are being tempted to ethically contort proper patient care for increased income.

 

There is nothing wrong with the pursuit of financial success; but, it should not come at the expense of an unknowing, dependant public.

 

Dental student are taught dental ethics as it relates to the patient and the public in general.  Most, if not all, codes of ethics deeply discuss the ethical concepts that affect the patient and society; namely, Autonomy, Beneficence, Nonmaleficence, Justice, and Veracity.  But with the increased competition for patients willing to pay for higher profitable dental procedures such as implant and cosmetic dentistry, there has been an increase in unethical promotion (advertising) of the dentist's abilities. On the other hand, dentists should be able to inform the public of advanced training or knowledge they have achieved throughout their career.

 

To properly prepare future dentists to succeed in their careers without turning to promotion or advertising that may be questionably unethical, they must be taught how to communicate their advanced education, skills, knowledge and/or talents ethically.  Some states have codes of ethics that prohibit advertising of advanced education, fellowships or degrees earned from a non-traditional academic setting. Nonetheless, many dentists promote and advertise their advanced education as earned fellowships from various organizations.  Many of these organizations are nationwide, have rigorous examinations, and require multiple case presentations to be awarded a fellowship.  There are also the continuing dental education institutions that are not university grounded and promote that their graduates are better than the rest.

 

Dental students must learn while in dental school through dental ethics courses how to ethically inform the public of such achievements. This should be given more emphasis since future dentists will, more likely than not, advertise.  It is well known that advertising affects the public's image of those who are advertising; and it is through those dental advertisements that the whole dental community is affected.  By just saying "don't do it", is merely closing one's eyes to the reality of what the new dental graduate must face. Ethical advertising/promotion is possible and must be taught to dental students in the effort to maintain a public positive image and a healthy social contract with society.